Ask most donors what they want to fund, and "isolated older adults with no family" rarely makes the list. Ja'Lah Willingham, Executive Director of Little Brothers – Friends of the Elderly in Cincinnati, Ohio, response to the question: "How do we make this not invisible?"

The organization is volunteer-based, built around a single mission: relieving the loneliness and isolation of older adults — with a specific focus on those who have little to no family support.

What follows is a conversation about making an invisible problem visible, turning first-time volunteers into lifelong advocates, and measuring the things that resist measurement.