Citizen Sisters Holding Equity: Monetizing Their Mission

Citizen SHE (Sisters Holding Equity) United is a social service organization based in Louisiana that champions the rights of Black Women and their families. To build power and community toward greater change, Citizen SHE is investing in narrative storytelling campaigns that feature income generating toolkits, continuing legal education (CLE) trainings, and consulting services. 

Overview

IMPACT/Citizen SHE set out to monetize their trainings, consulting services, and films by licensing them for use as learning tools. This included packaging their films and training materials into comprehensive toolkits, which could be licensed to universities and agencies.

They also aimed to expand their film distribution, exploring opportunities to license their films to major networks. Despite turning down an offer from Tubi, they received a licensing request from Roku, where they are negotiating a revenue-sharing agreement.

Key Strategies & Tactics

The monetization of their films and training materials is expected to provide a sustainable revenue stream that will fund future voter engagement and environmental programs. The revenue-sharing agreement with Roku marks a key milestone in the organization's ability to diversify its funding sources.

The organization focused on the following key strategies:

1. Film Licensing and Sales: IMPACT/Citizen SHE aimed to license their educational films to universities and agencies for use in legal and environmental trainings. The project also included efforts to sell the films to major networks, such as Roku, with a potential revenue-sharing agreement.
2. CLE Training and Consulting: By leveraging their films to offer CLE credits, the organization developed a model that could generate ongoing income through in-person and digital courses.
3. Engagement with Educational Institutions: IMPACT/Citizen SHE built partnerships with universities and agencies, positioning their films as essential tools for legal and environmental training.

The licensing opportunities, particularly the negotiations with Roku, represent significant steps forward in monetizing their content. The strategy of integrating educational materials with film content proved successful in attracting interest from major platforms.

Lessons Learned

Through the monetization project, IMPACT/Citizen SHE was able to expand its reach and fund its ongoing work in environmental awareness and voter engagement in St. Louis. The ability to license their films to educational institutions and media outlets will allow them to continue producing high-quality content that drives social change.

• Fund Your Own Freedom
  As founder Nia Weeks noted, "The main reason for this venture was to fund our own freedom." This mindset shift from grant dependency to entrepreneurship proved essential for long-term sustainability.
• Embrace Business Mindset
  Learning to be "social justice business owners" required developing new skills and perspectives while maintaining commitment to core values and community needs.
• Redefine Success
  Adapting to the ebbs and flows of business development meant recalibrating expectations and celebrating different forms of progress throughout the project.
• Leverage Existing Assets
  By monetizing their films and expertise through multiple channels, IMPACT/Citizen SHE maximized the value of work they were already doing.
• Build Strategic Partnerships
  Collaborations with universities, law firms, and media platforms created mutually beneficial relationships that expanded both reach and revenue potential.

The Multiplier Effect

Impact

Through this experiment, IMPACT/Citizen SHE has fundamentally changed their approach to funding social justice work. By creating revenue streams aligned with their mission, they've established a model for financial independence that allows them to remain true to their community while reducing reliance on traditional philanthropy.

Their innovative approach to monetizing social justice content has created ripple effects beyond direct revenue. Their films have been invited to three film festivals, expanding their visibility and impact. Their CLE programs are changing how legal professionals understand and address racial justice issues in their practice. Most importantly, the revenue generated is being reinvested in social infrastructure for systemic change, supporting their voter engagement and environmental awareness initiatives in St. Louis.

Looking ahead, IMPACT/Citizen SHE plans to expand their film licensing opportunities, grow their CLE offerings across multiple states, and develop more comprehensive training programs for schools and corporations. With their foundation for independent revenue generation now established, they are positioned to increase both their financial sustainability and their impact on the communities they serve.