Research and Report
Philanthropy is supporting incredible work for the greater good. But in the ways we talk about that work, we could do better. Even as we evolve to meet the compounding challenges that society faces, trust in institutions, including philanthropy, is at record lows.
Rebuilding public trust starts with a hard look at the words we use and the stories we tell, a task the Council took up in partnership with the Center for Public Interest Communications. Our work together crystalized with the 2024 release of “Philanthropy’s New Voice: Building Trust With Deeper Stories and Clear Language," the largest study of narratives in philanthropy. Download it free for:
- Insights about how audiences with different demographics, ideologies, and experiences receive stories about philanthropy;
- Actionable guidance on the types of stories and the specific language that will bring more transparency and clarity to your work; and
- Reflections from individuals policymaker staff about philanthropy.
You can also download the details of our research, including findings, interview protocols, and survey instruments for each of the methods.
And, in case you missed it, check out our July 2025 webinar on using this guidance in your meetings with policymakers:
Resources and Trainings
We're working to create tools to help you put this research into practice. Join us by:
- Attending our events and virtual workshops, including our Council-hosted Better Stories, Better Language training series returning in mid-2027. We also present this work at conferences around the country, including at ComNet 2026 where we shared findings from our upcoming new report and examples of storytelling from the Ford Foundation, Barr Foundation, Margaret A. Cargill Philanthropies, and My Dog Is My Home.
- Sharing your story as part of our "Generosity Builds" campaign;
- Emailing us with ideas, tips or examples of great storytelling in the field.
