Our messages are targeted toward different audiences for specific reasons and take many forms.

Good stories appeal to different people for different reasons. Similarly, our messages are targeted toward our audiences for specific reasons and take many forms. Listed below are the audiences we have identified as important to us in carrying out our mission and general messages for each audience.

Potential Applicants. All foundations live with the unfortunate fact that the need for grant money far outweighs available funds. For this reason, some foundations shy away from publicizing their funding programs too broadly in order to limit the number of requests received. Our approach, especially in recent years, has been exactly the opposite. We follow an “open-door” mindset, encouraging anyone with a worthwhile idea that fits within our mission to apply for funding. While we do not enjoy the unpleasant task of turning away hundreds of worthwhile organizations, we want to be sure that even the smallest, grassroots organizations are given the same opportunity to request grants as the larger organizations that have more resources for researching foundation funding. Our goal is for organizations working to improve the health of Californians to read about good examples of funded programs, learn our definitions of health, wellness and prevention, and feel welcome to apply by following clearly outlined application instructions.

Grantees. Although we tell the stories of our grantees to broader audiences, we believe it is also important for grantees to be aware of each other and the work that is being done throughout California to improve health. Program staff often convenes grantees working in common areas to share ideas, and we are also able to help grantees learn from one another through our communications activities. Our publications and website provide contact information for grantees we have featured. We also share the results of research and evaluations we have funded to contribute to the knowledge base of our grantees.

Government Agencies. Public health workers, schoolteachers, parks and recreation directors, city managers and many other valuable government workers make up a large part of our mailing list. These public servants are often on the front lines, along with staff of nonprofit organizations, to help children and families live, work and play in healthy environments. While they are not necessarily responsible for setting policy, they do play an important role in implementing successful programs and advocating on behalf of underserved Californians. It is our goal to share information gleaned from our grantees to help leaders within the government sector improve their services or create new programs.

Policymakers. While the stories of our grantees can be heartwarming and inspiring, they also have incredible implications for state and local policies. Issues such as insurance for low-income children and families, advocacy channels for health care consumers, peer outreach programs to prevent teen pregnancy and after-school programs as a violence prevention strategy, have been brought to the attention of policymakers through our communications efforts. Our grantees have solutions, but often lack the resources or the status to be heard. We help provide a conduit for grantees to inform policymakers, who in turn have the opportunity to make policy changes that will improve health throughout the state of California. More examples of our role in funding and communicating public policy efforts can be found in a previous edition of this series titled “Reflections on Public Policy Grantmaking,” authored by TCWF’s Director of Public Policy Ruth Holton.

News Media. No one likes a good story as much as a journalist. The challenge is to give the news media stories that not only entertain, but also provide information and perspectives that support our mission. Broadcast and print news outlets have incredible power to inform public opinion, to determine which issues are even worthy of public debate. Through our contacts with the news media, we strive to bring issues affecting the health and wellness of underserved Californians into the forefront of public discussions, with our grantees taking center stage.

Foundations and Corporate Giving Programs. A commitment to learning is a core value that all of our staff at TCWF take seriously. In that spirit, we hope to share our lessons learned with our colleagues and learn from other grantmakers as well. Our communications program is a vital piece of that exchange. We not only share lessons learned through this Reflections series, but through various publications and our website as well. We provide examples of funding strategies, share results of evaluations and research, and explore topics relevant to philanthropy, such as devolution, cultural diversity, and the value of core operating support. In the long term, we believe this commitment to learning and sharing will result in healthier lives for children and families.