The origin of "Origin": the role of philanthropy in influencing culture

When was the last time you saw a movie that rattled your consciousness? Two-some hours and a vat of popcorn later, you emerge from a dark theater and the light from the outside world hits differently.

That’s exactly how the Intention 2 Impact team felt after watching Ava DuVernay’s new movie, “Origin.” If you haven’t seen it yet, this is your sign. 📋

Not only is “Origin” being acclaimed as the most important biopic of a book ever made, but its use of social-sector impact investments, its unprecedented speed of funding, and its trust-based approach to production is redefining philanthropy’s influence on culture.

A Brief Synopsis of the Film

“Origin,” is a masterful adaptation of Isabelle Wilkerson’s bestselling book “Caste: The Origins of our Discontents.” The movie tells the story of Wilkerson’s journey, portrayed by Aunjanue Ellis-Taylor, researching and writing Caste while coping with personal loss and grief. The central thesis is that racism is an insufficient term for the oppression of Black people in the United States. To achieve equity and liberation for all, we must start by understanding the artificial hierarchy, known as caste, that underpins systemic bias and division that perpetuates all levels of society. Parallels are drawn between slavery in the United States, genocide of Jews in Nazi Germany, and the “untouchables” in India to posit that the caste system, not the color of your skin, fuels systemic racism.

While this movie (and the book) ought to be required viewing (and reading) for all… perhaps the origins of “Origin” may be its biggest legacy. Underwritten by prominent foundations and donors, “Origin” shows us what philanthropy is capable of at its best.

The Noteworthy Financing Behind the Film

When DuVernay first dreamt of adapting Caste, she was met with doubt and skepticism. The book itself was seen as too intellectual and research-laden to captivate audiences on the big screen and turn a profit in theaters. But DuVernay, seeing the long-term potential impact of the film, was not driven by the bottom line. When she struggled to finance the project through traditional means, she turned to philanthropy. Foundations and donors backed the film, including the Ford Foundation, Robert Wood Johnson Foundation, MacArthur Foundation, Emerson Collective, nonprofits funded by Melinda French Gates, 23andMe CEO Anne Wojcicki, and several NBA stars. These backers sought social impact over a financial return on their investments.

Darren Walker, president of the Ford Foundation (with an endowment of $16B), enthusiastically committed $10 million to the film. What is particularly noteworthy about Ford’s funding is that it did not only come from traditional grantmaking (like its JustFilms initiative within their Creativity and Free Expression program). Instead, it was a hybrid blend of philanthropic dollars and mission-related investments (MRIs, often known as impact investments).

In the world of social impact and philanthropy, 🚨THIS IS A BIG DEAL! 🚨

its use of social-sector impact investments, its unprecedented speed of funding, and its trust-based approach to production is redefining philanthropy’s influence on culture.

Private foundations are required by the IRS to pay out at least 5 percent of their assets each year in the form of charitable grants and operating activities. This leaves the other 95 percent, which is considered tax-exempt investment money, continually growing in the market. There are many who argue philanthropic foundations — existing to serve communities and solve pressing problems — should leverage their full-balance sheets for impact (rather than adhering to the 5 percent bare minimum, and potentially perpetuating ills of capitalism).

The fact that the Ford Foundation resourced “Origin” through impact investments (outside of their 5% minimum) demonstrates a bold move towards this direction. In an interview with Forbes, Regina Miller, head of development for the movie, described the Ford Foundation as a signal investor, explaining, “They have an extraordinary reputation, and other philanthropists follow when they bless a project. It signals that it should be looked at and invested in.”

Not only did Miller leverage Ford’s funding to attract additional philanthropic dollars, but this investment could signal a massive shift in the way foundations use impact investments as a means to influence culture and achieve social impact. We repeat, 🚨THIS IS A BIG DEAL! 🚨

An Inspiring Illustration of Trust-based Philanthropy

“Origin” also shows us that philanthropy can live up to its ideals of being responsive and trust-based. As shocking as it may seem, DuVernay turned to the philanthropic sector to move faster than the entertainment industry — shooting the film, with scenes in three continents, in just 37 days. In fact, DuVernay initially had a contract with Netflix, but realized their timeline was too slow to meet her goal of releasing the movie before the 2024 presidential election. DuVernay reminds us that culture and entertainment have the power to be proactive agents of change, not just reflective mirrors or time capsules.

In our experience as social impact consultants, moving fast is far from the norm in philanthropy. Typically, grantmaking undergoes a rigorous due diligence process and is often influenced by mercurial, top-down strategies set by foundation leaders. In the case of “Origin,” however, DuVernay says she had total creative freedom with casting, the script, and the final cut; and investors “deferred to her instincts and waited until she was done.” This hands-off style mirrors the sector’s movement towards Trust-Based Philanthropy, an approach that encourages larger, unrestricted grants and uplifts grantees’ expertise over funder strategies.

A Shift in the Zeitgeist?

We believe the story behind the making of “Origin” signals a shifting zeitgeist. Perhaps this is the dawn of a renewed era where philanthropy is more fully in service of amplifying the cultural power of chronically underfunded and excluded artists and culture-makers. We’d like to think we’re collectively moving closer than ever to an age where multi-racial, equitable storytelling is mainstream.

“Origin,” and its making, exemplify what is possible when philanthropy leans into leveraging the full power of their endowment and trust-based approaches.

Looking into the road ahead, we cannot help but wonder…

What will it take for more instances of trust-based impact investing in mainstream arts and entertainment?
What else can impact investing make possible for increasing diversity and inclusions in arts & culture?
What are the consequences (positive and negative) of philanthropy playing a major role in narrative change through arts and entertainment?
How can we fully measure the impact of philanthropic investments in films like "Origin"?

What do you think? Let us know in the comments.

We know we are not alone in asking these questions. Since the release of “Origin,” we’ve engaged in many conversations with colleagues about the implications for philanthropy and impact measurement.

If you’re interested in diving into these topics with us, join the Intention 2 Impact team for a “movie club” discussion about “Origin” and its intended and unintended impacts. Email hello@intention2impact.com for a link to the registration.