Funding Narrative Change
The first-ever report focused exclusively on the funding of narrative change, supported by CMF members, shares the findings of a field scan of narrative change work in racial justice and health equity philanthropy.
The first-ever report focused exclusively on the funding of narrative change, supported by CMF members, shares the findings of a field scan of narrative change work in racial justice and health equity philanthropy.
The first-ever report focused exclusively on the funding of narrative change, supported by CMF members, shares the findings of a field scan of narrative change work in racial justice and health equity philanthropy, with a focus on leading foundations, funder tables and narrative change practitioners.
Convergence Partnership’s report, Funding Narrative Change, An Assessment and Framework, supported by The Kresge Foundation and W.K. Kellogg Foundation, outlines a framework and recommendations for funders to shift narratives via mass culture, mass media and mass movement.
According to the report, the term “narrative” is the themes and ideas that permeate collections of stories.
The report’s methodology included interviews with more than 20 foundations, including CMF members Ford Foundation and Kresge Foundation, and funder collaborative staff. The foundations selected for the report were identified as actively pursuing health equity and racial justice or related “social determinants of health” issues, including affordable housing or immigration.
The interview process was designed to uncover the issues worked on, the definitions in use, what drove foundations to incorporate or drop narrative change as a strategy and what the foundations found rewarding or challenging.
Some findings from the report include:
The report provides a framework of recommendations that organizes investments in narrative change. The framework is divided into three narrative approaches that foundations have invested heavily in mass media, mass culture and mass movement.
Mass Media: shift narratives through journalism and nonfiction media like books and documentary films. Indications of impact include:
Mass Culture: Shift narratives through storytelling in entertainment venues such as TV, film and music. Indications of impact include:
Mass Movements: Shift narratives through new stories by organizing and inspiring collective action, art. and culture. Indications of impact include:
The report also outlines three challenging debates in the current landscape, and according to the report, if funders and practitioners concerned with racial justice and health equity could resolve these challenges, the path to greater investment and more investors would be easier.
Want more?
Download the full report.
Join your communications colleagues at CMF’s 50th Annual Conference to discuss what you’re seeing in your work around narrative change and more with your Michigan peers.
Explore the Communication Network's Storytelling For Good which connects you to a suite of tools and a growing community that can help you leverage the power of narrative to increase reach, resources and impact for your social impact organization.
Learn more about Asset Framing by Trabian Shorters, CEO and founder of BMe Community, which uses cognitive science to multiply the reach, appeal and outcomes of social impact and equity initiatives.