Do Good and Make Your Company Stand Out

There are people you’re lucky enough to meet in this life and are instantly sure you’ll know forever. One of those people for me is Felicia Ciaccio , the President of Impulse Health and a dedicated member of the Vitamin Angels Board of Advisors since 2020.

Our journey together began more than 15 years ago at Walgreens, back when I was the Associate Category Manager for Vitamins and she was the Coordinator of Special Projects. We’ve both come a long way.

She is one of the easiest people to engage, work with, and follow by example. From day one, she has carried with her the warmest, most welcoming energy and brought with her seemingly endless ideas and insight.

Once I was at Vitamin Angels, it was Felicia who developed the Walgreens side of our partnership between the two organizations. She guided it for years until leaving it in good hands, and the Walgreens/Vitamin Angels partnership continues to thrive to this day.

So I interviewed Felicia. Her role as a wise and trusted member of the Vitamin Angels Board of Advisors cannot be praised enough. She gets it. She always has. And I wanted to pick her brain about the work we do, how we shape partnerships, and what it means for companies to partner with a nonprofit.

What inspired you to join the Board of Advisors for Vitamin Angels?

When I worked for Walgreens, I was part of the team that helped stand up the partnership between Walgreens and Vitamin Angels. So I was able to learn about Vitamin Angels’ mission, the work they’re doing, and the people they’re impacting. It was really inspiring to be a part of that —?something bigger to help increase the number of people that Vitamin Angels was able to reach.

It was staggering numbers that we could see through the partnership. We were impacting millions of mothers and children around the world. I was able to be a part of a vitamins job several years ago when I was able to go to India and see first-hand in a migrant worker village the impact that vitamins, specifically Vitamin A, were having on people in that area. And that was honestly life-changing for me to see.

So when I left Walgreens in 2018, about 90% of people thought I was leaving to go to Vitamin Angels. When [Scott] reached out with the Board of Advisors opportunity, it felt like a natural progression for me to move into, and I was really grateful to be able to continue to work together and build on the impact they were already making.

What excites you about the work Vitamin Angels is doing today?

I’ve always been amazed by the Vitamin A program. It’s wild how something so small can make such a big impact. But, overall, the prenatal program is very inspiring to me.

I’m a mother of two boys. I’ve always been fortunate to have the financial means and accessibility to prenatal supplements, regular doctor visits, and healthy foods. So I’ve really been in control of my health and my kids’ health, from being pregnant to when they were born.

The first time I felt I wasn’t in control was when we were about to be discharged from the hospital with my first child. Somebody came in and told us they were going to give our kid a hearing test. I was taken aback. They don’t tell you anything that’s going on when you have a kid.

You just have to wait for the test to run and see what happens, right? But I think about that with mothers who don’t have access to prenatals and how the Vitamin Angels program allows them to be able to take back control, ensuring that their child’s health is within that control — something they can impact.

How has investing in purpose-driven work shaped you, professionally and personally?

I think, professionally, it’s really understanding that it’s a two-way street between corporations and nonprofits. It’s not just the corporation helping the nonprofit organization by funding and helping build awareness. There are a lot of things the charitable organization can do to help the corporation as well —?helping to build relevancy, driving employee engagement, and the like. So that’s been really helpful as I’ve continued to work on this side, explaining what Vitamin Angels does and how it can be beneficial.

And then, personally, it’s just been acting on the fact that if you can help, you should help. That’s been something I’ve been trying to instill in my kids. Whether it’s little things or big things, it always makes you feel good, and it also makes the person you’re helping feel good. It’s just the right thing to do.

What makes Vitamin Angels a valuable partner to a corporation?

The bulk of spending power comes from women, and many of those women are mothers. So given the cause of Vitamin Angels and that it impacts women and children, it’s relevant for companies to partner with Vitamin Angels because it’s going to be relevant to their consumers.

The second piece is that Vitamin Angels has a team of people that ensure that the partnership is beneficial for both sides. They’re not just going to take the donation and thank you. They’re also working with the corporations to ensure that they’re seeing the benefits they want, whether it be driving relevancy, increasing employee engagement, or bringing about a point of difference.

Why do you think it's important for companies to make a difference through purpose-driven work??

When customers go out, they’re going to buy the products they need and want. Especially lately, there’s a sea of products that pretty much do the same thing, or at least similar things, so it’s hard for companies to find a way to differentiate and be relevant with their consumers today.

Partnering with a charitable organization helps that connection. It helps the corporation stand out and stand above their competition. So they have that point of difference to steer people toward their products or services.

And then I think the other piece is employee engagement. That was a big one for me, especially when working for Walgreens. People come to work every day to do the job that they’re paid for, so they might love their job, they might hate their job, or they might love and hate their job in the same day. But this is something that they can be a part of and love about their job every single day. And then it makes them feel like they’re working for a good company that helps their community. So, overall, it can help with employee retention and just having happier people in the workplace.

If someone is in your position at a corporation, who might be hesitant, what advice would you offer to encourage them to partner with nonprofits?

It’s about understanding what your goals are and what you’re trying to get out of the partnership. It takes planning. Make sure that whatever nonprofit you’re partnering with is prepared to help you achieve those goals. In the end, it’s about ensuring that it’s a sustainable relationship. You have to find a way that it continues to make sense for your company.

How does being a mother and a female CEO guide your role with Vitamin Angels?

This role has certainly linked me to a lot more companies that are female-led, female-founded, and female-owned. We’ve partnered with them and found ways to advance together. When you’re talking to women, especially mothers, it makes that conversation more natural when you’re discussing who Vitamin Angels helps because it just resonates more.?

People, especially women, and more so mothers, realize how important these supplements can be because everyone wants a healthy child.

How can a person get involved in this kind of work?

Find a charitable organization that speaks to you and reach out to see how you can get involved. Look for volunteer or educational opportunities.

I was lucky enough to be in the right place at the right time to get connected with Vitamin Angels, and it’s been such a rewarding experience for me. It’s just a great piece to talk about beyond your everyday job. It’s something you’re doing that’s not just financial. It’s for you. It’s about finding those ways to enrich your life and make it fuller.

Learn more about what a partnership with Vitamin Angels can do for your company here.