Our Theory of Change
The Challenges
Documentary filmmakers often run out of funding by the time their film is finished. They have a great story around an issue, but they have limited funds to reach audiences through outreach, impact campaigns and distribution.
Nonprofits often have limited marketing budgets and may lack well-told stories that create empathy and action around the issues they’re working to solve.
Audiences are often inspired and engaged with an issue through a documentary film, but they may not have a clear call to action or know who to support to help make an impact.
Our Approaches
The film receives a grant as it is making its festival premiere so it can capitalize on that momentum and have funding to reach more audiences.
Subject Matter rallies audiences at their premiere screenings and invites them to take action in response to the film.
The nonprofit receives a matching grant to support their work connected to the issue in the film.
Subject Matter rallies audiences at the film’s premiere screenings inviting them to donate to the nonprofit in response to the powerful film they just watched.
Subject Matter offers an in-kind workshop for the nonprofit’s team to further learn how to utilize the film to raise awareness and support for their work.
Audiences learn about experts on the ground that are working to resolve the issue featured in the film they just watched.
Audiences are invited to join in donating to the nonprofit to create a positive community action in response to the film.
Subject Matter offers a matching donation incentive to make each audience donation go further.
The Outcomes
The film premieres at the festival, educates and moves audiences on an important issue, and has a springboard for cultivating more empathetic and inspired audiences.
The film’s impact goals are kickstarted by the audience action taken at the premiere screenings.
The nonprofit has funding to continue their vital work on the issue, contributing to a more just and loving society.
The nonprofit receives additional funds and an email list of new supporters that were moved at the screenings.
The nonprofit continues to utilize their connection to the film to engage new supporters on the issue they’re working to solve.
Audience members have a connection to a nonprofit that’s working on the issue in the film and know one group that they can support.
Audience members are moved to make a donation and have a positive, fulfilling filmgoing experience, while furthering the work of the nonprofit.
Audience members who wouldn’t typically be inclined to give make a donation to capitalize on the matching gift opportunity.
See Our Theory of Change in Action: