social good academy

Expand purpose, meaning and contribute in a powerful way toward a sustainable world, using your business as a force for good.


Be part of a cohort of businesswomen who, like you, are ready to step into an expanded purpose, create more meaning and a clear vision for your business, and contribute in a powerful way toward a sustainable world.

Social Good Academy
With Deb Alcadinho and the Academy Faculty

We invite you to join us for an intimate, trusting, ground-breaking journey to discover and unlock the social good your business will create and become an impactful business creating real change on issues important to you!

Limited to 6 women.

Program Dates: October 2022 – January 2023
Registration closes: Friday, October 14th, 2022
We start on Monday, October 17th, 2022.

Some of our clients have felt like this before the Academy… Is this you? 


Finding great employees is increasingly challenging and expensive. Is there a better way?


You’ve heard about social good and think it’s a good concept but you want a simple, streamlined, cost effective strategy to implement it.


You want to Increase your profits but not sacrifice the purpose of why you started your business.


You don’t know the difference between philanthropy and social good.


You have a giving heart and want to say yes to opportunities that fulfill your purpose but don’t know where to start.


Younger employees are concerned about the environment and other social issues and want you to be involved, but you don’t know how it all fits with your business.


You’re not sure why your business should adopt social good, why it’s important or why you should care.


You’re searching for the missing spark, meaning & purpose in your business and wonder if you can get it back.



2 live, online sessions each month.


Training and coaching sessions with Deb and the Academy faculty.


Learning portal with workbook and all training materials so you’re prepared for each training session.


Access to recordings of learning sessions on-demand.


Private Facebook group to deepen relationships and share information between participants.


Office hours with our incredible instructional team throughout the course at key decision points to ensure your success.


6 step-by-step modules to teach you how to define, align, embed and measure social impact in your business.


Mini-course to craft your social impact story to share with your employees, customers, suppliers, and the world.


Mini-course on the UN Sustainable Development Goals, lifetime access.


Your personal social impact roadmap to start creating impact today, tomorrow, and long into the future.


Community! One of the greatest benefits is your own community of social entrepreneurs learning together, building trust and rapport and supporting each other in your social impact journey. 

My invitation to you, to join the Social Good Academy. 


Define Purpose

Develop the ethos of your business by inward reflection on what’s important to you (passions, values, your ‘why’ and you’ll define your personal purpose. You’ll declare and explore the cause that fires your soul. These elements build the Social Purpose for your business, and we align with the United Nations Sustainable Development Goals framework. This is the foundation from which your social impact roadmap is created. 

Align Cause

Deepen your social cause exploration and gain insight into awareness of the cause you care about, by examining who’s working on the problem, and where the unmet needs are. By aligning the cause to your company, and working it into the DNA, you’ll  delve into how your company is best suited to contribute and make a difference. We also investigate alignment with the charitable sector.

Embed Purpose & Engage Team

Develop your business purpose to foster growth, focus, and social impact. Learn strategies to embed purpose and engage your team, to bring them along in your social impact journey.

Explore Contribution

Explore a variety of social impact frameworks and contribution models to determine the best fit for your business. We’ll examine what you’re already doing, how you can augment or improve it, and look at the financial recording and reporting of financial, in-kind, service, and pro-bono contributions..

Amplify Cause & Impact

Learn our storytelling formula for maximum authentic amplification to put the spotlight on the cause, the organization that is helping to solve the issue, and the impact you’re creating – so you can share with stakeholders, vendors, suppliers, customers, and the community.

Measure Impact & Meaning

It’s not worth doing if it’s not measurable! Learn an impact measurement process to measure and evaluate the social impact pillars, and an annual strategy to measure both the impact for the charitable sector, and meaning for your company.


Clarity about your business goals, direction and impact you desire. You will move forward in your business with renewed purpose, alignment and the ability to easily say yes to opportunities that are in alignment with your impact roadmap.

A deep knowing about yourself and your business, developing the Social Purpose for your business.

Being part of the solution. You’re helping to solve some of our most pressing social, environmental or economic challenges in alignment with the UN Sustainable Development Goals.

Time to implement as you learn, so by the end of the course, you will have the tools to be up and running as a social good, social impact business.

