PLATINUM2024

Sentient

Stories + solutions for a changing world

San Francisco, CA   |  https://www.sentientmedia.org

Mission

Sentient is a nonprofit news organization that publishes stories and solutions to explain factory farms and their effect on climate, animals, public health, politics and more. Founded in 2018, Sentient's content is fact-checked and science-driven, with reporting that serves readers who are interested in the impacts of what they eat on animals, climate, water, conditions for workers and so much more. Our content is available free of charge, without a paywall or advertisers. Our donors and board have no editorial influence on content.

Ruling year info

2019

Executive Director

Ana Bradley

Main address

18 Bartol Street #1150

San Francisco, CA 94133 USA

Show more contact info

EIN

83-0804345

NTEE code info

Research Institutes and/or Public Policy Analysis (D05)

IRS filing requirement

This organization is required to file an IRS Form 990 or 990-EZ.

Sign in or create an account to view Form(s) 990 for 2022, 2021 and 2020.
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Communication

Blog

Programs and results

What we aim to solve

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Our programs

SOURCE: Self-reported by organization

What are the organization's current programs, how do they measure success, and who do the programs serve?

Food & Farming Media Network

Sentient's Food and Farming Media Network is a members-only space for journalists at all stages of their careers who want to learn about and report on food systems and factory farming more effectively.

Members will have access to:

- Reporting and freelance resources
- Self-guided courses to improve coverage
- Members-only events with food/climate journalists and publishers
- Mentorship
- A monthly newsletter filled with the latest pitching opportunities
- Opportunities on Slack and Zoom for networking

Our members have published at top media outlets including The Guardian, Vox and more.

Sign up: https://sentientmedia.org/foodandfarmingmedianetwork/

Population(s) Served
Ethnic and racial groups
Adults
Self-employed people
Academics
Activists

Where we work

Our results

SOURCE: Self-reported by organization

How does this organization measure their results? It's a hard question but an important one.

Number of hours of training

This metric is no longer tracked.
Totals By Year
Type of Metric

Output - describing our activities and reach

Direction of Success

Holding steady

Our Sustainable Development Goals

SOURCE: Self-reported by organization

Learn more about Sustainable Development Goals.

Goals & Strategy

SOURCE: Self-reported by organization

Learn about the organization's key goals, strategies, capabilities, and progress.

Charting impact

Four powerful questions that require reflection about what really matters - results.

Sentient Media’s mission is to build a powerful media movement reporting on the impacts of factory farming and animal policy, which educates the general public. We are working toward this vision through carefully curated original storytelling, coalition building, training for journalists and optimized digital content strategies.

To build a powerful media movement, we need strong allies. Since 2018, Sentient Media has been cultivating relationships with journalists, publications and sources, developing sentientmedia.org into a trustworthy site for writers and influencers. Our work today is rated highly factual by third-party analysts (https://ground.news/interest/sentient-media). Our articles are frequently cited and republished by various outlets with huge, diverse readerships, from Vox (https://www.vox.com/future-perfect/23778399/media-ignores-climate-change-beef-meat-dairy) to The Sun U.S. (https://www.the-sun.com/sport/8936226/mr-olympia-vegan-vegetarian-body-builder/)

By applying rigorous editorial and digital strategies to our output, our work reaches critical journalists and influencers who reference or republish it. In August 2023 alone, this approach resulted in over 100 million readers seeing our message.

Driving this success is our award-winning managing editor, Jenny Splitter, who has developed our editorial approach to focus on original storytelling and investigative reporting with established and emerging journalists. Our regular output includes media analysis, such as our ‘Month in a Minute’ (http://bit.ly/46tsMP6) video recap sharing how the world reports on animals, agriculture and climate each month and our highly discoverable in-depth explainers (https://sentientmedia.org/feature/explanatory/), which provide rich materials for journalists and influencers to inform their understanding of animal agriculture. We have tracked over the last 12 months how outlets such as Truthdig, Vox, Bon Appétit, The Sun U.S., The Good Men Project, EuroNews, Newsweek and others have referenced or republished our work with increasing frequency, showing apparent demand for the facts around factory farming. On more than one occasion, Truthdig has republished a Sentient Media article which has become the most popular story on their site.

Founded in 2018 as a 501(c)3, Sentient Media helps to bring factory farming and animal rights issues into the mainstream to bring the general public onside and influence change at an individual and policy level.
Increasing public awareness of the suffering and harm of factory farming is a strategy with numerous tactics. Sentient Media puts a few of these into action:
We research and report on developments in industrial animal agriculture and the future of alternative protein.
We coach and amplify writers who defend the many wordless species on this planet.
We work with our media partners to bring non-human animal topics into the mainstream consciousness.
Over the last five years, Sentient Media has grown steadily from a blog with an SEO strategy to a respected outlet. We have built credibility around factory farming and animal policy coverage by developing coalitions and applying rigorous fact-checking to our coverage. Our team, budget and reach have grown, putting us in a stable and strong position for the future.


Key wins from 2022:
-Trained 800 writers and digital advocates in 53 different countries in the essentials of journalism and communications, and together, they have published 100s of articles across the globe.
-We published 330 articles on sentientmedia.org, our headlines reached over 50 million people, and we’re now in the top three Google search results for anyone asking questions about animal agriculture for over 4,000 search terms.
-We provided digital services to 16 nonprofit animal protection organizations, providing them with 100s of articles and in-depth digital marketing strategies. Together, these headlines, which center on pro-animal messages, reached 173 million people, and thanks to our training and support, some groups are now winning their campaigns faster.


