A few years ago, Teresa Fudenberg and her husband Doug Jackson came up with the “big, hairy, audacious goal” of committing their Eagan, MN-based supplier Storm Creek (asi/89879) to donating $5 million to charity by 2030.

It’s been the company’s North Star for a while, but it was only recently that Fudenberg realized she needed to shout that goal “from the mountaintops.”

“For a while, I was like, if we don’t really tell everybody, then if we don’t achieve it, nobody needs to know,” she says. “That was the exact wrong thing to do, because then how do your employees and how do your customers and how do all the rest of your stakeholders get involved and get excited about that?”

In this episode of Promo Insiders, Fudenberg – one of the 2023 Bess Cohn Humanitarians of the Year – talks with ASI Media Executive Editor Theresa Hegel about finding Storm Creek’s purpose and why sustainability is so important for the brand.