The challenges faced by impact businesses are unlike those of other organisations — and that’s exactly why we’re here.
In case our name didn’t give it away, we’re all about creating real-world impact through digital.
In the past, we’ve shared about potential sources of values-aligned funding for purpose-led businesses, and feminine-inspired shared spaces in Tāmaki Makaurau Auckland.
Today, we’re diving into a common question for those starting out: should you focus on building community, or on driving sales?
For many impact-driven businesses, community is central to their mission and reason for being. It’s not just about good vibes or social engagement — community is essential for any initiative trying to do things differently, break the mould, or challenge the system.
To make lasting change, you need people beside you. Often, real impact even requires shifts in legislation — which means you’ll need voices, not just customers. You’ll need a movement.
So when you’re new on the scene, it can be tempting to start your own community or even an industry body. While that’s admirable, it’s worth being realistic about your resources as a small startup — how much time, energy, and capacity do you actually have to give to community building right now?
Even with a powerful mission, your business still needs to generate revenue to stay afloat.
In the early years — especially if you don’t have other income streams — sales are what will sustain your purpose long-term.
That’s not to say community isn’t important. It’s more about finding the right balance between building relationships and building revenue.
Questions to consider:
Sometimes, the most effective approach is to collaborate with those who share your values, even if their missions differ slightly. You’ll often find mutual support, shared learning, and collective momentum.
Of course, these decisions lie partly in the type of organisation you’re building.
These days, the term “community” has become so ubiquitous — and it’s often confused with “audience.”
If your organisation exists to build community, then that is your audience. But if your main goal is to deliver products or services, your community might simply be those who surround and engage with your work: staff, local businesses, supporters, and other stakeholders.
Community doesn’t have to mean forming a formal organisation. It could start with a few like-minded people meeting for coffee once a month — those with complementary skills and shared purpose.
The key is to engage in something bigger than yourself.
Being involved in community can open doors: you’ll meet people who can help you grow, find new collaborators, and build brand awareness along the way.
But always come back to your “why.” Does your community involvement align with your vision, mission, and purpose?
This is about more than marketing, it’s about shaping the broader ecosystem of your business.
When done intentionally, community can become a reciprocal exchange of energy and resources — the foundation for meaningful, long-lasting collaboration.
These are all things that come up in conversation when we’re working with values-led businesses.
So, our key takeaway?
Avoid burnout. Find alignment.
And if you need a hand finding that balance — work with us ;)
📌 This was Issue 12 of The Forward — our regular newsletter.
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