MIAMI (AP) Cindy Eggleton, the CEO and co-founder of Brilliant Cities, a Detroit-based nonprofit dedicated to early childhood development in underserved communities, has always recognized the profound impact of storytelling. However, she was surprised to find her own story portrayed in a polished documentary. This documentary, which is part of the "Nevertheless: The Women Changing the World" series on YouTube, features striking visuals and soundtracks that highlight various Detroit institutions, such as General Motors and the historic Fox Theatre.
Eggleton emphasized that her involvement in the documentary was not for personal recognition, but as a tribute to her late mother, Geraldine, who encouraged her to advocate for her community. As nonprofits like Brilliant Cities grapple with an increasingly challenging funding environment, many are enhancing their storytelling approaches to engage potential donors more effectively.
Carolina Jayaram Garcia, CEO of the Elevate Prize Foundation, articulated the importance of storytelling in nonprofit outreach. She stated, "Storytelling is how we’re able to draw people in and get them to connect to a deeper truth about themselves or about the world or a problem that needs to be solved." This narrative connection makes abstract issues more relatable and encourages empathy among audiences.
In response to the growing importance of storytelling, the Elevate Prize Foundation launched its own documentary production house, Elevate Studios, earlier this year. The inaugural series, "Nevertheless: The Women Changing the World," has already amassed over 3 million views on YouTube, with its second season set to premiere in summer 2026. This rapid growth indicates a significant audience interest in these narratives.
Philanthropic support for documentary storytelling has a long history. Foundations like the Open Society Foundations and the Ford Foundation have invested in documentary projects for decades, enabling numerous films to be made. Recently, Firelight Media initiated the Firelight Fund, offering grants of $50,000 to documentary filmmakers of color. This ongoing support underscores a commitment to amplifying diverse voices in storytelling.
Lance Gould, founder and CEO of Brooklyn Story Lab, pointed out that the current landscape of documentary storytelling is rapidly evolving due to technological advancements and social media. He noted that nonprofits are now empowered to craft their own narratives, making it crucial to deliver the right message to the appropriate audience. He suggested that organizations align their stories with larger initiatives, such as the United Nations Sustainable Development Goals, to garner more attention and support.
Nicole Bronzan, vice president of communications and content for the Council on Foundations, highlighted that organizations need not make significant technological investments to tell compelling stories. "We wouldn’t want anyone to feel like they have to have a big fancy studio," she said. Nonetheless, increased investments in storytelling are essential for the entire nonprofit sector, as they can foster trust through greater transparency about how donations are utilized.
The correlation between effective storytelling and increased donations is evidenced by the experience of Brilliant Cities. Following the release of Eggleton's episode, the nonprofit observed a notable rise in contributions, including a significant pledge increase from one donor. Eggleton remarked that engaging storytelling not only helps facilitate funding but also fosters a sense of community amid disconnect and uncertainty.
Eggleton asserted that storytelling plays a vital role in mitigating feelings of isolation and disconnection, particularly among individuals facing challenges in their communities. The focus on female changemakers in Elevate Studios' content resonates strongly, as it illustrates the potential for positive change. She has quoted Spanish poet Antonio Machado: "There is no path/We make the path by walking," to emphasize the narrative's power in inspiring empathy and action.
In conclusion, the increasing focus on storytelling within the nonprofit sector signifies a crucial shift in how these organizations communicate their missions and engage with audiences. As exemplified by the experiences of Brilliant Cities and Elevate Studios, well-crafted narratives can enhance understanding, foster relationships, and ultimately drive support for vital community initiatives.
