California Black Freedom Fund

California Black Freedom Fund

Launched in February 2021, the California Black Freedom Fund is a first-of-its-kind, five-year, $100 million initiative to ensure that Black power-building and movement-based organizations have the sustained investments and resources they need to eradicate systemic and institutional racism. Over a period of about six months, Change Consulting worked with a group of CEOs and their communications teams to create the look and feel, messaging and pre-launch and launch communications strategies. We then worked with them to implement the strategy, organizing one pre-launch and one post-launch event attended by a combined 500+ philanthropy and nonprofit leaders; developing the microsite, launch video and social media channels; writing stories from the initial grant partners; and conducting social media and earned media outreach, with the fund earning 3 million in coverage views and 2.5K social media shares.