2023 so far:
Increase in syndications and citations for work published on sentientmedia.org by reporting on untold stories in the mainstream media, which we can access thanks to our network of advocates and writers.
We have developed two new community hubs, one for journalists and one for advocates, which offer bespoke training and support.
We have delivered tip sheets and training to train journalists with easily digestible fact-based overviews sharing how journalists can report on the climate crisis and factory farming. The Covering Climate Now coalition has also shared some of these with their network of 500+ publications.
Published an extensive report on the mention of animal agriculture in climate reporting in collaboration with Faunalytics. (https://faunalytics.org/animal-ag-in-climate-media/) which launched to an audience of over 700 journalists and advocates.

How we listen

SOURCE: Self-reported by organization

Seeking feedback from people served makes programs more responsive and effective. Here’s how this organization is listening.

done We shared information about our current feedback practices.
  • How is your organization using feedback from the people you serve?

    To identify and remedy poor client service experiences, To identify bright spots and enhance positive service experiences, To make fundamental changes to our programs and/or operations, To inform the development of new programs/projects, To identify where we are less inclusive or equitable across demographic groups, To strengthen relationships with the people we serve, To understand people's needs and how we can help them achieve their goals

  • Which of the following feedback practices does your organization routinely carry out?

    We collect feedback from the people we serve at least annually, We take steps to get feedback from marginalized or under-represented people, We aim to collect feedback from as many people we serve as possible, We take steps to ensure people feel comfortable being honest with us, We look for patterns in feedback based on demographics (e.g., race, age, gender, etc.), We look for patterns in feedback based on people’s interactions with us (e.g., site, frequency of service, etc.), We engage the people who provide feedback in looking for ways we can improve in response, We act on the feedback we receive, We share the feedback we received with the people we serve, We tell the people who gave us feedback how we acted on their feedback, We ask the people who gave us feedback how well they think we responded

  • What challenges does the organization face when collecting feedback?

    It is difficult to get the people we serve to respond to requests for feedback, The people we serve tell us they find data collection burdensome, It is difficult to find the ongoing funding to support feedback collection, Staff find it hard to prioritize feedback collection and review due to lack of time, It is difficult to identify actionable feedback

Financials

Sentient
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Operations

The people, governance practices, and partners that make the organization tick.

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Connect with nonprofit leaders

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lock

Connect with nonprofit leaders

Subscribe

Build relationships with key people who manage and lead nonprofit organizations with GuideStar Pro. Try a low commitment monthly plan today.

  • Analyze a variety of pre-calculated financial metrics
  • Access beautifully interactive analysis and comparison tools
  • Compare nonprofit financials to similar organizations

Want to see how you can enhance your nonprofit research and unlock more insights? Learn More about GuideStar Pro.

Sentient

Board of directors
as of 02/29/2024
SOURCE: Self-reported by organization
Board chair

Mikko Jarvenpaa

Cailen LaBarge

David Coman-Hidy

Deborah Brewster

Board leadership practices

SOURCE: Self-reported by organization

GuideStar worked with BoardSource, the national leader in nonprofit board leadership and governance, to create this section.

  • Board orientation and education
    Does the board conduct a formal orientation for new board members and require all board members to sign a written agreement regarding their roles, responsibilities, and expectations? Yes
  • CEO oversight
    Has the board conducted a formal, written assessment of the chief executive within the past year ? Yes
  • Ethics and transparency
    Have the board and senior staff reviewed the conflict-of-interest policy and completed and signed disclosure statements in the past year? Yes
  • Board composition
    Does the board ensure an inclusive board member recruitment process that results in diversity of thought and leadership? Yes
  • Board performance
    Has the board conducted a formal, written self-assessment of its performance within the past three years? Not applicable

Organizational demographics

SOURCE: Self-reported; last updated 5/16/2023

Who works and leads organizations that serve our diverse communities? Candid partnered with CHANGE Philanthropy on this demographic section.

Leadership

The organization's leader identifies as:

Race & ethnicity
White/Caucasian/European
Gender identity
Female

Race & ethnicity

Gender identity

No data

Transgender Identity

No data

Sexual orientation

No data

Disability

No data

Equity strategies

Last updated: 05/16/2023

GuideStar partnered with Equity in the Center - an organization that works to shift mindsets, practices, and systems to increase racial equity - to create this section. Learn more

Data
  • We review compensation data across the organization (and by staff levels) to identify disparities by race.
  • We ask team members to identify racial disparities in their programs and / or portfolios.
  • We analyze disaggregated data and root causes of race disparities that impact the organization's programs, portfolios, and the populations served.
  • We disaggregate data to adjust programming goals to keep pace with changing needs of the communities we support.
  • We employ non-traditional ways of gathering feedback on programs and trainings, which may include interviews, roundtables, and external reviews with/by community stakeholders.
  • We disaggregate data by demographics, including race, in every policy and program measured.
  • We have long-term strategic plans and measurable goals for creating a culture such that one’s race identity has no influence on how they fare within the organization.
Policies and processes
  • We use a vetting process to identify vendors and partners that share our commitment to race equity.
  • We have a promotion process that anticipates and mitigates implicit and explicit biases about people of color serving in leadership positions.
  • We seek individuals from various race backgrounds for board and executive director/CEO positions within our organization.
  • We have community representation at the board level, either on the board itself or through a community advisory board.
  • We help senior leadership understand how to be inclusive leaders with learning approaches that emphasize reflection, iteration, and adaptability.
  • We measure and then disaggregate job satisfaction and retention data by race, function, level, and/or team.
  • We engage everyone, from the board to staff levels of the organization, in race equity work and ensure that individuals understand their roles in creating culture such that one’s race identity has no influence on how they fare within the organization.