Under Meesha Brown’s leadership as President, PCI Media developed a strategic plan with an ambitious path for growth. As an organization that uses storytelling and communications across the world to shift mindsets and make meaningful cultural and positive behavioral change, Ms. Brown and her team were determined to increase impact, develop new partnerships, and achieve economies of scale. “We had this new plan for growth that required us to develop a new, more robust private donor base,” said Ms. Brown, “but the question was, how would we get started?”
The answer to this question came from out of the blue, in the form of a bequest. A donor, who had made occasional grants to PCI Media over the years, had passed away and selected PCI Media for a major gift, alongside dozens of nonprofit organizations devoted to conservation, family planning and health, women and girls, and arts and culture. PCI Media, whose mission spans all of these program areas, expects to receive between $4 – $8 million from this bequest, a windfall that will catapult the organization into its next phase, allowing them to execute on their strategic vision. (The donor has requested anonymity).
The urgent needs of PCI Media’s stakeholders, however, required the organization to begin implementation immediately, even as the estate winds its way through the probate process. (The legal process for sorting through the donor’s last wishes can take several months to resolve, sometimes longer with complicated estates). PCI Media’s plans required immediate action: hiring new staff, investing in program expansion, and establishing systems for sustainable growth.
Enter FJC and its fellow nonprofit lender SeaChange Capital Partners. FJC and SeaChange are co-lenders on a $550,000 loan to bridge PCI Media’s bequest. The loan will allow PCI Media to jumpstart their next phase of work as they wait for the funds from the bequest to arrive.
PCI Media’s mission is to create a healthier, more just, and sustainable world using the power of storytelling and community. The organization partners with local organizations across the world to shift social norms and mobilize communities through culturally resonant radio programs, social media, and interactive communication campaigns. Their local partnerships have taken them to over 70 countries, including in recent years Peru, Colombia, Bangladesh, Sri Lanka and Mozambique, just to name a few. Beyond helping their partners produce effective content, PCI Media builds partner capacity for the long term, helping them format programs to produce positive change, organize as networks of media stations and community coalitions, and engage their audiences on a host of issues.
In Mozambique, for example, PCI Media has launched a multi-pronged communication initiative Ouro Negro (Black Gold), in partnership with UNICEF Mozambique and the Ministry of Health, focused on improving public health outcomes in childhood nutrition and maternal health. As the longest-running radio drama in the country, it has broadcast over 394 episodes on 116 national radio and local stations. In the drama, worlds collide as a fictional African village is confronted with the arrival of a foreign mining company. Against this backdrop of tension and change, listeners learn essential maternal, newborn, and child health practices. Rapid assessment surveys showed widespread impact after season one. Ouro Negro is currently in its 7th season.
The Covid-19 pandemic only intensified the need for media that improved access to health information and services. In response to the pandemic, PCI Media’s production teams practiced social distancing, recording voices one by one, and disinfecting the studio between each actor. PCI Media recreated community discussion forums online. “We know our work is important, but with the increases in risks to women and girls, children, and overall health, the pandemic made it clear that the need for our programs exceeds what we can provide with our current funding,” said Ms. Brown.
Receiving this bridge financing from FJC and SeaChange allows PCI Media to smooth the cash flow challenges associated with government and bilateral organizations, close program funding gaps and ensure there is no disruption to the 4 million listeners who rely on their programming for reliable health information.
Ms. Brown notes that bridge lending against donor bequests is not a typical product in the banking sector. “It’s such a pleasure to work with lenders like FJC and SeaChange that are so sensitive to the needs of nonprofits,” said Ms. Brown.