What drew me to Goodeed was its simplicity and its courage - Adriana Preda, Goodeed USA

Adriana Preda has over 15 years of entrepreneurial leadership across private and NGO sectors. She is the First Obama Scholar from Romania, an Executive Board Member at The Social Incubator association, supporting the integration of disadvantaged youths, and the Co-founder of Goodeed USA. Goodeed is a French impact-driven company that allows people to plant trees, send vaccines or offer meals FOR FREE by simply connecting to the Goodeed website and watching twenty seconds of entertaining ads. The company is now expanding in the US. 

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“What drew me to Goodeed was its simplicity and its courage. For more than a decade, I’ve worked to create opportunities for vulnerable youth and I’ve seen how often great ideas fall short for one reason: funding. 

During those same years, I also worked with many national and international companies to build impact strategies and create shared value. That experience shaped how I see the role of business which should be a true driver of change. Goodeed turns that problem into possibility. It transforms everyday actions, like watching an ad, into real support for causes that matter.

Goodeed connects creativity, technology and purpose in a way that makes generosity part of daily life. For me, it’s about reimagining how we fund change and building something that lasts. I wanted to be part of that shift, helping create a model where doing good isn’t an afterthought but the way the world works and showing that businesses can grow by doing good. 

And when Vincent, a good friend and the founder of Goodeed in France, called me, everything clicked. We met during a leadership program at Columbia University and became close friends. One day he said, “Let’s do this. The world is changing, nonprofits everywhere need new ways to survive and the U.S. is where this can truly scale.” I didn’t hesitate to become allies in doing good.

And of course, I have an ulterior motive, though it’s hardly a secret. The U.S. is our main focus right now, but I also want to bring it home to Romania, to test it, pilot it, and maybe one day scale it across Eastern Europe. There’s so much potential in that region, so much untapped energy. Step by step, I’m optimistic about what we can build.” Adriana says.

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“Goodeed turns online advertising into social impact.”, she explains. 

“Instead of asking people to donate, we let them give by watching an ad. Each view funds a nonprofit project, paid for by the brand. It’s a simple idea that connects purpose and performance, helping companies reach audiences in a more meaningful way while generating real-world impact.

For brands, it is smarter marketing. Every campaign tells a story that matters and builds genuine engagement because people choose to be part of it. Goodeed helps you grow your brand and your impact at the same time.”

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As the company scales to the US, Adriana thinks that the biggest difference between the two markets, when it comes to impact advertising, is how mature the ecosystem is there.

“In America, impact advertising is already part of a broader conversation about brand purpose and consumer trust. 

Companies see social impact as strategy, as something that drives reputation, loyalty and long-term value. 

In Europe, the intent is strong, but the market is still catching up in terms of integration and scale. Many brands are experimenting with purpose-driven campaigns, yet the connection between marketing and measurable impact often remains separate.

Another clear difference is speed. The U.S. market moves faster. There’s a stronger appetite for innovation, for testing new formats and partnerships that link storytelling with measurable results. In Europe, things tend to evolve more carefully, with longer approval cycles and a stronger focus on compliance and alignment.

For me, that contrast is energizing. It means Goodeed can learn from both worlds  - the strategic boldness of the U.S. and the thoughtfulness of Europe - and build a model that brings the best of both together.”

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Her growth strategy is focused on industries where it’s more natural for purpose and visibility to meet, such as consumer goods, tech or lifestyle.

“These are sectors where storytelling matters, where audiences care about the why behind a brand as much as the what. 

Goodeed helps them turn that connection into something tangible, translating engagement into measurable social impact. Of course, we’ll start by building on what already works. Many of our partners in France also have a strong U.S. presence, so we’ll begin there. 

The relationships are already built, the trust is there, and it gives us a solid foundation to test and adapt the model to the U.S. market.

From there, we’ll expand into entertainment, media and other purpose-driven sectors, industries that thrive on engagement and are constantly looking for new ways to connect with their audiences. Our goal is to help brands grow through impact.”

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When it comes to selecting U.S. nonprofits, Adriana says that even though they’ll focus on local partnerships, their impact can be global.

