Black Freedom Fund: From a catalytic launch to a permanent institution for Black freedom
Black Freedom Fund: From a catalytic launch to a permanent institution for Black freedom
“Change Consulting has been an essential partner to Black Freedom Fund since our very beginning. From our initial launch in 2020 through so many pivotal moments since, they have helped shape how our story is told and understood. Their thoughtful communications support has brought clarity, strategy, and heart to our work, ensuring our values and impact are reflected with precision and care. Change hasn’t just made a difference; they have been the difference, playing a critical role in keeping our work visible, resonant, and powerful as we continue to grow.” – Marc Philpart, President and CEO, Black Freedom Fund
In the aftermath of the George Floyd murder, a coalition of California funders moved from grief to urgent action. Along with leading organizers, they set out to create a first-of-its-kind, state-based, pooled fund dedicated to resourcing Black-led power-building across the state. The idea was bold: build a durable vehicle to support Black organizing and institutions over time, not just in a moment. Our team joined the founders to help shape and share that story so it would resonate with philanthropy, organizers, and community partners, carrying enough momentum to meet an ambitious $100 million goal over five years.
Our Services
From day one, we acted as an integrated communications partner. Along with leadership from partner funders and organizers, we clarified the fund’s purpose and voice, aligning around a message framework that centered dignity, equity, and a call for long-term investment. We brought that messaging to life across a range of channels: securing coverage and commentary in philanthropy and mainstream media; building a digital presence and supporting launch events that showcased the fund and its leaders. Our media relations work included crafting pitches and press releases, preparing spokespeople with interview briefs, and establishing a steady cadence of updates that kept the story current between big announcements.
Outcomes and Impact
As the fund grew, so did the stakes of its story. The media landscape and political environment shifted: attention fragmented, misinformation spiked, and backlash against racial justice and DEI intensified. We worked alongside the fund as it launched practical, needs-driven initiatives, helping translate complex ideas into plain language and timely narratives. One example is the LEAD for Racial Justice Initiative, which equips nonprofits with legal tools amid changing jurisprudence. Change helped to name that initiative, developed messaging, and created and implemented an announcement strategy. Another is the Black L.A. Relief & Recovery Fund, created with partners to support communities affected by devastating wildfires.
By 2025, the fund had surpassed its initial target – raising $100 million – and was ready for a new chapter. It is now the Black Freedom Fund, stepping out from its original fiscal home to become an independent 501(c)(3), governed by its own board and powered for long-term stewardship. Change supported the announcement with coordinated earned and digital content that framed the transition as both a milestone and a strategic choice, one that positioned the fund to weather political headwinds while expanding partnerships beyond California where it adds value.
Since 2020, our media relations, digital strategy, and content development have played a central role in building Black Freedom Fund’s visibility, credibility, and audience across media and digital channels. We have secured more than 100 media hits for the fund since its inception, including a feature for Marc Philpart in the 2026 TIME Closers list. Our digital strategy and content development translated directly into audience growth across social media channels. In total, Black Freedom Fund now reaches over 10,000 followers and subscribers across social channels and email. These audiences continue to grow steadily, strengthening long-term engagement and influence.
What began as a launch assignment five years ago has become a multi-year collaboration that helped the Black Freedom Fund move from an urgent idea to a durable institution. In a climate where attention is scarce and backlash is real, Black permanence is a strategy – and communications, done consistently and with integrity, is part of how we build it.
Today, we continue to partner with the fund, providing ongoing media relations and crisis communications support to respond quickly and thoughtfully when sensitive issues arise.
To learn more about the fund’s independence and next chapter, see: The Chronicle of Philanthropy, Associated Press, BET, and NewsOne.