At Salesforce Ventures, we believe that values drive value — and that the companies that endure are those grounded in purpose from day one. As a founding member of Pledge 1%, we’ve seen firsthand how this framework empowers startups to translate values into action, embedding social impact into a business’s foundation.
One powerful example of that belief in action comes from G2. In 2023, G2 formally joined Pledge 1%, committing 1% of the company’s equity to charitable causes, with a focus on expanding access to STEM education for underrepresented communities worldwide. Their example showcases what it means to blend purpose with action and how a business can have a lasting positive impact in more ways than one.
A Commitment Rooted in Kindness
Over a decade ago, G2 was founded on a set of values: Performance, Entrepreneurship, Authenticity, and Kindness, or “PEAK” for short. Regardless of how the business evolved, founders Godard Abel, Tim Handorf, Mike Wheeler, Mark Myers, and Matt Gorniak agreed that G2 would remain rooted in these ideals.
After Salesforce Ventures invested in G2 and invited them to take the pledge, the founders agreed it would be a perfect opportunity to live their value of Kindness.
“At G2, we’re driven by Kindness and the desire to create real, lasting impact through compassionate leadership,” says Abel, G2’s CEO. “Joining Pledge 1% was a natural extension of this ethos, offering a structured way to make philanthropy part of G2’s DNA.”
The G2 team chose to center their philanthropic efforts on expanding access to STEM education for underserved communities. By opening doors to the tech ecosystem for those who might otherwise be left out, Abel and co. believe they can help ensure that the next generation of innovators has the opportunity to bring their ideas to life.
“By concentrating on this specific area, we’re ensuring our efforts can scale with intentionality,” says Abel. “We want to help build the next generation of software experts and builders.”
In practice, G2 structured their pledge around a handful of commitments:
The company has pledged to donate 1% of its equity to charitable organizations focused on improving access to STEM education for underserved populations.
The company has already begun its philanthropic efforts by volunteering with and donating to organizations such as Chicago Tech Academy, Ennovate Labs, Girls Who Code, and the American Cancer Society, aiming to deliver a positive impact in communities both in the U.S. and globally.
Through its G2 Gives program, G2 donates $10 to organizations like Girls Who Code every time a user submits a software review on the G2 platform.
Employees at G2 are granted 20 paid volunteer hours per year to volunteer with a philanthropic organization of their choosing.
To promote buy-in for this program, Abel, Handorf, Wheeler, Myers, and Gorniak agreed to personally pledge 1% of their own equity in addition to 1% of the company’s corporate equity.
“We wanted to set the tone from the top,” Abel explains. “This wasn’t just a corporate move; it was a personal one.”
That leadership example quickly resonated across the organization. Abel says Chief People Officer Priti Patel helped champion the initiative internally, ensuring that G2’s philanthropy efforts became a shared mission embraced across teams and geographies.
The Result: Engagement and Growth
G2’s philanthropic efforts to date have already raised over $1 million for charitable organizations through its G2 Gives program and resulted in thousands of employee volunteer hours across G2’s 600-person team. Further, it’s having a real impact on the ground. As part of G2’s pledge, Handorf has made multiple trips to Nigeria to serve as a guest teacher at a local school and speak at LAUTech University about entrepreneurship — witnessing firsthand how encouraging entrepreneurship and financial support can open doors to opportunity.
The G2 team shares these benevolent efforts via a philanthropy page on its website, blog, and via social media posts to amplify their work to customers and employees.
“Our Pledge 1% commitment reinforces our culture of purpose and kindness,” says Abel. “It reminds employees they are part of something bigger — a company committed to making a difference.”
Outside of increased employee engagement, Abel says customers and partners have taken notice of G2’s commitment to values-driven leadership.
“Our commitment signals to customers and partners that we are a values-driven organization,” Abel says. “We often collaborate with our partners to raise funds for G2 partner organizations and help them scale their impact.”
That alignment of purpose and partnership reinforces G2’s long-term vision — a company that helps others grow while growing itself responsibly.
Advice for Founders: Don’t Wait to Start
When asked what he’d tell early-stage founders considering Pledge 1%, Abel’s advice is simple:
“Don’t wait. Purpose is most impactful when embedded early. Committing something now — even just 1% — sends a strong message to your team and community. It’s a small stake today with the potential for massive impact tomorrow.”
For founders who feel unready to make a full financial commitment, Abel encourages starting small — through mentoring, volunteering, or supporting local nonprofits — and letting those efforts evolve into a long-term giving framework.
“Anchoring philanthropy in your company’s foundation helps shape culture and scale impact as you grow,” Abel says.
