The Goods, February Edition
Welcome back to another edition of The Goods – the newsletter covering the intersection of social good and strategic communications. As the GSG team continues to monitor the latest political news related to philanthropy and social justice, one thing is increasingly clear: we’re in for four long years. As the administration ‘floods the zone’ with executive orders – many already challenged in the courts – critical federal grants hang in the balance.
According to a recent poll from the Communications Network, while many groups are shifting to more cautious language around issues the administration has demonized, some are already adapting by strengthening language around their missions and values. In this edition, we’ll explore the power of storytelling in light of our current reality and how your organization can continue to own the narrative around your important work.
The Goods is a newsletter for social impact communicators that helps you keep track of the latest updates, trends, industry best practices, and much more. The newsletter is compiled and curated monthly by Jade Floyd, Victoria Dellacava, and Mia Saponara.
Storytelling Tips from the For-Profit Sector
To strengthen your organization’s storytelling, it can be helpful to look beyond the nonprofit world. Corporate marketing often offers valuable lessons that nonprofits can adopt to better connect with their audiences. Twenty Forbes Council members shared their thoughts on corporate marketing tips that the nonprofit sector should embrace – and most of their advice tied back to telling a compelling story.
Highlights include:
- Don’t assume that everyone understands your mission and issue areas out of the gate – use your story to help educate, build trust, and create an emotional connection with your audience.
- Highlight different parts of your story to motivate different audiences. Consider which stakeholders, for example, might be more moved by an economic argument vs. an equity argument.
- Make sure your message goes beyond “what” you do and focuses on the “why.”
- Repetition and consistency are key. It may take multiple rounds of communication for your story to stick with key audiences.
(Forbes)
Client Spotlight: Southern Reconstruction Fund
Less than 1% of Black founders and entrepreneurs have traditionally received venture capital. Southern Reconstruction Fund (SRF) Capital is a Black-led investment firm that aims to close the racial wealth gap through an equity-focused investment model to drive societal change. To help tell the story behind what makes them different, GSG’s the L@B partnered with SRF to produce a documentary film project: CAP NEXT.
The title – a play on the term “capital expenditure,” often abbreviated as “CapEX” – highlights the untapped and long-term potential of investing in Black founders. CAP NEXT introduces audiences to SRF, journalists, academics, and other fund managers to unpack the journey of Black investors seeking to unlock and unleash capital for Black companies and institutions in America.
The documentary features commentary from our experts at SRF Capital, as well as their esteemed peers such as Dr. Kneeland Youngblood, Christal Jackson, Dr. Pamela Jolly, and Tracy Gray, among others, who contextualize the current landscape of impact investing, venture capital firms, and fund management led by Black brilliance. The viewer learns that, while some Black businesses and institutions are thriving, more work must be done to ensure we don’t fall prey to the fallacy of supporting a “select few.”
This film is set to be screened at the Denton Black Film Festival and was recently shown at private events coinciding with the Sundance Film Festival and the Festival of the Diaspora in Medellín, Colombia.
AGILE Storytelling
In today’s fast-moving media landscape, standing still means falling behind. Is your organization’s storytelling agile enough to adapt, resonate, and drive real results? If not, it might be time to rethink your approach. In a recent podcast episode, consultant and author of Engage with Impact Nicholas Bruneau challenges nonprofit communications leaders to shift their mindset using the AGILE framework: Adopt a startup mentality; Go digital-first; Inspire with personal stories; Leverage your content; and Empower your community.
Here are a few tips we loved from the conversation:
- Great communications campaigns can’t happen in a vacuum. Work to integrate communications deeply with your policy, fundraising, operations, and leadership teams to ensure campaigns are well-informed and aligned with organizational goals.
- Find ways to tailor your messaging to show your audiences what’s in it for them. How will the policies your organization is trying to advance affect them, both directly and indirectly? How can they feel like they are a key part of the solution you’re providing? Lead with stories that highlight the impact you (and by extension, your audiences and supporters) will have on broader communities.
- Consider integrating hero-based storytelling to further resonate with your audiences (but avoid the ‘savior approach’). Who is the hero in your organization’s story? Highlighting their journey can help your stakeholders visualize your impact.
(Big Duck)
Client Spotlight: Fifteen Percent Pledge
While DEI is the subject of scrutiny from the federal government and certain corporations are rolling back their equity and inclusion efforts, groups like the Fifteen Percent Pledge are pushing back – partnering with companies to stay the course and build sustainable, supportive ecosystems where Black-owned businesses can thrive. The Fifteen Percent Pledge is an advocacy organization working with major retailers and corporations to commit 15% of their shelf space to products from Black founders.
The nonprofit is not only highlighting Black entrepreneurs’ disproportionate lack of access to capital, support, and networks, but also the fact that a healthy economy depends on access to diverse businesses, ventures, and investment and the untapped profitability potential of these companies. As a result of the organization’s efforts, more than 800 Black-owned businesses have secured business relationships with companies like Sephora, Victoria’s Secret, and Nordstrom. The organization also helps these businesses capitalize on consumer demand for greater product diversity.
By continuing to elevate these stories – from Black entrepreneurs, the corporations profiting from their success, and the consumers benefiting from expanded choices—the organization can further demonstrate that representation isn’t just the right thing to do, it’s a proven driver of financial returns.
Check out the latest coverage of their annual Gala earlier this month CNBC, Bloomberg, and an op-ed in Vogue Business by their founder Aurora James, and listen to Aurora’s recent interview with John Legend on the recent attacks on DEI on her Friends and Family podcast.
