WHY THIS WORK MATTERS
For too long, the stories told about West Virginia haven’t shown the full picture. They’ve focused on what’s broken, overlooking the creativity, strength, and vision that exist in our communities. These incomplete narratives not only shape how others see us—they shape what we believe is possible for ourselves.
The Narrative Change Collaborative was launched by The Greater Kanawha Valley Foundation (TGKVF) in 2024 to help change that. With seed funding from the Appalachia Funders Network, this work is grounded in a simple idea: communities should have the tools, resources, and support they need to tell their own stories—and shape their own future.
Our goal is clear: create opportunities for youth, local media, and Greater Kanawha Valley communities to write their own narrative—one that defines the prosperous future they want to see.
Narrative change is more than a communications strategy—it’s about strengthening the relationships, mindsets, and community infrastructure that help people stay rooted and proud of where they live. When public stories reflect the full truth of a place, they spark civic engagement, attract new and renewed investment, inspire local leadership, and build a sense of belonging that makes people want to stay and contribute to their communities.
This work is driven by a theory of change built on three pillars:
Grantmaking that supports local storytelling and media innovation
Stakeholder collaboration that bridges sectors and builds shared purpose
Community engagement that lifts up the voices of residents
Together, these pillars create place-based narrative change—a process where stories become tools for economic and community resilience, connection, and transformation.
We’ll know this work is making a difference when stories from across our communities are reflected in local media, when young people and educators are leading storytelling efforts, when neighbors see themselves in the narratives that shape public life, and when new partnerships and funding strengthen the region’s capacity to share its own story.
WHO’S INVOLVED: A COLLABORATIVE NETWORK
Beginning in early 2024, TGKVF engaged over 100 individuals from the Charleston area of Kanawha County, including representation from Putnam, Boone, Clay, Lincoln, and Fayette counties. These stakeholders represent a wide range of sectors—legacy and community media, philanthropy, education, public health, arts and culture, community economic development, and more.
Together, they form a place-based network of trusted messengers, cultural connectors, and creative leaders capable of shifting narratives, deepening collaboration, and shaping a future defined by belonging and opportunity.
GRANTMAKING: INVESTING IN NARRATIVE CAPACITY
In late 2024, TGKVF awarded over $90,000 in funding to twelve projects through its first round of Narrative Power Grants. These investments support community-rooted storytelling initiatives that reflect the complexity, creativity, and resilience of life in West Virginia.
Grantees include:
Black By God
Marshall University – Voices of West Virginia
Mountain State Spotlight – Empowering West Virginians
Tamarack Foundation – West Side Ripple Media Project
The Real WV
West Virginia Community Development Hub
WV Higher Education Policy Commission – Appalachian Care Chronicles
WV Humanities Council – Folklife Apprenticeship Support
WV International Film Festival – Caring Bobbie
WV Public Broadcasting – Us & Them: News Desert Project
West Virginia University – Grow This: The Documentary
WTSQ 88.1FM – On the Record via Masque Informed, Inc.
These projects mark the beginning of a growing narrative ecosystem—one where more stories are told, more storytellers are supported, and more communities see themselves reflected in the public conversation.
WHAT WE’VE LEARNED SO FAR
To guide the work, TGKVF conducted a regional needs assessment shaped by surveys, interviews, convenings, and conversations with over 100 residents who have a stake in changing narratives in our communities. This process uncovered both gaps and opportunities in how stories are created, shared, and valued in the Greater Kanawha Valley.
Above all, stakeholders affirmed the importance of authentic, hopeful stories—those that reflect challenges but also highlight creativity, perseverance, and possibility. These stories build pride, spark imagination, and help residents see their communities differently.
More findings include:
- Youth Engagement & Media Literacy: There’s a strong desire to partner with schools, libraries, and organizations aligned with youth to help young people recognize bias, navigate media ecosystems, and tell their own stories with confidence.
- Increased Representation: Residents emphasized the importance of ensuring that community stories reflect the full breadth of people and experiences in the region. They noted that some perspectives—such as those of LGBTQ+ individuals and communities of color—have not always been visible in public narratives and should be more intentionally included moving forward.
- Media Infrastructure & Trust: The decline of local news has created gaps in information access. Stakeholders stressed the importance of sustaining legacy media while expanding nonprofit and community-based platforms rooted in trust and cultural context.
- Collaboration & Capacity Building: Sustained impact will require a community of practice—bringing together journalists, educators, artists, nonprofits, and cultural leaders to share tools, align efforts, and work collectively toward shared goals.
Narrative Change Project Manager Emma Pepper
MILESTONES: OUR TIMELINE OF PROGRESS
Since receiving pilot funding in 2023, the Collaborative has moved quickly to lay a strong foundation for the work ahead:
- October 2023: TGKVF receives a two-year grant from the Appalachia Funders Network with support from the Ford Foundation to launch the Narrative Change Collaborative.
- Feb – Aug 2024: Over 100 community leaders participate in stakeholder meetings, a public open house, and learning sessions, contributing ideas that shape strategy.
- May 2024: A dedicated Project Manager is hired to guide the initiative and support cross-sector coordination.
- August 2024: TGKVF issues its first RFP for Narrative Power Grants, inviting proposals from organizations and creators.
- September 2024: A Steering Committee is formed, comprised of journalists, artists, filmmakers, community economic development professionals, and educators.
- October 2024: TGKVF receives 24 applications, reflecting strong interest and readiness in the region.
- December 2024: A review committee recommends 12 projects for funding, totaling over $91,000.
- 2025 and Beyond: Grantees begin implementation. TGKVF continues convening, technical assistance, and knowledge-sharing as the Collaborative grows. Next cycle of grantmaking begins.
“We lived right on the border of the black and white neighborhood. I heard guys playing country music
and in church I heard gospel. There was music everywhere.”*
— Bill Withers
Singer/Songwriter, Slab Fork, West Virginia
TGKVF President & CEO Dr. Michelle Foster addresses the Narrative Change Collaborative
JOIN THE WORK
We’re building a future where all Kanawha Valley residents see themselves in the stories that shape our
communities—and where those stories become tools for connection, pride, and progress.
WILL YOU BE PART OF IT?
Learn more: tgkvf.org/special-initiatives/narrative-change.
Get in touch: tgkvf@tgkvf.org | 304-346-3620
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WOWK-TV still shot of Poet and Narrative Change Steering Committee Member Jamela Brown
