Stories that Work for Good

A MediaImpact Initiative from Public Media Network

Professional storytelling support for Kalamazoo nonprofits ready to grow awareness, engagement, and community impact.

Program Dates: January–June 2026
Nonprofits Selected: 2-3
Cost to Selected Nonprofits: None (grant-funded)

👉 Apply by Monday, January 5, 2026

About the Program

Every day, nonprofits across Kalamazoo County do essential, life-changing work — yet many of their stories go unheard. Without visibility, even the most impactful organizations struggle to connect with donors, volunteers, partners, and the broader community.

Stories that Work for Good is a grant-funded storytelling initiative from Public Media Network (PMN) designed to change that.

Through a six-month partnership, selected nonprofits will receive professional branded content, strategic storytelling support, and multi-platform distribution to help them share who they are, why their work matters, and the impact they make in the community.

This program helps nonprofits tell stories that work for good — stories that educate, engage, and empower people to care, connect, and act.

What Is Branded Content?

Branded content is mission-driven storytelling that helps an organization:

  • Educate the community by translating complex issues, programs, and outcomes into clear, relatable stories
  • Empower audiences with knowledge and perspective that encourages informed action and deeper connection
  • Engage people through authentic, human-centered storytelling that builds emotional resonance and understanding
  • Entertain with compelling narratives and high-quality production that hold attention and invite continued viewing
  • Inspire trust, participation, and support—helping organizations strengthen awareness and attract donors, volunteers, and partners

Branded content is not:

  • Promotional advertisements
  • Program enrollment campaigns
  • Direct fundraising solicitations
  • Issue advocacy, lobbying, or political messaging
  • “Commercials” about specific services or events

 

This program focuses on big-picture organizational stories – who you are, why your work matters, and the impact you have on people and the community.

What Nonprofits Receive

Selected partners will receive a comprehensive 6-month branded content campaign, including:

1. Story Development

  • Guided workshops to clarify mission-driven narratives
  • Identification of key messages and audiences
  • Support shaping the overarching story arc for the series


2. Professional Content Creation

Each nonprofit will receive 6–12 pieces of branded content, such as:

  • Video podcast seriesShort documentary-style video
  • Story segments featuring staff, volunteers, or community members
  • Social-ready clips for different platforms

(All production handled by PMN’s MediaImpact team.)

3. Multi-Platform Distribution

Content will be distributed across:

  • PMN cable channels (reaching 40,000+ households)
  • Streaming platforms (Roku, Apple TV, Fire TV)
  • PMN digital and social channels

4. Strategic Coaching

  • How to use branded content in fundraising, outreach, and advocacy
  • Integration into donor communications, websites, newsletters, social media
  • Best practices for ongoing storytelling after the program ends

5. Capacity-Building Support

  • Training for staff on storytelling and video use
  • Toolkit for sustaining storytelling into the future
  • Optional office hours with PMN staff for strategy guidance

Eligibility Requirements

Nonprofits must:

  • Be based in Kalamazoo County
  • Have 501(c)(3) status or a fiscal sponsor
  • Provide services benefiting local residents
  • Demonstrate organizational readiness to participate
  • Have staff or volunteers able to attend workshops and collaborate on content

Selection Priorities

Preference will be given to nonprofits that:

  • Serve underrepresented or marginalized communities
  • Have limited access to professional communications resources
  • Demonstrate a clear need for brand awareness and visibility

Expectations of Nonprofit Partners

Participating organizations must commit to:

  • Attending the storytelling workshop(s)
  • Identifying staff or volunteers who will act as key project contacts
  • Making time for planning meetings and content reviews
  • Participating in pre- and post-program surveys
  • Sharing and promoting the content using their own channels

No financial contribution is required from the selected nonprofits.

Apply by January 5, 2026