Community in a small cohort of like-minded social entrepreneurs learning together, building trust and rapport and supporting each other in your social impact journey by sharing experiences along the way.

Recognition. Proudly display your Social Good Academy graduate badge and move toward becoming Business 4 Social Good certified.

Support in the training. We’re holding your hand and navigating with you helping you learn social impact best practices.

By the end of the course you’ll know how to:

Make profit WITH purpose by defining, aligning, and integrating a cause you care about.

Attract and retain engaged employees by giving them meaning and purpose beyond their pay cheque.

Solidify customer loyalty with those who align with your values and want to do business with you.

Stand out in your industry as an impact leader by amplifying the cause you’re passionate about and how you’re positioned to help solve it.

Connect on a deep impactful level in your community by amplifying the organizations helping to solve the problem you’re impassioned to be part of. 

This brilliant woman got more than she expected … 

⚡ Recently, I completed the Social Good Academy as I was looking for ways to have more social impact on my businesses. It was a game changer! So now, when people are considering enrolling and ask me what I think, here is what I have to say:

Enroll in the Social Good Academy. *Just do it* 💪

You will meet some amazing people with unique and diverse perspectives to share.

While I thought I understood social impact, the program deepened my knowledge. It gave me the perspective and tools to fully envision my impact, teaching me how to engage my communities in my two businesses and really bring it to life in tangible, meaningful ways.

The combination of exposure to dynamic female business owners and faculty educators who are thought leaders in their fields of expertise, means I have been exposed to a combination of people I would never have before.

Do yourself a favour: 👉 Enroll in the Social Good Academy. 👈⚡

Shaz Kozak, Elmtree Digital Marketing


Social Good Academy Tuition $1,997 Cdn + GST

Choose to pay in full or take advantage of three equal payments of $680 + GST, upon request.

Course includes FREE bonuses over $2,400 

FREE Bonus: Coaching check-in with Deb during the program (12 hours)

$1800 value

FREE Bonus: Craft Your Story mini-course, includes free 1:1 with instructor

$ 497 value

FREE Bonus: Beginner’s Couse on the UN Sustainable Development Goals

$ 197 value


We know that the Academy training and supportive community will be a great fit for you, and for the impact you have yet to envision. If for any reason, the training is not what you expect in the first 30 days, we will refund your full tuition. 

Winter 2022 Cohort Oct 17/22 – Jan 12/23

LIVE, Online Sessions Monday & (mostly) Friday from 9:00 – 10:30 am PST
Class schedule is the last item in the FAQ section.


Sustainable Development Goals Beginners Course

* Two Book Bonus by visionary authors* Only for the early birds!

The Greater Good, Social Entrepreneurship for Everyday People Who Want to Change the World, by Madeleine Shaw.  “If the social and environmental impact of your initiative are as important to you as its financial success, then you’re not just an entrepreneur – you’re a social entrepreneur. Discover and learn from Madeleine Shaw, a social entrepreneur herself, and a community of visionary leaders who are using their skills and values to serve the greater good.”

Passion to Purpose, a seven-step Journey to shed self-doubt, find inspiration, and change your life (and the world) for the better. By Amy McLaren. “This book is your guide to discovering your passion, living your purpose, and making a positive impact on the world. It’s about turning your big dream into a reality. Imagine if everyone took a few minutes each day to make the world a better place using their unique talents fueled by their deepest passions!”

Coaching with Deb

Optional group coaching sessions with Deb to help cement your learning, offered each week for one hour, totaling 12 hours over the duration of the Academy. There’s rich dialogue that occurs in these sessions! $1800 value.

Craft Your Story

Craft your story and follow our 6-step process by learning through story, examples and exercises . This longer form story synopsis can be used on your website, in keynote presentations, or TedTalks. $497 value & incudes 1:1 with instructor. 

Sustainable Development Goals Beginners Course

Beginner’s Course on the
UN Sustainable Development Goals

In this introductory lesson, students will learn what are the United Nations Sustainable Development Goals with an overview of each of the 17 goals, along with one simple action you can take on each goal. #197 value.

She connected her services to her social impact …

When I started the Social Good Academy, I had no idea how I would connect the products and services of my visual storytelling business to create a social impact. I will never forget one day working on my Academy homework when my potential impact hit me, sending a chill of excitement and awareness through my body. 

