ColorOfChange

What ColorOfChange does

Color Of Change is a 501(c)(4) nonprofit racial justice organization founded in 2005 in the aftermath of Hurricane Katrina and incorporated in California, with operational headquarters in New York and a Washington, DC policy office. The organization describes itself as the nation's largest online racial justice organization, driven by several million members (its website references 10 million+ supporters). It is governed by a board led by President and CEO Nadine Smith, with recent additions including Maya Rupert, Alencia Johnson, and Lucy Mayo, and General Counsel Linda A. Seabrook.

The organization operates a digital organizing stack built on third-party platforms including ActionKit for petitions, NewMode for campaign management, OrganizeFor for community-led campaigns, and ActBlue for donation processing. Core programmatic offerings include the OrganizeFor platform for grassroots community organizing, the Black Tech Agenda policy roadmap for technology and AI equity, the Toolkit for Digital Liberation for Black creators, and recurring campaigns such as the Juneteenth Week of Action. It also co-leads the CROWN Coalition, which has driven The CROWN Act to passage in 28+ states.

Color Of Change's revenue model is donation-driven rather than commercial. It receives individual contributions averaging $5 per donor, with additional revenue from major gifts, planned giving, stock/wire transfers, and donor-advised funds routed to either the 501(c)(4) entity or the affiliated Color Of Change Education Fund (501(c)(3)). Pricing for advocacy services is not applicable; instead, the organization monetizes member engagement through fundraising campaigns with stated gift targets (e.g., $120,000 anniversary goal). Its customer segments span Black individuals and allies, corporate decision-makers targeted through accountability campaigns, and government/political leaders engaged via policy advocacy and Capitol Hill briefings.

Name

ColorOfChange

Legal name

ColorOfChange.org

Website

https://colorofchange.org

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Color Of Change is the nation's largest online racial justice organization, mobilizing several million members to hold corporations and government accountable. Founded in 2005, it runs digital organizing campaigns through ActionKit, OrganizeFor, and NewMode platforms.

Ownership category

akta.pro rank

Product category

Racial Justice Advocacy

NAICS

Human Rights Organizations (813311)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Racial & Ethnic Justice Organizations (BPAGAFAC)

akta.pro secondary industries

Criminal Justice Reform & Legal System Advocacy (BPAGAFAI), Digital Rights, Privacy & Free Expression Advocacy (BPAGAFAL)

Keywords

• Racial justice advocacy
• Nonprofit policy advocacy
• Community organizing campaigns
• Digital petition platform
• Corporate accountability campaigns

Headquarters

HQ city

Oakland

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Individual Donations: Individual contributions from members and supporters, with an average donation of $5. The organization runs specific fundraising campaigns including anniversary fundraising goals (e.g., $120,000 goal for 20th anniversary).
2. Major Gifts: Offline and major gifts donations, handled through dedicated development team at [email protected].
3. Planned Giving: Deferred giving options including bequests, life insurance, retirement plans, and real estate donations.
4. Stock and Wire Transfers: Donations can be made via stock or wire transfer for supporters who prefer non-cash giving.
5. Donor-Advised Funds: Gifts can be made through Donor-Advised Funds by making a grant recommendation to Color Of Change Education Fund (c3) or Color Of Change (c4).

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels9 records

Core offering

Color Of Change mobilizes millions of members through digital organizing campaigns, petitions, and grassroots pressure to hold corporations and government decision-makers accountable on racial justice issues. Its core offerings consist of digital organizing platforms (OrganizeFor, ActionKit, NewMode), policy advocacy initiatives, member activation campaigns, and coalition-building efforts targeting industries including film, music, TV, fashion, and technology.

Product overview

ColorOfChange operates as a digital-first racial justice organization offering a suite of online organizing products and platforms. The core offerings include the ActionKit petitions platform for member-driven campaigns, the OrganizeFor community organizing platform for grassroots campaign leadership, and the Black Tech Agenda as a policy research product addressing AI and technology equity. Supporting products include the Toolkit for Digital Liberation and Juneteenth Week Of Action campaign programs. Together these products enable member mobilization, corporate accountability campaigns, policy advocacy, and cultural change initiatives.

Differentiator

Problem solved

Functional benefit

Brands

• OrganizeFor: A platform created by Color Of Change that empowers individuals to lead change campaigns in their communities on issues they care most about, strengthening Black political power.
• Black Tech Agenda
• CROWN Coalition
• Change Hollywood
• Change Industries

Products and services

• OrganizeFor A community organizing platform that enables individuals to create and lead campaigns on issues they care about, building Black political power through real-world campaigns run by real-world people.
• ActionKit Petitions Petition platform used for organizing sign-on campaigns, enabling members to take action on racial justice issues including petitions to corporations, government officials, and decision-makers.
• Black Tech Agenda A comprehensive policy roadmap and research document that sets an affirmative vision for technology and AI that protects Black communities, distinguishing real solutions for racial equity from self-regulated proposals by Big Tech.
• Toolkit for Digital Liberation An actionable toolkit providing Black creators with strategies to combat algorithmic suppression, reclaim visibility, and foster sustainable creative communities, grounded in Black Tech Agenda findings.
• Juneteenth Week of Action An annual week-long initiative to celebrate Black joy, honor Black legacy, and take action to protect Black culture during the Juneteenth holiday period.
• When We Win Podcast A podcast hosted by board member Maya Rupert featuring discussions on racial justice and social change; an NAACP Image Award nominee.
• Change Industries Initiative An initiative under Color Of Change's Media & Culture program area focused on transforming the film, music, TV, and fashion industries to reflect true justice and equity.
• CROWN Coalition A coalition co-founded by Color Of Change alongside Dove, National Urban League, and Western Center on Law & Poverty, dedicated to making race-based hair discrimination illegal nationwide through The CROWN Act legislation.

