In an effort to broaden the donor base for Black‑led charities, the BackBlack campaign is rolling out a nationwide fundraising push this August. Founder Floyd Jones says the initiative, which has already directed more than $12 million to Black nonprofits over three years, wants everyday people—particularly younger donors—to see their contributions as vital.
Grassroots focus and new creator partnership
BackBlack models its effort on GivingTuesday, inviting online donation platforms to spotlight organizations that traditionally receive less funding. Last year the campaign attracted over 130,000 unique donors, most of whom gave under $100. This year, for the first time, the organizers are teaming with Black Gen Z content creators to reach a broader audience and reinforce the message that philanthropy belongs to all members of the community.
“Our people have always taken care of our people,” Jones said. “I want people to feel empowered.” The campaign aims to shift the narrative from one of deficit to one of abundance, citing historic figures like Madam C.J. Walker, who used her wealth to support education and civil‑rights causes.
Partner platforms and matching funds
For Good, a charitable‑giving platform that moves money from donor‑advised funds to nonprofits filtered by ZIP code, will match up to $6,000 in donations. GivingTuesday is handling the campaign’s data, while other partners include GiveButter, Every.org, Bonterra and Fundraise Up. For Good also provides backend infrastructure for large‑scale fundraising efforts such as YouTube’s donation pages and Patagonia’s point‑of‑sale contributions.
Interim president of For Good, Tamara Mahal, noted that while wealth concentration has increased the share of high‑net‑worth donors, there are now more tools than ever for small‑scale, local giving. “The cause is important in and of itself. Find a nonprofit that’s doing work in your community, and that will actually help us diversify,” she said.
Community voices and historic roots
Ernest Crim III, a former schoolteacher who shares Black‑history videos with 118,000 Instagram followers, reminded supporters of the Free African Society—an 18th‑century mutual‑aid group founded in Philadelphia. He emphasized that allies must also contribute, especially in areas that lack a sustainable market for regular giving.
Other participating creators are highlighting nonprofits that focus on youth employment, sports access, health outcomes and civil‑rights advocacy. Kaci Patterson, founder of Social Good Solutions, described Black Philanthropy Month as a reminder that philanthropy extends beyond “institutional” giving locked inside “walls of wealth and power.” She recalled how fish‑fries and chicken dinners helped fund alternative transportation during the Montgomery Bus Boycott, underscoring a tradition of community‑based support.
Looking ahead
BackBlack hopes the campaign will provide a meaningful boost for smaller Black‑led organizations that have seen little change in funding since the 2020 racial reckoning. By encouraging everyday donors to give what they can, the initiative seeks to ensure that Black nonprofits are not overly dependent on a handful of wealthy benefactors.
Original reporting: Texarkana Gazette — read the source article.
