For the past three-plus decades, John Washko led luxury hospitality sales, marketing, branding and operations for world-renowned North American and international properties including The Broadmoor in Colorado Springs, Atlantis Paradise Island in The Bahamas and Mohegan Sun in Connecticut. Deeply committed to serving the hospitality industry, he has been an active member of Hospitality Sales and Marketing Association International (HSMAI) for more than a decade, including chairing the organization’s Americas board.
[Related: Is the Hospitality Industry Talent Pipeline Drying Up? Leaders Chime In.]
Now an independent business development consultant, Washko is leveraging his experience and expertise to help clients transform and elevate their enterprises through innovative strategies and tailored solutions that maximize revenue potential and enhance market share.
His current engagements include New Jersey-based Impact 4 Good. Founded in 2005 by Ira Almeas, an industry veteran with three-plus decades of experience in the incentives, corporate meetings and events sectors, the company is nationally focused on using community service to strengthen group bonds.
Building on 20 years of connecting corporations and communities and creating community service opportunities for clients wherever they gather, the mission is more important than ever in the current climate.
In conversation with Meetings Today Senior Contributor Jeff Heilman, Washko discusses the heightened importance, value and long-term impact of corporate outreach and teambuilding for both planners and groups.
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Meetings Today: Congratulations on your new direction and Impact 4 Good’s 20th anniversary. What are the company’s goals for 2026 and beyond?
John Washko: Primarily, to continue to build lasting impact. In approaching this year, we have been reflecting on how corporate social responsibility (CSR) team events have evolved over the past 20 years and what we hope to see in the future.
An exciting shift that we have noticed is how companies are approaching initiatives and ways to give back. This trend is not just about creating memorable, one-time events, although those remain impactful. Rather, we are seeing organizations take their CSR efforts to the next level by fostering long-term partnerships with nonprofits and creating deeper, ongoing engagement with the causes they support.
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How is this evolution developing, and how do you envision it flourishing in 2026?
The vision is to evolve the model from one-time giving to long-term partnerships.
CSR events have traditionally centered around singular acts of giving, like packing food kits, assembling school supplies or creating care packages. While these initiatives are incredibly valuable, companies are now realizing the potential to extend their impact by forming lasting relationships with nonprofit organizations.
This might mean partnering with a nonprofit for several years, collaborating on projects that align with shared values, and investing in the nonprofit's mission in meaningful ways. For example, a company might host an annual teambuilding event to support a specific cause but also commit to volunteering, funding or promoting that nonprofit throughout the year.
Encouraging year-round volunteering sounds like the most proactive and productive way for folks to get involved and deliver true measurable impact.
Absolutely. Another exciting trend we’re seeing is the promotion of employee volunteering outside of company events. By championing causes that resonate with employees, companies can inspire their teams to commit to taking action on their own time. Activities include mentoring youth, organizing neighborhood clean-ups and donating professional expertise to a nonprofit in need.
Presumably, companies must provide the tools and incentives to make this possible and enable effective volunteerism?
They do and they are. We are seeing companies support their people with volunteer time-off (VTO) policies, employee resource groups focused on specific causes, and recognition programs for employees who go above and beyond in their volunteer efforts.
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This sustained engagement helps employees feel more connected to their communities and strengthens the company’s overall commitment to giving back. Impact4Good consults with many of our corporate partners to incorporate a chance for employees to link right to their volunteer platform to educate the group on the platform and how to continue to volunteer with a cause.
How else are you driving impact?
Advocacy and getting the word out are big. To make a lasting impact, CSR initiatives must reach beyond team events and be part of the broader conversation. Companies are starting to champion causes by sharing their message across multiple communications channels, using social media, newsletters, internal communications and public campaigns to raise awareness and amplify their nonprofit partner’s work.
This approach extends the nonprofit’s cause message to reach a wider audience while giving employees a great sense of pride in the collective effort. It also reinforces the company’s dedication to making a difference, both internally and externally.
What about financial support for long-term value and impact?
One of the most forward-thinking trends we’re excited to see grow is the integration of impact investing into CSR strategies. Impact investing involves putting financial resources into organizations, projects or initiatives that generate measurable social or environmental benefits alongside a financial return.
For example, a company might fund a nonprofit’s sustainability project, help launch a social enterprise or invest in community infrastructure that aligns with its CSR mission. Impact investing goes beyond traditional donations by creating opportunities for long-term growth and systemic change, which benefits both the nonprofit and the community it serves.
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The power of the individual is one thing—and then there’s the power of the group...
Team-driven CSR events is a major focus of our 2026 vision. We hope to see more companies embracing these trends to create CSR events and programs that foster deeper connections, champion year-round engagement and drive long-lasting change. Imagine a world where CSR team events are just the starting point of a partnership that inspires ongoing volunteerism, meaningful advocacy and impactful investment.
At Impact 4 Good, we are helping companies make this vision a reality. Whether designing teambuilding activities with lasting impact, connecting companies with nonprofit partners or brainstorming innovative ways to give back, we are excited to be part of the journey.
As technology, remote work and other forces create distance between people, the value of connecting, collaborating and doing good whenever they meet is more important than ever for groups. Nothing beats teamwork and creating positive outcomes with lasting effect, together: here’s to making 2026 the year of sustained impact and purpose-driven partnerships.