“After a careful vetting process, we can support causes and organizations anywhere in the world, as long as they meet our standards of transparency and shared values.

We look for organizations that create real change and communicate it clearly. Trust is essential. So is alignment, as we want partners whose missions resonate with both Goodeed and the brands we work with. 

Whether it’s youth empowerment, climate action, or community well-being, the goal is to build partnerships that feel authentic, create genuine impact and inspire people far beyond a single campaign.”

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Going from Europe to the US

When taking an European business overseas, adjustments will be necessary. Many European startups tend to underestimate how different this new market is, she adds.

“This market is faster, louder and far more segmented. The scale and the level of competition require a different kind of agility.

We’re taking a more mindful approach. Listening before acting, testing before scaling and building real partnerships with people who understand the local landscape. Instead of trying to fit what worked in Europe, we’re shaping Goodeed  around how Americans connect, consume and care.”

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So, as they bring Goodeed to the US, she knew that some things had to be recalibrated, and the first one was the mindset.

“In Europe, brands are often driven by compliance and long-term sustainability goals.

 In the U.S., purpose has to meet performance from day one. It’s a faster, more data-driven market where results and storytelling go hand in hand. 

We also needed to adapt the way we communicate impact. American audiences respond to clarity and evidence, they want to see exactly how each click or ad view translates into real change. That’s a good thing, as it keeps us sharp and transparent.

And, of course, partnerships look different here. The ecosystem is larger and more competitive, but also more open to innovation. That means we can move faster, test, iterate and scale in ways that are sometimes harder to do in Europe. In short, the fundamentals are the same, connecting purpose with performance, but the tempo and the expectations are higher. It’s challenging, but it’s also what makes this expansion so exciting.”

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Another thing to consider when scaling is alignment - making sure that the core vision and principles stay the same across different markets, even though many other aspects of the business will differ.

“For us, alignment isn’t based on geography but on values. The way we operate in New York, Paris, or Bucharest might look different day to day, but the vision remains the same: to make generosity simple, accessible, and measurable. That’s our north star.

We stay connected through constant dialogue. Our teams collaborate across time zones, sharing what works, what doesn’t and how local insights can make the global model stronger. 

‍We don’t believe in copy-paste expansion. We adapt to context while protecting what makes Goodeed unique which is creativity, transparency and impact.

It also helps that our culture is built on trust. Vincent and I share strong values and a deep respect for each other’s experience and instincts, and that spirit flows through the entire team. We challenge ideas, not intentions and that’s how we keep evolving while staying true to our mission.”

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As Adriana is managing the expansion process from her position as a Co-founder, we also wanted to learn more about her take on an effective Go-to-Market strategy, especially when expanding internationally.
“For me, an effective go-to-market strategy starts with absolute clarity - understanding the problem you’re solving, the audience you’re serving and the value you bring to their lives. Everything else builds from there.

‍Then comes localization. You can’t scale a global idea without getting the local nuance right. Every market has its own rhythm, language and cultural code, and respecting that makes all the difference between expansion and connection. Listening deeply to each market is how you earn trust before you earn traction.

The third pillar is partnerships. No one scales alone. Finding the right allies, people and organizations that share your vision, can accelerate growth in ways strategy alone never could.

And the last one, adaptability. You need to test fast, learn fast and stay humble enough to pivot when the market speaks back. The best GTM strategies are living systems that evolve with every market they enter and grow alongside the business.”

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Lastly, we asked Adriana to share her hopes and goals for Goodeed in the US in 2026: 

“By the end of 2026, I want Goodeed to have a strong U.S. footprint, a high-performing sales team and a diverse portfolio of campaigns that connect brands and nonprofits in ways that are both creative and effective.

We’re in the investment phase now, laying the groundwork to scale, raising capital, expanding our team and building the right partnerships with advertisers and causes that share our vision. 

The goal is to move from early collaborations to a consistent pipeline of campaigns that prove the model at scale. 

In parallel, we’ll begin testing the platform in Romania, my home base and a perfect environment to pilot social innovation. That dual approach will help us grow strategically, balancing global ambition with local roots.”

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Thank you, Adriana Preda!