How a Small Nonprofit Transformed Itself Through Multimedia Storytelling and Gained National Recognition

The Transformation of the Surplus Line Association of California

The Surplus Line Association of California (SLA) has demonstrated that even smaller nonprofits can successfully evolve their educational and trust-building strategies by embracing multimedia storytelling. Recently, SLA clinched remarkable achievements at the 2025 American Business Awards (ABAs), receiving two Gold and two Bronze Stevie Awards in recognition of its innovative use of broadcast-quality video, livestreaming, and multimedia content aimed at stakeholders throughout California's intricate insurance landscape.

A Decade of Change

This new approach can be traced back to CEO Benjamin J. McKay's personal experience. After struggling to fix a simple brake light, he turned to YouTube for guidance, leading him to rethink how SLA could communicate with its members. "If my members and partners can learn from online videos, why not present our information similarly? Storytelling fosters trust, and in the intricate world of insurance, trust is invaluable," stated McKay. This revelation set off a digital transformation that continues to shape the organization.

In 2020, SLA made a landmark decision to launch a state-of-the-art broadcast studio–first of its kind among surplus line associations in the U.S. This innovative space allows SLA to consistently produce original programming, including livestream events and on-demand educational courses. The team has also ventured into video journalism, examining emerging trends in California's insurance market.

Award Recognition

The awards highlighted the SLA's commitment to excellence:

- Gold for the 2025 Annual Meeting Live from SLA
- Gold for the 2024 Annual Report Video, named A Year of Transformation

Furthermore, the organization received two Bronze awards for its 2024 Annual Report and for a weekly employee news broadcast designed to keep remote staff connected and informed.

Take a look at the full case study video available to embed and share with this announcement.

A Commitment to the Future

McKay emphasized that this transformation is just the beginning. SLA plans to continue investing in authentic storytelling that resonates with stakeholders, as trust fosters the relationships that are essential in the insurance market.

About the Surplus Line Association of California

Since its establishment in 1994, SLA has been appointed by the California Department of Insurance to act as the state's official surplus lines advisory body. Their main mission does not involve selling insurance but ensuring access to it. SLA oversees regulatory compliance, keeps a watchful eye on global insurers through the List of Approved Surplus Line Insurers (LASLI), and supplies reliable market data and continuing education resources for its members. For further insights, visit www.slacal.com.

Through these transformative initiatives, the Surplus Line Association of California stands as a testament to the power of adaptation and innovation in the nonprofit sector.