Be The People Campaign Launches to Unite Americans Ahead of 250th Anniversary
A major new privately funded initiative called "Be The People" is launching to connect hundreds of millions of Americans with efforts to solve local problems. This ambitious campaign coincides with the culmination of the 250th anniversary celebrations of the United States Declaration of Independence, aiming to foster national unity and community action.
Addressing National Division and Powerlessness
The campaign seeks to directly counter the perception that the United States is hopelessly divided and that individuals lack the power to address critical issues. These challenges include poverty, addiction, violence, and stalled economic mobility. Brian Hooks, chairman and CEO of the nonprofit network Stand Together, emphasised the unique opportunity presented by the 250th anniversary. He stated it is a pivotal moment "to show people that they matter, that they have a part to play, and that the future is unwritten, but it depends on each one of us stepping up to play our part."
Substantial Funding and Broad Coalition
The initiative is backed by a significant budget and a diverse coalition of supporters:
- It has raised more than $200 million for its first year's operations.
- Funding comes from a mix of 50 philanthropic foundations and individual donors.
- Founding members span major nonprofits like GivingTuesday, Goodwill Industries, and Habitat for Humanity.
- It also includes businesses such as Ron Howard's Imagine Entertainment and the National Basketball Association.
- Key funders involve the John D. and Catherine T. MacArthur Foundation.
Hooks described this as a 10-year commitment aimed at achieving a profound shift in national behaviour and culture.
Responding to a 'Red Alert' for the Nation
The campaign's launch is framed as a direct response to concerning national sentiment. Hooks referenced a 2024 Pew Research Center survey which found that most Americans in 2023 and 2024 did not believe the U.S. could solve its most important problems. He characterised this finding as a "red alert" for the country.
The vision extends beyond traditional volunteering. The initiative envisions actions involving businesses and schools and plans a major data collection effort to track whether public engagement increases and whether local problems are genuinely being solved.
Operational Model and Early Partnerships
"Be The People" will not incorporate as a new nonprofit but will act as a unifying banner for existing groups to organise under and connect to resources. Its operational model is similar to that of GivingTuesday, which grew from a hashtag into a full platform providing nonprofits with tools and mobilisation strategies.
Early partnerships are already forming. For instance, at a recent Atlanta Hawks game, Martin Luther King III and his wife, Arndrea Waters King, linked their existing program, Realize the Dream, to the new campaign. In a statement, they said: "Our vision is that 'Be The People' helps lift up what is already happening in communities across the country and reminds people that service and shared responsibility are defining parts of the American story."
Context of Polarisation and Philanthropic Response
The initiative launches against a backdrop of deep political polarisation, economic inequality, and concerns over democratic norms in the U.S. Kristin Goss, a professor directing the Center for the Study of Philanthropy and Voluntarism at Duke University, noted a growing trend of private foundations funding issues related to democratic health.
While foundations cannot participate in elections, Goss explained they can influence policy and public opinion in other ways, stating: "Funders are getting more concerned about the health of American democracy, the future of the democratic experiment and pluralism and inclusion." This sentiment is echoed by other philanthropic efforts, such as the "civic bravery" award from the Freedom Together Foundation.
Amplifying Local Stories
A key component of the campaign involves major communications efforts to highlight positive local stories that may be overlooked. Hooks explained the goal is to "help lift up the story of Americans that is unfolding at the local level, but is not breaking through" in the current media landscape. He described the effort as holding up a mirror and a microphone to Americans to reveal shared identity and action.
The "Be The People" campaign represents a significant, well-resourced attempt to channel philanthropic energy into fostering national unity and practical problem-solving as the United States marks a historic milestone.
