Now the company is responding, announcing that it will put $6 million into a fund dedicated to fighting for and supporting racial justice efforts—though it’s still vague about which organizations will receive that money.
While no beneficiaries of the $6 million fund have been picked yet, Allardice says the company is clear on the direction for this fund: toward supporting Black-led organizations on the front lines of racial justice work and grassroots organizers driving change in their own communities—and not just in this moment, but over time.
“There’s been so much energy and attention directed to racial justice work in the recent weeks that many groups are trying to figure out what to do with all the money that they generated, and we want to make sure that our money goes as far as possible,” he says.
It’s also not clear yet whether the fund will be replenished with additional donations if people continue to contribute money after signing popular racial justice petitions.
The site has seen a surge in attention on racial justice campaigns this year compared to last; so far in 2020, more than 15 million Americans have signed at least one racial justice petition, accounting for more than 49 million signatures across this category, as they support multiple campaigns.
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