Deborah LeFrank, Visual Life Stories

The stats speak … becoming a social good company will save you money & increase profitability. 

According to a recent study, company’s spend an average of $4,129 in employee acquisition and onboarding costs. When employees find you and align with the company values these costs are significantly diminished.(Average from the Society of Human Resource Management)

Acquiring new customers is expensive! Save $10,000 plus in marketing to attract new customers, when you build brand loyalty with customers who align with company values and the good you’re doing.

Companies with a strong social purpose, that focus on making a profit with purpose, are 206% more profitable.

She uncovered her reason for being …

The Social Good Academy program is structured to build upon learnings while digging deep to uncover your raison d’être. No matter where you are on your social impact journey, this academy is a great place to be! The training, the probing questions, the amazing group of women, the expertise of all of the presenters, and the scope of possibilities – were all truly amazing.

Lori Elder, BA, CTM, Dipl. PR. Founder, PR4Good


What is the time commitment?

Over 12 weeks, learners will need to commit approx 4-5 hours weekly to the program. We strongly recommend you set aside the time in your calendar, as this is an investment in yourself and your business.
Here’s the time structure:
– Training sessions are 90 minutes, every Monday at 9:00 AM (PST).
– An optional coaching checkin for 60 minutes, every Thursday at 10:00 am (PST)
– Expect about 2 hours of classwork per week.

You’ll be sent calendar invites with Zoom links for ease in your digital calendar. And the link will be in your student portal. 

How do I access the course?

The course materials and session recordings will all be accessible from a learning management system. Each student will have login credentials.

What happens if Zoom is down or we have a Canada-wide technology outage that prevents everyone from attending?

The calendar will be extended to accommodate the missed class.

How much extra work is required beyond the scheduled training times?

Expect about 2 hours of classwork per week.

I’m concerned about confidentiality. Are there safeguards in place?

Each participant must review and sign a confidentiality and non-disclosure agreement upon onboarding into the program. Confidentiality is of utmost priority for us too! What is said in the Academy, stays in the Academy.

Are the sessions recorded?

Yes and will be loaded into the learning portal, so you can access them later.

I have some travel planned during the course dates. Is that a problem?

the recording will be available for reviewing and course work. So go and have a great time.

What happens if I need to miss a session?

The richness is in showing up, however, if life happens and you can’t make it, the recordings are available and Deb is available to answer questions and get you back on track.

I don’t have an exact cause identified … will this help me find one?

Yes! Through our proprietary process, you’ll definitely land on a cause that completely resonates for you and your business.

I currently have a giving program but am struggling with figuring out the accounting surrounding it and how to actually measure outcomes. Will this be discussed?

Yes! Many of our students have realized that their tracking, reporting, and measuring can be improved and our faculty instructor who teaches this module is a certified accountant (CPA, CMA), so you can have confidence in the answers.

Who is the Social Good Academy for?

I developed the SGA with two female business owners in mind.

A Millennial (Gen Y) owner who has experienced fast growth in her tech, fin-tech, manufacturing, or service-based company.

  • She may have some knowledge of social impact or the UN Sustainable Development Goals, but if not, that’s ok.
  • She’s struggling with increasing customer loyalty. 
  • Younger employees are informed about the UN Sustainable Development Goals and she doesn’t understand their importance to her company or her employees. 
  • She’s ready to be an impactful leader, to make a difference toward a cause she cares about (or wants to find one) on global or community issues.
  • She’s seeking more meaning and purpose in her company and is ready to stand for something and have it part of the company’s DNA.

A Gen X & Baby Boomer business owners who has a well-established business. 

  • She is seen as a community-centric company and receives a lot of donation & sponsorship requests, but feels a lack of meaning with donations. She doesn’t know what the organizations do with her contributions. 
  • She is not informed about the Sustainable Development Goals and wants to learn their importance and relation to her business. 
  • She’s seeking ways to have a more engaged workforce and build customer loyalty. 
  • She wants to have impact in her community. 
  • She wants to leave a legacy.
What's the class schedule?

