Finding Our “Why” – Our Year of Impact

As CSR professionals, most of our day-to-day revolves around the “what.”
What good we can create. What more can we do to amplify our impact.

But, every so often, something happens that stops us in our tracks and reminds us exactly why we do what we do.

This year, members of our Europe-based YourCause from Blackbaud team traded in our laptops for sneakers, our Outlook calendars for gloves, and our boardrooms for the local community. We stepped out of the office to roll up our sleeves, connect, and make a difference on a variety of occasions.

Now with a new year on the horizon, we caught up with some of our colleagues to discover which those moments made them reflect and think: “This is my why.”

“I don’t often notice it, but in Marketing, I spend a lot of time in front of a screen. But, this past September, I closed my computer and took in the fresh air at one of my favourite places – Kensington Gardens!

Alongside our partner, Visit.org, and our amazing CSR community, we spent the afternoon clearing invasive undergrowth to help preserve one of London’s most bio-diverse outdoor areas (and burning a lot more calories than expected!)

In the end, though a small effort in the grand scale of the park, I walked away feeling incredibly fulfilled knowing that I had contributed to the conservation of the space. Not only did I learn just how much work goes into maintaining public areas; I was also reminded of what happens when corporate teams show up beyond the day-to-day. It truly reinforced my belief that corporate good isn’t confined to individual businesses or sectors.

When we show up as a community with a shared goal, we can make a difference beyond what we ever imagined.”

– Cydnie Smith, Content Marketing Manager

“I first stepped into the Social Impact world after volunteering for a homeless charity in New York, so working with Idia’s Community Kitchen this year was a powerful reminder of my “why”. Packing meals to help relieve and prevent poverty in London was rewarding, but what truly resonated with me was the story behind the charity.

Idia’s Community Kitchen was founded by Aina Omo-Bare in memory of her daughter, Idia, who shared her packed lunch every day with a homeless man she passed on her way to school. After Idia tragically passed away, her mother honoured her memory by continuing that legacy of kindness and feeding thousands in her name.

This experience was profoundly moving, and I’m already looking forward to more moments like this in the year ahead.”
– Gavin Miller, Strategic Partnerships Lead

“I love Christmas! For me, it’s a time filled with laughter and noise from family around the table. But, for many, it’s also a season of worry about how they’ll make it through the winter.

That’s why I was happy to get involved in what has now become an annual tradition for our team – supporting the Ace of Clubs Clapham (located 5 mins down the road from our London HQ) with essential items for those struggling in our local community.

Each year, we deliver gifts filled with winter essentials to help people that need them most. I’ve participated in both 2024 and 2025 – and the reason I keep coming back goes beyond just donating gifts. I don’t think anyone should ever feel forgotten at Christmas – and in a small way, this is my way of showing that I see them and I care.”
– Shae Tetterton, Senior Principal Programmes Manager

So…Why Do We Do This?

• We do this because sometimes even the smallest acts; a cleared bramble, a packed food parcel, or a wrapped sleeping bag can change someone’s life for the better.
• We do this because compassion is a muscle, and the more we use it, the stronger we become, individually and as a community.
• We do this because we want to remind people that impact isn’t only measured in metrics.

It’s felt in moments. And these moments are our “why.”

As we close out the year, we are grateful for the all work we’ve been able to do, and we’re even more excited for what’s to come! Here’s to many more muddy shoes, warm meals, and meaningful moments in 2026.