Integrated PR strategy fuels success for impact investing pioneer

Thinkshift case studies
Integrated PR strategy: organic produce illustrates Thinkshift's work with RSF and Organically Grown Co.
When RSF helped Organically Grown Company convert to a perpetual purpose trust, Thinkshift maximized media coverage of this groundbreaking alternative business structure.

RSF, a nonprofit financial services organization dedicated to changing finance and financing change, came to Thinkshift in 2012 seeking a higher profile and stronger storytelling. Over 13-plus years, we formed a deep and trusted relationship that powered those results and more.

The San Francisco–based organization, founded in 1984, mobilizes money through investment notes, donor-advised funds, and loans to social enterprises. When we began working with RSF, its lifetime loans and grants totaled $405 million; by 2025, RSF had flowed over $1 billion into businesses and nonprofits focused on healthier food systems, climate solutions, whole-child education, and other social and environmental priorities.

“RSF is building a movement of people determined to use money differently—and we’re doing it with a lean team,” says RSF CEO Jasper van Brakel. “Over the course of our partnership, Thinkshift helped us advocate for a better financial system more effectively and more extensively than we ever could have on our own. We’ve grown our community of impact investors, our portfolio of mission-first loans, and our audience of people committed to regenerative finance. Thinkshift played a critical role in this success story.”

TOP RESULTS

  • Established RSF as a recognized impact sector leader
  • 287 media placements created ongoing visibility
  • Thought leadership and storytelling illustrated RSF’s value and expanded its influence

Our work included cultivating RSF team members as leading thinkers, building flexible messaging platforms, creating an impact storytelling program that inspired investors and journalists, and advising executives on internal and external communications issues.

We also earned recognition for path-breaking RSF initiatives in key outlets reaching investors, philanthropists, and potential partners—the result of consistent media outreach and a steady stream of reputation-enhancing contributed articles that shaped the contours of the impact field and influenced its growth.

Thinkshift stands out as a communications partner on two levels, van Brakel says. “First, it always felt like Thinkshift made RSF a priority. They were incredibly responsive, addressing urgent PR issues immediately and often alerting our team to communications opportunities before we even saw them. We knew they had other clients, but it never felt like that—whenever we needed them, they were there. 

“Second, Thinkshift’s determination to build a deep relationship with RSF led them to understand us incredibly well. RSF’s work with regenerative investing and alternative financial tools can be complex. Thinkshift leaned into that complexity, helping us find narratives that welcomed people into our world. By understanding the nuances of our work and getting to the heart of what made it matter, they found the stories that encouraged more people to get involved.”

WHAT WE DID

  • Created an annual, integrated PR strategy—including earned media, thought leadership, owned media and partner activation tactics—that supported RSF’s business goals
  • Promoted RSF’s efforts to seed, develop, and model new approaches to business, investing, and philanthropy
  • Burnished leaders’ credentials and heightened their visibility through media source pitching, contributed articles, conference speaking, and media training and coaching
  • Worked with RSF leaders to write articles that illuminated RSF’s status quo‒challenging approaches to activating capital for social and ecological solutions
  • Identified and pursued media, speaking, and other PR opportunities on an ongoing basis, bringing novel ideas and new initiatives to the marketing team
  • Developed story ideas that tied RSF’s forward-looking work to current issues and demonstrated how it was already fueling positive change
  • Positioned organizational news to highlight RSF’s innovation and impact
  • Created an impact story template, conducted interviews, and wrote stories illustrating how RSF’s borrowers benefit the world and how their relationship with RSF helps them thrive
  • Contributed to brand growth by providing storytelling training for the marketing team, updating and expanding product messaging, and developing themes and outreach strategies
  • Advised the executive team on communicating about sensitive topics and led outreach strategy through pivotal periods of change
  • Consulted on emerging communications challenges and opportunities, including generative engine optimization (GEO)

We’ve grown our community of impact investors, our portfolio of mission-first loans, and our audience of people committed to regenerative finance. Thinkshift played a critical role in this success story.”

—Jasper van Brakel, RSF CEO

HOW IT WORKED

  • Thinkshift’s comprehensive PR strategy raised RSF’s brand profile, spurred engagement with a succession of initiatives staking out new territory in the impact and philanthropy sectors, and continually reinforced RSF’s leadership.
  • RSF was featured or mentioned positively in 287 articles and podcasts in the past 10 years, including coverage in Forbes, Salon, San Francisco Chronicle, The Financial Times, Civil Eats, GreenBiz, Next City, CNN Business, Investment News, ImpactAlpha, Financial Advisor, and other outlets.
  • RSF authors were published in Fast Company, Stanford Social Innovation Review, Chronicle of Philanthropy, HuffPost, Worth Magazine, Sustainable Brands, Triple Pundit, Inside Philanthropy, Professional Wealth Management, and other outlets.
  • Thinkshift’s topic development and outreach helped RSF land speaking slots at top-tier events including SxSW 2026, the MIT Sloan Investment Conference 2026, SOCAP 2025, and the GIIN Impact Forum 2023.
  • Based on Thinkshift’s nominations, RSF was a finalist in Fast Company’s 2020 World Changing Ideas Awards (Experimental category, with the Purpose Foundation) and RSF executives were recognized on Worth’s 2025 Worthy 100 list and Conscious Company’s 2019 World-Changing Women list.
  • RSF leaders became recognized experts on impact investing, purpose-driven business, sustainable food and agriculture, and philanthropy innovation.
  • RSF team members have a substantial collection of stories and articles to support business development and brand strength.

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