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Special Project

Special Project
From the 16th Annual Shorty Awards

Matter of Impact series

Entered in Branded Series


The Matter of Impact is our quarterly online magazine aimed at providing non-monetary support to grantees. Through 35 original stories from around the globe, the goal is to engage readers deeply in our grantees' work, as well as provide a narrative of The Rockefeller Foundation's priorities. The two ways we measure our success are through the data that tracks reader engagement from our website and, more anecdotally but equally telling, unsolicited grantee responses to the stories.


Strategy and Execution

In 2023, we published 35 stories in our four Matters of Impact, as well as six accompanying videos. Each piece in the series was shared on all Foundation platforms, including the website, social media, and newsletters, with the goal of promoting the work through the Rockefeller brand. All grantees were tagged, and most shared stories through their own platforms, on their networks, and in their newsletters. One of the stories was carried by an outside publication, and others were pitched to journalists and used in their own original reporting. Writing and reporting these stories included travel to Africa and Asia.




Engagement in Matter of Impact stories overall is 68.25%, higher than the site average at 42.33% and industry benchmark at 50%. 

Among the unsolicitied grantee comments:

SHE Project story: “The article is reaching a wide readership. I’ve been contacted by our Service Provider, Power Leone, whom we contracted for the provision of the freezers to the women, indicating their excitement." Lamin Kamara (CARE Sierra Leone project director)

Pride piece: “In the last 17 hours alone, TEP has seen seventy new requests for direct aid come through our assistance application." Jack Knoxville (TEP Founder, Executive Director)

Rethinking School Lunches: “We are so honored to be a part of this storytelling; we hope it will continue to boost a signal around this work and inspire policy change." Caitlin (The Common Market)

AVAC story: “Thanks so much for capturing the spirit of the program. We can’t wait to share it with the conveners and the AVAC network.” Kay Marshall (AVAC)

Rainbow Rice story: “You are a great storyteller. I will show the link on the Rice Science Center website. Thank you for making it happen." Professor Apichart Vanavichit (Director Rice Science Center, Nakhonpathom, Thailand)

Searching for Sasha: “We are thrilled and our grantees, who are working under such pressures, are thrilled too—thanks so much for this opportunity!!” – Alex Wilson (GMFUS)

Supporting the Media to Fight the Climate Crisis: "This fantastic story so aptly underscores the value of media-foundation partnerships on issues such as climate change." Daniel Meija (AP)


Video for Matter of Impact series

Entrant Company / Organization Name

The Rockefeller Foundation


Entry Credits