Ordinary Grantmaking Made Extraordinary
The Story of the Gregor G. Peterson Prize
“I'll leave you with this passage from my daily journal from Thursday, December 5, 2019: Dad would probably be astonished that in 2019, nearly 18 years after his passing, a ballroom full of legislators from across the country would be praising his legacy. Wow!” - Note from Eric Peterson to Hoplin Jackson
“Dad” in this case was Gregor G. Peterson, a San Francisco Bay-area entrepreneur and early pioneer in venture capital. Greg’s family wanted to honor his legacy by awarding an annual financial “prize” to trailblazing nonprofit start-ups whose innovative leaders demonstrate the vision and capacity to solve big social problems.
The family believed such a prize would give a venture-like fiscal boost to promising nonprofits and, more importantly, highlight how innovation and teamwork – the core of Greg’s business principles – could be applied to the charitable sector.
To make this grand vision a reality, Eric Peterson and his family tapped Hoplin Jackson’s 40+ years of expertise in philanthropy.
In August 2019, after several weeks of brainstorming and consultations, the Peterson family – with Hoplin Jackson’s guidance – launched the $250,000 Gregor G. Peterson Prize in Venture Philanthropy. Consistent with Greg’s can-do attitude, the Petersons set an ambitious goal of announcing the first winner of the Prize in December, just four months after launch.
Announcing the Prize was an important first step. Identifying and vetting early-stage nonprofits worthy of representing Greg Peterson’s legacy was the next big challenge, an assignment the Peterson family also tasked Hoplin Jackson with completing. Finally, the Petersons asked for Hoplin Jackson’s help in drawing attention to the work of the eventual Prize winner which, in turn, would broaden public awareness of Greg’s legacy of innovation.
Within just four weeks of unveiling the Prize, Hoplin Jackson’s targeted marketing effort had generated 60 quality nominations for the Prize. Drawing on decades of experience in grant reviews, Hoplin Jackson narrowed the list of 60 to six finalists, each of which participated in a lengthy site visit with Hoplin Jackson’s principals, after which a detailed report was prepared for the Petersons.
Finally, on December 5, 2019, the date of Eric Peterson’s journal entry, Arizona-based Generation Justice received the first Gregor G. Peterson Prize in Venture Philanthropy. Founded by a single mom with four adopted children, Generation Justice has shown extraordinary success in reforming Arizona’s broken foster care system, helping move kids more quickly from government care into the arms of loving parents.
As Eric noted, the Prize was announced at a national conference of state legislators, many of whom were moved to tears by the gripping stories of kids helped by Generation Justice. Legislators praised the Peterson family for their selection and complimented them on the creative way they chose to honor the legacy of Gregor Peterson. More importantly, several legislators expressed interest in bringing Generation Justice’s foster care reforms to their states, thus illustrating the multiplier effect of the Prize.
A news release about Generation Justice was quickly picked up by national news wires and, thanks to the work of Hoplin Jackson’s strategic partner (American Legislative Exchange Council), Generation Justice and the Peterson Prize were soon highlighted in New York’s Times Square.
The Petersons’ story demonstrates how the same business savvy that creates wealth can be used in giving it away. Just as a financial advisor can improve investment returns, Hoplin Jackson uses its years of experience in grantmaking to improve charitable returns.
Philanthropy is an exercise in virtue. Hoplin Jackson’s mission is to make philanthropy both virtuous and transformative. There is great joy in giving. There is even greater joy in watching charitable gifts change lives. As with the Petersons, Hoplin Jackson turns dreams into reality. In so doing, we make ordinary grantmaking extraordinary.
“This writer is at a loss for words, truly, for what you both have done this year to launch the Gregor G. Peterson Prize in Venture Philanthropy and to make its inaugural award presentation such a brilliant success -- one that far surpassed anything any of us could have imagined.”