Sister Warriors Action Fund - Filmaking and Revenue

As a 501(c)(4) organization, the Sister Warriors Action Fund (SWAF)  is a member-led organization of over 5,000 formerly and currently incarcerated and systems-impacted women and trans people of all genders, founded in 2017 at a convening of over 200 systems-impacted people in Oakland. They improve the conditions for women and trans people of all genders by fighting for – and winning – policies and system changes that center the needs and experiences of communities most impacted by systems of exploitation, criminalization, and incarceration throughout the state.

With this Progressive Multiplier Fund grant, SWAF launched a project to grow its supporter base, raise awareness, and establish itself as a thought leader in the abolitionist movement.

Project Overview

SWAF’s project combined digital outreach, documentary storytelling, and influencer engagement to reach a wider audience and generate independent revenue. The team produced a powerful short documentary on sexual violence perpetrated by prison staff, hosted an influencer luncheon to build coalition support, and used paid lead generation to reach new followers. A four-part email automation campaign was also launched, gradually guiding new email subscribers from an introduction to a donation ask.

Key Strategies and Successes

In year one, Sister Warriors Action Fund raised $863, about 17% of the projected goal. While this is well below target, their projections show an expected growth of 120% in both Year two and Year three, with an overall three-year income goal of $11,132. The ROI for year one is lower than projected, but early stage results like these are common, as donor engagement and retention strategies take root. 

Key Strategies and Successes

• Audience Growth: SWAF expanded its email list from 849 to over 4,100 members and saw significant growth on social media, including 400+ new Instagram followers and 100+ TikTok followers. They used a four-message email automation strategy, starting with a welcome message and leading to a donation ask to boost engagement. This growth strengthened SWAF’s digital presence and established their credibility as leaders in abolition and gender justice. 
• Coalition Building: Through influencer engagement and targeted outreach, SWAF built credibility in the abolitionist and gender justice communities.
• Engagement Automation: A welcome email sequence helped nurture new followers into potential supporters, aiming to build lasting relationships with donors.

Lessons Learned

While the project achieved substantial reach, converting that attention into donations proved challenging, with donations needing to meet expectations. A change in project management midway required SWAF to adapt its goals and adjust its timeline. The organization found that coalition-building and digital marketing skills were valuable in re-engaging its audience and broadening its impact.

Looking Ahead

By expanding its reach, SWAF has positioned itself as a trusted leader in gender justice advocacy, strengthening future fundraising prospects. Additionally, the documentary and influencer outreach has brought attention to critical legislative work, including two bills under consideration. Through these efforts, SWAF aims to continue engaging its growing audience and sustain its impact on systemic change.