What we're for.

Who we are

We’re entrepreneurs and business owners who challenge the idea that we’re “in it” only for ourselves.

We believe in justice and equality, which means lately we’ve been frustrated, disappointed, even outraged - but we’re also hopeful, resilient and incredibly strong.

Why we're here

We’re coming together for five weeks to collectively declare what we’re for and support those who face and fight systemic social injustice.

We know our voices, platforms, and businesses have power and we want to close out 2018 using the power of business for good.

“Our lives begin to end the day we become silent about things that matter”

- Dr. Martin Luther King Jr.

What we're for

We're for basic human rights for all people.

We’re supporting the rights of woman, people of color, LGBTQ+ people and people with disabilities through the ACLU.

We're for families being together.

We’re supporting immigrants and the reunification of parents and children held at the US border through the The Young Center.

We're for victims being heard and believed.

We’re supporting victims of sexual abuse and trauma through RAINN.

We're for diversity and inclusion.

We’re supporting all members of our society who are vulnerable to various forms of discrimination through the Southern Poverty Law Center.

We're for equity and economic well-being for all people.

We’re supporting access to opportunity and development for under-resourced or under-represented communities through Jobs With Justice.

All funds raised by participating businesses will go directly to these five nonprofits through our Cause Fund via dailyKarma. Learn more.

Join us!

If you’re a business owner saying, “I’m for that too!” join us and other businesses from all over by employing a temporary “give-back” model to support this campaign during the holiday season, November 19 - December 23. Just follow the steps below:

Sign up


Receive your toolkit


Activate your “give-back” model


Engage your customers & clients

Now until Dec.23


By Dec.30

What's in the toolkit?

We know you’re tired, it’s been a long year. So we put together a few things to help make taking part as SIMPLE as possible.

Simple activation guide

  • Four easy-to-execute “give-back” models, with examples (just swipe your favorite)
  • Campaign Timeline Checklist
  • Social Media Engagement Tips

Social media

To help you easily share and engage your audience in the campaign.

(Beautifully designed by the especially talented Mint & Merit!)

Support &

Plus, you’ll get short emails and social shout-outs throughout the campaign to encourage and support you.

If you need help additional help, just shoot an email HERE.

Who's in?

I'm IN!


“Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's the only thing that ever has.”

- Margaret Mead


What even is this?

A passion project by Defining: good. Driven by the desire to finish off the year not wrapped in frustration, but focused instead on what can be done to advance social justice and how we can use business as a force for good.

When does the campaign start / end?

The campaign officially starts November 19, so you can launch and employ your temporary “give-back” model anytime after that. The official end date is December 23, but you can donate at any time throughout the campaign and up until 11:59pm on December 30.

Where does the money go / More about dailykarma?

Once the campaign ends, donations will be evenly distributed to the five nonprofit organizations via the platform dailyKARMA. Defining: good takes nothing from the donations. For more information on dailyKARMA - how funds are processed, security, privacy, fees, etc. please visit app.dailykarma.com/faqs.

What about other important issues that need support?

The number of critical issues we face, both social and otherwise, is significant and we acknowledge that they’re not all represented here in this campaign. We believe a focused effort is most impactful and therefore are choosing to focus our end-of-year energy on these five areas of social justice.

When do I donate?

You can choose to donate anytime after the campaign begins on Monday, November 19. You can donate however makes sense for you - daily, weekly, or at the end of the campaign on Friday, December 23. We’ll leave it open for any last minute donations until 11:59pm on December 30. The specific date(s) is your choice.

Is my donation tax deductible?

Yes! Your donation to a US-Based 501(c)3 charitable organization through dailyKARMA is tax-deductible to the extent allowed by law. All the charities on dailyKARMA are US-Based 501(c)3’s in good standing. You may download your pdf receipt that meets the IRS requirements for a record of your donation.

Is this good for my business?

Yup! We know that’s not why you’re here, but it’s a happy benefit that consumers dig businesses that are dedicated to more than profit - see the numbers below.

It’s also a great way to engage your audience during the holidays, plus it’s a write-off. #winning

Here are a few stats from recent studies by Deloitte and Cone Communications:

  • Almost 90% of consumers said they had a more positive image, were more likely to trust and were more loyal to businesses that support social and environmental issues
  • 9 in 10 Americans report they will switch brands to one associated with a good cause
  • 79% of consumers say they make a concerted effort to seek out products that are socially or environmentally responsible
  • 71% of Millenials expect businesses to take the lead when it comes to social issues
  • 89% of Gen Z opts to buy from business supporting social and environmental issues

Is this good for my soul?

Also, absolutely, yes! We can and should be outraged by the systemic social injustice in this country and around the world. However, if we sit in that anger, we suffer further. Instead, we can use it to fuel positive action and create real change. And mmm that feels good.