Podcast Summary: We Are For Good Podcast

Episode 681: Shift 11 — Story as Infrastructure: How Narrative Shapes Culture + Drives Impact

Guest: Carolina García Jayaram, Founding CEO, Elevate Prize Foundation
Date: February 9, 2026
Hosts: Jon McCoy & Becky Endicott

Overview:

This episode explores the concept of "story as infrastructure" within nonprofit organizations—emphasizing that narrative is not merely a marketing tool, but a fundamental element that shapes organizational culture and drives impact. Carolina García Jayaram shares Elevate Prize Foundation's journey in making “good famous,” the real-world impact of storytelling, the power of distribution, and practical steps for nonprofit storytellers, especially those with limited resources.

Key Discussion Points & Insights

1. Why Story Must Be Infrastructure, Not an Afterthought

• Story is foundational: It's not an accessory or afterthought ("not like the earrings you put on at the end of the outfit—this is the whole shebang." – Carolina, 03:00).
• Effective storytelling shapes culture, shifts behaviors, builds trust, and ultimately increases impact and fundraising.
• Empathy at the Center: People care about people more than abstract issues, making human-centered stories essential.

  “If you can center the issue in a story of the people that it impacts or the leader that's...leading the charge of that issue, you're going to grab people.” – Carolina (04:45)

2. Evolving from Trust-Based to Relationship-Based Philanthropy

• Trust is key to uncovering the "vulnerable, gooey story" that truly moves audiences.
• The Elevate Prize’s shift from "trust-based" to "relationship-based" philanthropy focuses on deeper connections and authentic friendship with grantees.

3. Building Bridges Beyond the Bubble – Expanding Reach

• Storytelling often becomes echo-chambered; the challenge is reaching beyond those who already agree.
• Strategic partnerships with large creators (e.g., influencer campaigns, collaborations like “Dudette with a Sign”) expand stories to broader, even unlikely, audiences.
• Distribution channels like YouTube and creative, cost-effective exposure (e.g., Times Square billboards) are accessible and powerful ways to scale visibility.

  “The name of the game is distribution. Like, how are you getting it out there?” – Carolina (11:37)

4. Scaffolding Stories: Layered, Evolving Narratives

• Storytelling should be repetitive, multi-channeled, and built upon—not “one and done.”
• Case Study: Hannah Fried (All Voting is Local) received layered exposure: op-eds, mini-documentaries, high-profile panels with well-known figures like Kerry Washington, and repurposable content for ongoing advocacy.

  “We named Kerry Washington as our latest Catalyst winner. We then put her on stage in a conversation with Hannah...and a third winner...The four of them had this incredible conversation about democracy…” – Carolina (14:16)

5. The Practical Playbook: Building Story Infrastructure with Limited Resources

Carolina’s Essentials for Small Nonprofits:

• Start with the why: Each story should have a clear objective (fundraising, partnerships, talent acquisition, etc.).
• Campaign briefs: Use a brief for every story project to ensure audience, objectives, and messaging are clear and consistent, facilitating evaluation and iteration.

  “Every project that is a story needs a brief...it creates a cadence of storytelling...consistency of point of view.” – Carolina (19:12)

• Content library: Organize and store assets efficiently (in resources like Salesforce or other affordable tools).
• Iterate and learn: Honest post-mortems after each campaign are essential; measure objectives, learn, and evolve the approach.
• Accessible tools: Even smartphones + basic accessories (mic, light, tripod) and simple editing software (Canva, Da Vinci) can make high-quality storytelling feasible on a budget.
• Invest in visibility: Nonprofits benefit from prioritizing storytelling, with evidence from Elevate Prize that winners fundraised over 70% more after visibility-focused fellowships.

  “Visibility equals fundraising...It's not just a theory of change, it’s an absolute requirement of change.” – Carolina (22:13)

6. AI as a Storytelling Accelerator

• Don’t fear AI; instead, leverage it to offload routine tasks so teams can focus more on creative, strategic, and relationship-building work.
• Nonprofits should lead in training and utilizing AI for good, rather than be left behind.