Monday, Oct 17 – Welcome + learning session
Friday, Oct 21 – Q&A / roadblock buster
Monday, Oct 24 – learning session
Friday, Oct 28  – Q&A / roadblock buster
Monday, Oct 31 – learning session 
Friday, Nov 4 – Q&A / roadblock buster
Monday, Nov 7 – learning session
Thursday Nov 10 – Q&A / roadblock buster _ no session on Friday Nov 11 in honour of Remembrance Day
Monday, Nov 14 – learning session 
Friday Nov 18 – Q&A / roadblock buster
Monday, Nov 21 – learning session 
Friday, Nov 25 – Q&A / roadblock buster
Monday, Nov 28 – learning session 
Friday, Nov 25 – Q&A / roadblock buster
Monday Nov 28 – learning session 
Friday Dec 2 – Q&A / roadblock buster
Monday Dec 5  – learning session 
Friday, Dec 9 – Q&A / roadblock buster
Monday, Dec 12 – learning session
Friday, Dec 16 – Q&A / roadblock buster
Monday, Dec 19 – learning session 
Thursday, Dec 22 – Q&A / roadblock buster (*moved from the Friday session due to proximity of Christmas)
Monday, Jan 2 – learning session 
Friday, Jan 6 – Q&A / roadblock buster
Monday, Jan 9 – learning session 
Friday, Jan 13 – Q&A / roadblock buster
Monday, Jan 16 – graduation

She crystallized building her business with purpose …

The Social Good Academy was an amazing experience to be in the company of like-minded women from diverse backgrounds. I have crystalized my path towards building my business with a strong purpose. ~ Kim Holl, Stories Told On Film.

Kim Holl, Stories Told On Film

Why I Created the Academy For You

 I’m Deb Alcadinho, the founder of Business 4 Social Good and the creator of the Social Good Academy. After decades of owning businesses, working for companies and non-profits, being employed by government, and always having a philanthropic heart I realized i wanted to give in a more fulsome aligned way.

This realization came when I turned 50 and I felt like I was not living my purpose. I was asking myself important life and values questions – Who was I at more core? What was important to me? What did I stand for? I knew I wanted to have more of an impact on the issue of helping to solve violence against women, but I didn’t know how or where to start.  

Social good and conscious consumerism came on my radar, initially I thought, as a cool new marketing trend (I love marketing!) But it wasn’t long before I realized these concepts were not trends, and are here to stay. Consumers and employees alike are demanding social good from companies they work for and the brands they support. I spent almost a decade researching and learning. I knew this shift would be business-changing for companies if they adopted social good – the stats were stacking up with decades of research. The issues of our world and humanity are all outlined in the United Nations Sustainable Development Goals, collectively we need to pay attention.

It also became apparent to me that other businesswomen, like me, are searching to make an impact on issues they care about but lacked the framework of how to fully integrate social good and do more than simply writing a cheque. 

Recognizing a gap in the marketplace of a social impact training company for small and medium sized businesses, I researched social good best practices and put a framework together. And I curated a faculty of industry-leading professionals.

Today we bring the Social Good Academy to business owners just like you – who want to have a purposeful company, make an impact on community or world issues important to you, while inspiring your workforce and customers alike! 

I look forward to seeing you inside the Academy! ~ Deb xo

She declared the impact her business could have …

What is remarkable about the Social Good Academy is that it prompts participants to seek clarity on what matters to them and WHY they set up the business they did. Once the WHY is clear, the course helps determine the HOW and WHAT to do to align to the root cause even deeper.

The Social Good Academy strengthened our business models – the course content probes on many facets of our business and creates a focus on what to measure. I love that the course helps declare the impact that you want your business to have in this changing world. Uber powerful.

Finally, you get to meet other stellar business owners that are shifting the way business is done. A powerful network of changemakers.

Gail Stepanik-Keber, Founder & Purpose Enthusiast, Triniti Solutions Inc.

Are You Ready? 

Your skills are needed. Your gifts are SO valuable. And there is absolutely room for you at this table.
Everything you need to create and launch your life-changing, profit-driving, purpose-making social impact business this year is waiting for you inside the Social Good Academy.

Join this cohort and step into an expanded purpose, meaning and vision for your business so you can contribute in a powerful way toward a sustainable world.

I look forward to helping you become the force for good that I know you can be!

Investment is only $1997 



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