Systems Change Starts with Story: Notes from CEP 2025

Last week’s Center for Effective Philanthropy 2025 conference in downtown LA opened in a very LA way: with the Dodgers’ World Series victory parade rumbling right past the hotel. You couldn’t pretend it wasn’t happening; the horns, the chants, the waves of fans in Dodger blue. It was a whole city and beyond leaning into a shared story: this is our team, and we’re the best in baseball (save your hate mail, I bleed blue!).
It was a living case study in what CEP 2025 kept coming back to: the power of communications, who gets to shape the story, how people actually take in information, and what it really takes to shift culture.
If funders want to see systems change, we must invest in narrative change, not just policy and programs.
Here are the highlights I found most impactful from CEP 2025:
Is Philanthropy Behind on Narrative?
In a session with Greg Propper, we dug into how the communications ecosystem has completely shifted: who people trust, where they get information, what actually breaks through. Philanthropy, however, often still operates as if we were in a different era.
We ask nonprofits for impact stories, but rarely invest in:
- Long-term narrative strategy
- Cultural organizing and base-building
- Experiments with new messengers, formats and platforms
In his plenary keynote New York Times opinion columnist Ezra Klein reminded us that power is a social construct : it’s not just about policy, but also about who sets the story of what’s possible and who is invited into that story.
How People Actually Decide
Trabian Shorters’ session made an even sharper point on the power of communications. His core point: people are not driven by data; they’re driven by narrative and identity .
Drawing on behavioral economics and Thinking, Fast and Slow , he walked through people’s two systems:
- Intuitive mind (fast, automatic): does most of the processing, runs on patterns
- Conscious mind (slow, deliberate):
- thinks it’s in charge, but mostly rationalizes what the intuitive mind already chose
Narratives live in that intuitive system. They:
- Decide which facts we even notice
- Move faster than logic and charts
- Shape who we believe we are
If we want behavior change at scale, data alone won’t cut it. We have to communicate in ways that lead with narrative and identity, not just evidence.
Narrative, Identity, and Culture
Another frame that stuck with me was Trabian’s Decision Funnel:
- Narrative
- Identity
- Beliefs
- Behaviors
Beliefs + behaviors = culture .
When we help shape people’s aspirational identity, their internal “I am…,”we shape what they believe is possible and what “people like us” do.
Too often, philanthropy focuses on the bottom of the funnel (behaviors) through campaigns and programs. CEP 2025 was a clear reminder that if we ignore the top (narrative and identity), our communications and our change efforts are pushing uphill.
Culture Change Has to Fit
Trabian closed with a powerful metaphor: culture change is like a blood transfusion. It has to be the right type for the person or community you’re trying to reach.
That requires:
- No one-size-fits-all messages to “the general public”
- More listening before launching campaigns
- Funding local storytellers, organizers, and narrative strategists who know the culture from the inside
What I’m Taking Back
For those of us working in and around philanthropy, CEP left me with a few questions:
- Are we funding narrative power , or just asking for “good stories” at the end of a grant? Is this a transaction or a relationship?
- Do our applications and reports push nonprofits toward deficit framing?
- Have we named the aspirational identity of the people and communities we exist for and serve?
Watching the Dodgers parade was a loud, joyful reminder of what happens when people feel they belong to a story. CEP 2025 drove home that communications isn’t an accessory to systems change; it’s one of the most powerful strategies we have to make it real.
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