Philanthropy

The Challenge: The Philanthropic sector today is a multi-billion dollar industry. For more than three decades, the National Committee for Responsive Philanthropy has been a foundation watchdog group committed to holding the sector accountable for serving the public good, not private interest. On its 35^th anniversary in 2011, NCRP launched the Philanthropy’s Promise initiative to encourage more giving that benefits communities with the least wealth and opportunity.

Our Approach: Fenton was hired to strengthen NCRP’s brand and media profile.  Core to the work was a video we created urging foundation officials to join the initiative for reform — without putting off potential supporters. Our concept: The “New Age of Philanthropy,” which told the story of how today’s philanthropy is colored by the era begun at the dawn of the century when a new generation of philanthropists built lasting institutions. We used animation and the metaphor of “a rising tide lifts all boats” to bring the story to life, including the voices of nonprofits and underserved communities and a nudge at the sector toward greater transparency.

NCRP featured the video on its website, showcased it to board members and supporters at its annual celebration, and distributed it far and wide through social media networks.

Progress, Accelerated: Since the campaign began,  more than 100 large and small foundations and grantmaking organizations have embraced NCRP’s message, agreeing to donate at least 50 percent of their grant dollars to benefit underserved communities and 25 percent to civic engagement that promotes equity, opportunity and justice.