{
  "id": 2381738,
  "title": "Philanthropy has long been dominated by the wealthy. This $12 million campaign wants Black Gen Z to see it differently",
  "url": "https://urgent.news/2026/08/21/philanthropy-has-long-been-dominated-by-the-wealthy-this-12-million",
  "topic": "business",
  "section": "Business",
  "published": "2026-08-21T13:28:03.000Z",
  "source": {
    "name": "Fortune",
    "slug": "fortune",
    "url": "https://fortune.com/2026/08/21/backblack-black-gen-z-philanthropy/"
  },
  "original_language": "en",
  "account": "Philanthropy has historically been controlled by the wealthy, but a new $12 million campaign aims to change that perception for Black Gen Zers. The BackBlack initiative, founded by Floyd Jones, directs over $12 million to Black-led nonprofits over the past three years. This August, they're launching a campaign similar to GivingTuesday, inviting online donation platforms to spotlight underfunded Black-led organizations. Last year, they attracted more than 130,000 unique donors, with most gifts under $100. This year, creators will help reach this new audience of young Black donors. The goal is to demonstrate that philanthropy belongs to them too, not just the historically wealthy white institutions. Jones emphasizes, \"Our people have always taken care of our people,\" hoping to instill a sense of empowerment. The campaign could benefit smaller Black-led organizations that haven't seen significant funding increases since 2020, according to research. Inspired by historical philanthropy, like Madam C.J. Walker's contributions, Jones encourages everyone to contribute what they can. Partners include major platforms like GiveButter and Every.org, and the strategy emerged from the success of YouTubers funding their causes. Grassroots fundraisers face challenges due to wealth concentration, but there are more ways than ever to give locally. Black Philanthropy Month serves as a reminder that philanthropy isn't just about institutional giving.",
  "summary": "BackBlack is betting that thousands of small donations can help underfunded Black-led nonprofits rely less on wealthy benefactors.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}