The Power of Purpose: How Charitable Giving Strengthens the Insights Community

At Esomar Congress 2025 earlier this year, a session on charitable giving reminded everyone that data isn’t the only way to make an impact; it’s also about generosity, community, and shared purpose.

Led by MRII Board Member and President-elect Jim Whaley, founder and CEO of OvationMR, the discussion brought together Tanya Pinto, UX Principal Researcher at Microsoft and founder of Baal Dan Charities and Steve Quirk, President of both Quirk’s Media and the Market Research Education Foundation (MREF). Together, they explored how charitable giving (both personal and organizational) can drive change within our industry and far beyond it.

Jim Whaley began with findings from a survey of 80 senior insights leaders, revealing that nearly three-quarters regularly give to charitable causes, often guided by strong personal values. Many expressed a desire to do more, limited mainly by resources and uncertainty about how giving fits into business strategy. “Most companies still view charitable giving as a personal choice or a reflection of company values, not as a driver of ROI or brand equity,” Whaley noted. He also covers the industry’s fragmented approach to giving, difficulties articulating overall impact and how company size correlates to giving. 

Tanya Pinto, whose nonprofit Baal Dan Charities is nearing its 20th anniversary, emphasized that donations are only the starting point. She noted that when giving is embedded in a company’s culture, it boosts morale and loyalty. Employees light up when they know their efforts have real impact. It’s about purpose as much as philanthropy.

Steve Quirk added that the same community-minded approach that fuels the MREF can be a model for the broader industry. Founded more than a decade ago to consolidate fragmented giving, MREF now brings together around 50 research companies, collectively donating more than $100,000 annually to organizations such as Baal Dan. He said that individually, small contributions may feel limited, but as a community it equals much more. Scale comes from partnership.

The conversation also addressed a growing hesitation among companies to give publicly, amid political polarization and concerns about reputational risk. Pinto’s advice: start with the why. She says that if you’ve defined your mission and communicated your values, you can withstand scrutiny. “Authenticity and alignment can help buffer you against any potential risks.” Every partnership carries risk, but the benefits of giving, to society and to your own people, far outweigh it.

Whaley closed by encouraging leaders to view charitable giving as “adding more dimensionality to your business.” He noted that giving can strengthen brand trust and awareness, and that it also plays a meaningful role in talent acquisition and retention. “People want to work in a place that has purpose,” he said. He added that charitable partnerships can also influence innovation culture. By working with organizations facing complex real-world challenges, his team has been pushed to rethink how they solve problems. “It’s helped us build technology, processes, and perspectives that support creativity and innovation inside our own organization,” he explained.

For an industry built on understanding people, charitable giving doesn’t just reflect who we are,  it shapes how we work, how we innovate, and the kind of community we build together. For the full presentation from Esomar Congress, and a handy list of charities in our industry, go here.