Suru Labs Mission
Turn ideas into action by giving people and organizations the capability, connections and confidence to do more.
Suru comes from the Japanese verb する — to do.
It reflects what we believe: ideas only create value when people have the opportunity, capability and support to put them into action.
We bring people together. We share expertise. We create practical experiences. We solve real problems. And, wherever possible, we help turn the answer into something that actually gets done.
Because sometimes the thing standing between a good idea and a meaningful outcome isn't another strategy, another tool or another meeting.
It's having the right people around you at the right time — and the opportunity to do something with them.
Our founding story
Suru started with a simple belief: the best ideas come from bringing people together.
Throughout our careers in marketing and sales, we've seen firsthand how much better decisions get when you have a few smart people in the room looking at the same challenge from different angles. One conversation can unlock an idea you never would have reached on your own.
So we started hosting marketing hackathons and buildathons, bringing together marketers from all kinds of companies, industries, and backgrounds to work alongside nonprofit organizations who needed some extra marketing support. For a few hours, everyone rolled up their sleeves to tackle real marketing challenges, share ideas, and build solutions together.
The experience was incredibly inspiring, every time.
Nonprofits left with pages of ideas, new strategies, and a renewed sense of what's possible. But what surprised us just as much was the marketers. They loved using their skills to help organizations doing meaningful work, and when the day ended, they all wanted to know the same thing:
"When can we do this again?"
That's when it clicked. The collaboration was too valuable to happen just a few times a year.
Nonprofit marketers don't run into one big challenge a year. Like all marketers, they face new questions every week. Sometimes they need feedback on a campaign. Sometimes they need help thinking through a strategy. Sometimes they just need another marketer to say, "You're on the right track," or, "Have you thought about this?"
At the same time, we had this growing community of talented marketers who genuinely wanted to keep helping.
So we built the Suru Advisory Board as a nonprofit to help scale other nonprofits.
Now, instead of waiting for the next event, nonprofits can tap into a community of experienced marketers whenever they need another perspective or task to execute. Whether it's a quick question, a big decision, or a marketing challenge that's been keeping them up at night, there's a group of people ready to jump in and help.
And we still believe what inspired Suru in the first place: great ideas happen when people collaborate. Our job is simply to make those connections happen every day.
Our Inspiration
SURU LABS
California nonprofit public benefit corporation
© Suru Labs 2026
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