APF Direct Action: Making Community Impact through Corporate Philanthropy

Corporate philanthropy is a vital part of creating meaningful social impact. When corporations and other for-profit entities support the philanthropic ecosystem, they help advance solutions to complex social challenges and directly improve lives. The American Psychological Foundation’s Direct Action Corporate Alliance brings together companies committed to advancing innovative, evidence-based work rooted in psychological science.

In this blog post, longtime APF supporter, psychologist, corporate leader, and Direct Action Cabinet Co-Chair Dr. Jana Martin explores the evolving role of corporate philanthropy, and why investing in psychology matters now more than ever. Through APF Direct Action, psychological science is translated into real-world solutions, transforming the science of what helps people thrive into innovative solutions that build healthier, more equitable communities.

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Corporate Philanthropy: From “Doing Good” to Doing What Works
At the heart of personal and corporate philanthropy is the desire to “do good”; to help others in ways that meaningfully improve their lives. Whether focused on environmental sustainability, mental or physical health, education, housing, or other critical community needs, giving is often guided by a commitment to improve the world around us. For corporations especially, philanthropy is an investment not only in the community the corporation serves; it’s also an investment in the employee community within the business.

Corporate leaders know (and the research shows) that philanthropic efforts foster goodwill; they have been shown to enhance employee engagement and employee retention, especially when employees have the opportunity to participate through service and volunteering (Macri, 2025). They also understand challenges facing today’s workforce. Gen Z and Millennials are experiencing higher levels of anxiety and stress in the workplace. They are seeking mentorship, meaning, and financial security; they want to thrive both at work and in their personal lives. As a result, corporate giving and philanthropic efforts are reflecting commitments to mental health, community wellbeing, and creating positive social impact (Deloitte, 2025).

So, corporate giving serves the desire “to do good”, and to benefit their employees and communities. But how do businesses measure the actual impact of their contributions? Certainly, traditional measurements such as participation numbers, volunteer hours, and dollars raised and donated are valuable information. Photographs and stories about individuals who are beneficiaries are sometimes provided. But what if organizations could take it a step further? What if investors and contributors had more information about how lives were actually changed, because their philanthropic efforts used strategies that are grounded in evidence-based research and measurable outcomes?  

Throughout my career consulting with and leading both for-profit and non-profit organizations, I’ve met countless leaders who want to do more than “check off the box” for philanthropic efforts. They want their investments to create lasting, real-world change. They care about issues such as community well-being, mental health, and providing support to empower others with skills and meaning, because they see the need for these things in their own workplaces and communities.  They understand that when people are given access to the support, skills, and resources they need to thrive, everyone benefits – especially when you can verify that these efforts are truly making a difference. When employees are seen and heard, they can engage in these philanthropic efforts too, and they benefit when the well-being of their families, friends, and co-workers is improved.

This is where psychology provides a unique opportunity for your organization. A corporate partnership with the American Psychological Foundation (APF) allows leaders to support innovative, evidence-based interventions based on psychological knowledge that directly address some of society’s most pressing challenges. Through APF’s Direct Action Initiative, corporate partners help make an impact by providing critical care through evidence-based interventions to people in their own communities. This work is designed to meet communities where they are, tailoring interventions to unique needs and experiences.

APF Direct Action: Bridging Research and Real-World Impact
APF Direct Action bridges the gap between research and real-world impact. Through several mechanisms including the Direct Action Visionary Grants and Direct Action Programs, APF is supporting innovative interventions that directly translate psychological knowledge into solutions that improve lives. These efforts align with APF’s visionary priorities to serve marginalized communities, end prejudice and stigma, prevent violence, and address mind-body health connections.

The Direct Action Corporate Alliance was created for organizations seeking a stronger connection between their philanthropic investments and measurable community impact. Alliance members are given an opportunity to support community-driven solutions informed by rigorous, evidence-based psychological research, designed for sustainability, and evaluated to ensure that the investment works. Joining this alliance is truly an invaluable way to invest in well-being and social change, community-driven solutions, measurable outcomes, and long-term impact.

My Perspective on Impact That Lasts
As a psychologist and as a corporate leader, I have long supported APF, its mission, and its purpose.  Perhaps I was first interested in its provision of grants to student research, because I remember what it was like to be a graduate student with important research to do, but not enough resources to do it. APF was (and still is) funding people who were just like me; people who were passionate, dedicated to psychological science, and eager to help others, but needed some support in doing so.         

Later in my career, APF stood out because they consistently turned their mission into action. Many organizations have great missions, but missions don’t mean anything until they are meaningfully put into practice. Now, through APF’s Direct Action Initiative, they are supporting the application of interventions based on rigorous research and closing the time gap between the publishing of research and the delivery of services to those who need it now. The clinician and organizational leader in me knows that this timing and effort make a difference in the lives of others by providing people in communities with the support and skills they need to thrive.

Whether your organization is exploring investing in mental health and wellbeing or looking to deepen an existing commitment, there is a place for you and your business in this work. This is an opportunity for organizations, leaders, and anyone who believes that well-being matters – to move beyond awareness and good intentions, and toward action that is measurable, meaningful, and directly connected and delivered to the people it is meant to serve.   

APF Direct Action is human impact you can measure. The corporate alliance gives your organization a chance to invest in solutions that truly matter and that make a valuable difference. We invite you to be a part of the Alliance.

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References

Faber, E. (2025). 2025 Gen Z and millennial survey. Deloitte Insights. https://www.deloitte.com/us/en/insights/topics/talent/2025-gen-z-millennial-survey.html

Macri, C. (2025). The heart of business: Why corporate giving matters more than ever. Business Review EU. https://business-review.eu/sustainability/social-responsibility/the-heart-of-business-why-corporate-giving-matters-more-than-ever-269661

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APF Direct Action translates what psychological science tells us about how people thrive, and turns these insights into real-world action. We invite your organization to partner with us in this work, leveraging science to build a healthier, more equitable world

Together, we can equip psychologists and researchers with the tools to bring evidence-based solutions where they’re needed most. Support APF Direct Action today to help continue turning psychological science into meaningful impact!

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