This memo reviews some of GitLab Foundation’s results to date from its communications strategy for FY25, with a focus on building a strong base, raising awareness, and attracting strategic partners. This stakeholder-informed approach is designed to align with GitLab Foundation’s North Star and drive the goals of the Foundation. The GitLab Foundation has partnered with SINA Communications to assist with communications strategy and execution.

Target Audiences

  1. Primary
    1. Funder and investor community (private and corporate funders, venture capital firms, high-net-worth individuals, GitLab Inc. staff and board)
    2. Organizations focused on economic opportunity (current grantee network, potential grantees)
  2. Secondary
    1. Industry influencers and journalists (leading voices in economic opportunity, education, workforce and philanthropy; workforce-, education-, and philanthropy-focused journalists)
    2. Foundation staff and stakeholders (GitLab Foundation team and board)

Key Strategic Priorities

Positioning as a Leader in Philanthropy

Establish GitLab Foundation as a recognized leader, convener, and innovator in the philanthropy and economic opportunity sectors to strengthen visibility, credibility, and impact, ultimately leading to greater influence and effectiveness in achieving the Foundation's mission.

  1. We have secured high-profile speaking roles: Ellie at Robin Hood Foundation Summit, SXSW EDU and Human Potential Summit; Roger at a panel at ASU+GSV and at Hispanics in Philanthropy; Matt at JFF Horizons.
  2. We have been invited to participate in influential industry gatherings, with Roger attending a White House briefing event for philanthropy leaders.
  3. We hosted exclusive gatherings at SXSW EDU and JFF Horizons with other leading funders, expanding our network of potential co-funders and partners.
  4. Using funds from Schmidt Futures, we led a collaborative funding effort to support industry-leading journalism outlet Work Shift launch an AI-focused podcast and reporting initiative, with co-funding from Cognizant, Walmart and Kapor Foundation.
  5. We provided commentary on big issues in philanthropy, with Matt quoted in The Chronicle of Philanthropy.
  6. We coordinated and managed successful announcements that include funding partners such as Ballmer Group and OpenAI, securing launch coverage in The Job newsletter.
  7. We launched three RFPs: AI for Economic Opportunity, Green Jobs and Learning for Action.
  8. What’s next:
    1. In September, Ellie is attending multiple high-profile and exclusive events aligned to Clinton Global Initiative, UN General Assembly, and Climate Week.
    2. In October, Ellie will be a keynote speaker at the Human Potential Summit, and the Foundation is sponsoring an AI track.
    3. In October, GitLab Foundation, in partnership with Patrick J. McGovern Foundation, Google.org, and Fast Forward, will host a Funder Training on AI.
    4. Ellie has co-authored an op ed that is being circulated for publication: It’s time for philanthropy to embrace a faster — and riskier — funding approach

Grantee Support and Capacity Building

Enhance the communication capabilities of our grantees, enabling them to effectively measure and communicate their impact and secure additional funding for 100X programs, thereby increasing their sustainability, reach, and long-term success in alignment with our mission.

  1. We equipped grantees with promotional content to elevate awareness of the Foundation’s support aligned to each funding announcement (such as Green Jobs grantees).
  2. We created pieces (e.g., blog features) on select grantees that have been used on LinkedIn and on our website to highlight impact and showcase program value to additional funders.
  3. We included grantee voices on panel sessions at conferences such as SXSW EDU and ASU+GSV, assisting in speaker preparation.
  4. What’s next:
    1. We are currently creating a series of video clips featuring grantees from the inaugural AI Fund demo day in support of Partnerships.
    2. We will host a “communications // narrative building workshop” open to all of our current grantees in early 2025.
    3. We are inviting a cohort of grantees to the Human Potential Summit to give them exposure to other funders in our network.

Data-Informed Storytelling

Demonstrate the Foundation’s impact through compelling, human-centered, and data-informed storytelling to enhance stakeholder engagement, build credibility, and support the Foundation’s mission by clearly communicating the value and outcomes of its work.

  1. We consistently publish 1-2 pieces of original content per month on our blog, centered on grantee impact and ROI of investments (16 this year).
  2. We developed an in-depth style guide and content direction for Ellie’s LinkedIn presence, centered on the Foundation’s thesis for philanthropy and data/ROI.
  3. We have increased the Foundation’s LinkedIn following by >200% (from 1,800 to 5,599) in 2024 so far.
  4. We updated language used across the Foundation’s digital channels to elevate our focus on ROI, including publishing a series of blogs outlining our unique modeling and measurement approaches.
  5. What’s next:
    1. We are developing a series of five case studies looking in-depth at select grantees from the inaugural AI for Economic Opportunity Fund.

Building a Brand Ambassador Network

Cultivate a network of individuals, peer entities, organizations, and influencers who actively support and amplify the GitLab Foundation’s mission to extend the Foundation’s reach, enhance its visibility, and foster stronger community and sector-wide engagement.

  1. We activated and engaged industry leaders on advisory boards for AI for Economic Opportunity, Green Jobs and Learning and Action funds.
  2. We provided the GitLab Inc. team with biweekly updates for an all-team Slack channel, and bi-monthly updates for inclusion in the GitLab team member newsletter, broadening affinity among GitLab team members.
  3. We launched an anchor partnership with Fundacion Santo Domingo in Colombia.
  4. Kenya: Matt attended a grantmakers summit in Kenya to broaden our network.
  5. Colombia: Roger visited Colombia in January to meet with stakeholders and returned with other team members in July to build partnerships.
  6. What’s next:
    1. We plan to conduct an optional communications and advocacy training with the Foundation’s board in early FY26, equipping them to leverage individual platforms and voices to amplify and advocate on behalf of our work
    2. We are in discussions to host a “pitch competition” at a leading industry conference in 2025 to both cultivate potential grantees and broaden our brand ambassador network.