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Advocating for Change: A Case Study with Goldman Sachs 10KSB Voices

More Engagement and Participation

Attention from Elected Officials



The Goldman Sachs 10,000 Small Businesses Voices program helps small business owners in the United States advocate for policy changes that help their business, their employees, and their communities.

The more business owners that get involved, the better. Which is why it was important to highlight the voices of business owners’ stories through video.

Quotation marks.

It really helps us get our message out and move the needle and make change for small business owners.

Watch the video to hear directly from our client – Jane Moffat, the Deputy National Director for 10KSB Voices at Goldman Sachs.


Our Approach

It was important to get a diverse representation of business owners in these videos. With cohorts across the country, we wanted to capture stories from a wide range of individuals from different areas. To achieve this, we used both used remote video and hired local videographers.

It was also important to show the elected officials who get involved – as a way of telling others to do the same and to show business owners that their voices are heard through this program.

The Value of Peer Recommendations and Authentic Storytelling

  • 92% of consumers around the world say they trust recommendations from peers above all other forms of advertising. (Nielsen)
  • 90% of consumers say authenticity is important when deciding which brands they like and support. (Stackla)



The goal of the video was to get people excited about participating and it achieved just that. After watching the video, business owners become inspired to join and advocate on behalf of themselves and their peers.

In addition to showing the video to business owners, elected officials are seeing this and are inspired to get involved.


  • Higher participation from small business owners
  • More interest from elected officials