  “AI can do a lot of the doing. My good thing...is to carve out some time with your teams, do a lunch & learn...How can we automate so we can develop more time for the culture, the trust, for the relationships, for the stuff that really does make the needle move in the world?” – Carolina (25:09)

7. Neurodiversity, Empathy, and the Expanding Value of Human Skills

• Carolina shared a story from Sundance: Conversation between neurodiverse leaders highlighted how traits like hyper-empathy and compulsive human connection—skills undervalued in a rote/memorization system—are increasingly critical and could be elevated in an AI-supported future.

  “If AI...takes away the need for rote memorization...that creative space, hyper-empathy, and compulsion to connect are what’s more valued in society and needed now.” – Carolina (29:55)

8. Your Story Starts Inside: The Power of Internal Narrative

• Story as infrastructure begins within the organization; leaders should not shy away from personally connecting to their “why.”
• Authentic storytelling—rooted in personal and organizational identity—naturally attracts supporters and encourages engagement.

Notable Quotes & Memorable Moments

• “Story is not a nice to have...This is the whole shebang. You have to start with this.”
  – Carolina García Jayaram (03:00)
• “People care about people more than they care about the issue.”
  – Carolina García Jayaram (04:45)
• “The name of the game is...distribution. How are you getting it out there?”
  – Carolina García Jayaram (11:37)
• “The gala is not just a gala. The video is not just a video. The letter is not just a one and done.”
  – Becky Endicott (16:47)
• “Every project that is a story needs a brief...it creates a consistency of cadence.”
  – Carolina García Jayaram (19:12)
• “Visibility equals fundraising...It’s now an absolute requirement of change.”
  – Carolina García Jayaram (22:15)
• “Don't be afraid of AI...it could be a real game changer for small organizations that are strapped.”
  – Carolina García Jayaram (27:01)
• “The story is within us...Don’t be afraid to be really personal in telling your story. That is how people connect to the why.”
  – Carolina García Jayaram (33:37)

Timestamps for Important Segments

| Timestamp | Segment | |-------------|--------------------------------------------------------------------------------------| | 03:00-04:45 | Why story is central, not optional: human-centered storytelling | | 07:08-08:34 | The evolution from trust-based to relationship-based philanthropy | | 08:34-11:41 | Strategies for distribution & reaching new audiences | | 12:36-16:47 | Case study: Hannah Fried, layered storytelling and building visible impact | | 18:05-22:13 | Practical steps: building infrastructure, making stories scalable and repeatable | | 25:07-27:43 | One Good Thing: How nonprofits can use AI to make space for creativity and connection | | 28:12-31:44 | Neurodiversity, empathy, and the potential social shift in the AI era | | 32:48-33:37 | Story as an internal infrastructure: start with the personal “why” |

Actionable Takeaways

• Approach story-building as core organizational work, not just marketing.
• Move from transactional relationships (trust-based) to transformational (relationship-based) philanthropy and partnerships.
• Use briefs, content systems, and low-cost tech to develop repeatable, scalable storytelling—even for small teams.
• Be strategic about distribution—seek new platforms, collaborations, and audiences.
• Regularly evaluate storytelling efforts, iterate, and evolve.
• Embrace AI to free up capacity for creative and high-value work.
• Recognize and celebrate neurodiversity and empathy as leadership assets.
• Leaders: Make your stories personal. Begin storytelling from within.

Where to Follow & Learn More

• Carolina García Jayaram: Instagram & LinkedIn
• Elevate Prize Foundation:
  YouTube, Instagram
  • Monthly community “Get Loud” award nominations on Instagram

“Build that scaffolding together.” – Carolina García Jayaram (35:06)

This summary captures the heart, practical insights, and evolution-driven mindset of the episode—an essential listen for anyone leading or supporting nonprofit storytelling today.