Robert Wood Johnson Foundation


Branded Shares


In addition to awarding substantial financial grants, the Robert Wood Johnson Foundation (RWJF) also extends communications and development support to its most promising grantees. Recognizing the power of this support, and challenged with limited resources, the Foundation engaged a team—that included Impact Collaborative—to establish a strategic plan to help the Foundation's program staff position diverse grantees for sustained growth in a more systematic way.


In collaboration with Schwartz Powell, Impact Collaborative and other agency partners developed Branded Shares, a framework of clearly defined processes and tools to maximize the value of the Foundation's relationship in grantee fundraising and long-term sustainability. The framework enables RWJF program officers to streamline their grantee support offerings, while allowing each grantee flexibility and creativity in communicating their unique value proposition in relation to sustainable financial growth.


Eight of RWJF’s most promising grantees adopted the Branded Shares framework in 2016. To date, five have diversified funding to the extent that they no longer rely on RWJF for support.


Strategic partners

Burness, Fenton Communications, Healthleads, Playworks


Messaging & communications, non-profit strategy, strategic philanthropy, stakeholder & community engagement, research & planning, health, human rights


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