This campaign aims to boost Black nonprofit fundraising by convincing everyday donors of their power

NEW YORK, Black nonprofit fundraisers are mobilizing their communities this month to emphasize the power of everyday donors amid rising concerns about the concentration of philanthropy among the wealthy. The BackBlack initiative, which has allocated over $12 million to Black-led nonprofits since its inception, is launching a campaign aimed at empowering regular contributors through a GivingTuesday-style drive in August. The effort seeks to shift the narrative around Black philanthropy from one of scarcity to one of collective strength and opportunity. The campaign, which began in 2021, encourages online donation platforms to spotlight underfunded, Black-led organizations. Last year, it attracted more than 130,000 unique donors, with the majority contributing sums below $100. This year marks a key expansion, as organizers are collaborating with content creators, particularly those from Generation Z, to engage younger audiences. The goal is to demonstrate that philanthropy is not solely the domain of historically wealthier, predominantly white institutions, but rather a shared responsibility within Black communities. Floyd Jones, the founder of BackBlack, emphasized that the movement is rooted in the long-standing tradition of communal support among Black Americans. He referenced Madam C.J. Walker, the first Black woman in the U.S. to become a self-made millionaire, who used her wealth to fund educational initiatives and civil rights causes. Jones stressed that the campaign is not about the size of a donor’s contribution, but rather the spirit of generosity and commitment to community upliftment. To broaden its reach, BackBlack is working with influencers who have large followings among young Black audiences. One such partner is Ernest Crim III, a former schoolteacher with 118,000 Instagram followers who shares historical insights on Black contributions to American society. Crim highlighted the legacy of the Free African Society, established in 1787 by Black leaders Richard Allen and Absalom Jones, which served as one of the nation's earliest mutual aid networks. He urged supporters to contribute to nonprofits addressing youth employment, while others focus on expanding sports access, enhancing health outcomes, and safeguarding civil rights. The campaign is supported by several key players in the nonprofit sector. For Good, a charitable giving platform, is matching up to $6,000 in donations and provides the backend infrastructure needed to process contributions from diverse sources, including YouTube fundraising pages and retail stores like Patagonia. GivingTuesday handles the data management for BackBlack, while other collaborators include online fundraising platforms such as GiveButter, Every.org, Bonterra, and Fundraise Up. Tamara Mahal, interim president of For Good, noted that grassroots fundraising faces challenges due to the increasing concentration of wealth among high-net-worth individuals. However, she acknowledged that there are now more avenues for local giving, particularly through small-dollar contributions. Mahal praised the BackBlack campaign for its emphasis on inclusivity, arguing that it helps reduce dependency on a few major donors and ensures broader community participation. As the campaign gains momentum, it represents a growing push to redefine philanthropy as a collective endeavor rather than a privilege reserved for the elite. With its focus on empowerment, accessibility, and historical continuity, BackBlack is challenging traditional models of giving and offering a vision of philanthropy that is both inclusive and enduring.