ILLUMINATIVE INC

Programs

1. Narrative power and impact (npi) houses research-informed storytelling, digital organizing, narrative strategy, media relations, and rapid response communications that educate, engage and activate native and allied audiences around key native issues. Through this program, we build narrative power for native peoples by generating, activating, and investing in native authored narratives and creative content across media platforms to grow and mobilize mass audiences who better understand and support native perspectives.in 2025, we completed a full website refresh to center our historical and new research. Illuminative launched indigenous house, a project to invest directly into content creators to develop audiences that are value aligned. The project is an opportunity for experimentation, learning, and creativity, as it seeks to replicate successful narrative ecosystem models for values aligned content. By leveraging values-based messaging, we can build a narrative that resonates with a broad audience and create a sense of shared purpose and commonality that bridges societal divides. Illuminative also transitioned our main social media channels in service of the legacy program…

   $3,797,087 spentof which $1,965,000 as grants
   47% of program spending

2. Pop culture & media seeks to advance institutional equity for native peoples throughout the entertainment and media ecosystem. Through this pillar, we educate and engage industry professionals in best practices for native representation, support native creatives through career pathway programs, and engage in internal and external advocacy, accountability and content and talent tracking to create structural change. Illuminative was honored to present the top-level findings of our research at the national congress of american indians annual conference in october 2025.

   $1,957,582 spentof which $240,954 as grants
   24% of program spending

3. Research and action (r+a) partners with leading native scholars, institutions, and organizations to initiate and activate original research studies for and about native peoples that inform all other areas of our work. We ensure that native voices, perspectives, and experiences are included as important and valuable sources of innovative solutions, inquiry, and examination and make findings accessible and actionable for our communities and allies to advance justice, equity, and self-determination for native peoples.in 2025 our efforts brought forth new research. Specifically, a nielsen survey refresh, surveying both native and non-native focus groups and social media platform analysis along with focus groups of both native and non-native us citizens.

   $1,832,427 spentof which $73,000 as grants
   23% of program spending

4. Advocacy and engagement (a+e) lays the groundwork for broad narrative and cultural change for native people by amplifying contemporary native issues and voices through a broad network that spans both inside and outside of indian country. Leveraging research and organizing approaches, a+e develops cross-cutting campaigns and strategic engagements to activate and educate our network to advocate for key native issues in multiple spheres (e.g., judicial, political, media, hollywood, climate justice) to shift attitudes, behaviors, and actions.

   $525,653 spentof which $335,000 as grants
   6% of program spending

The 4 programs described on its FY2025 Form 990, listed largest first by expense. Program spending in total: $8,112,749.