Quantifiable outcome

• Successfully removed Glenn Beck's show from Fox News after mobilizing 285,000+ members and pressuring 300 advertisers
• +5 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core and supporting.

• CROWN CoalitioncoreStrategic or Co-development PartnerColor Of Change is a founding member of the CROWN Coalition alongside Dove, National Urban League, and Western Center on Law & Poverty. The coalition is dedicated to making race-based hair discrimination illegal nationwide through The CROWN Act legislation. The coalition has successfully advocated for The CROWN Act in 28+ states and is pushing for federal passage (US H.R. 1638 and S.751).
• Southern Poverty Law Center (SPLC)coreStrategic or Co-development PartnerColor Of Change stands in solidarity with SPLC against Trump administration's attacks on civil rights organizations. Both organizations fight white supremacy and work to expose extremist networks. Color Of Change members are mobilizing to defend SPLC against politically-motivated attacks.
• 350.orgsupportingStrategic or Co-development PartnerPartnership in condemning racist gerrymandering in Tennessee. Both organizations are fighting against redistricting efforts that suppress Black political power and community representation.
• Young Gifted and GreensupportingStrategic or Co-development PartnerGrassroots partner in Tennessee fighting against racist gerrymandering and protecting Black political power at the state level.
• National Institute for Workers' RightssupportingStrategic or Co-development PartnerPartner in requesting IRS investigation into Goldman Sachs for potential tax violations tied to funding of neo-segregationist organizations. Joint advocacy on corporate accountability for civil rights harm.
• Family StorysupportingStrategic or Co-development PartnerCo-author of 'Changing the Narrative About Black Families' guide, working together on narrative change around Black family representation.
• Media Matters for AmericasupportingStrategic or Co-development PartnerPartnered with Media Matters to study representation of Black people in local news crime reporting through the News Accuracy Ratings initiative.
• National Urban LeaguecoreStrategic or Co-development PartnerCo-founder of the CROWN Coalition working to end race-based hair discrimination. Long-standing partner in economic justice and civil rights advocacy.
• Western Center on Law & PovertysupportingStrategic or Co-development PartnerCo-founder of the CROWN Coalition, bringing legal expertise to advocacy for ending hair discrimination and protecting civil rights.
• Blue StatesupportingGTM or Marketing PartnerCreative and strategy agency working with progressive organizations and campaigns. Board member Maya Rupert serves as Executive Vice President at Blue State.
• Dove (Unilever)coreStrategic or Co-development PartnerCo-founder of the CROWN Coalition in partnership with Dove's corporate diversity initiatives. Partnership focuses on celebrating natural and protective hairstyles and ending race-based hair discrimination.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Race Forward: Race Forward is a national racial justice organization focused on systemic change through research, narrative, and movement building. Comparable mission (racial justice for communities of color) using policy research, narrative change, and coalition building, though smaller scale than Color Of Change.
• Media Matters for America: Media Matters is a progressive media watchdog monitoring misinformation in conservative media outlets. Directly comparable as an active Color Of Change partner (News Accuracy Ratings initiative), pursuing advocacy around media representation and accuracy affecting marginalized communities.

Broad incumbents

• Sierra Club: The Sierra Club is one of the largest U.S. environmental advocacy organizations, combining grassroots mobilization, litigation, and policy advocacy. Comparable as a large membership-driven nonprofit using digital organizing, policy advocacy, and coalition campaigns. Color Of Change board member Lucy Mayo is a former Sierra Club Deputy ED.
• ACLU: The ACLU is the largest and most influential U.S. civil liberties organization, pursuing litigation, advocacy, and public education across a broad civil liberties portfolio. Directly comparable in advocacy tactics (litigation, mobilization, coalition campaigns) for civil rights protection, though serves a broader constituency than Black-focused racial justice.
• Planned Parenthood Federation of America: Planned Parenthood is a major progressive advocacy and healthcare nonprofit. Comparable as a large 501(c)(3)/(c)(4) dual-entity structure pursuing progressive policy change via mobilization and cultural strategy. Color Of Change board member Alencia Johnson spent six years at Planned Parenthood.

Direct peers

• Southern Poverty Law Center: SPLC is a leading civil rights organization focused on monitoring hate groups, litigating for victims of discrimination, and educating the public on extremism. Both organizations explicitly partner in solidarity (per company data), pursue racial justice through litigation/advocacy, and confront white supremacy, making them directly comparable.
• MoveOn: MoveOn is a digital-first progressive advocacy organization that mobilizes millions of members through petitions, campaigns, and grassroots action. Closely comparable in digital organizing infrastructure, member mobilization model, petition/donation platforms, and progressive policy advocacy approach.
• Human Rights Campaign: HRC is the largest U.S. civil rights advocacy organization focused on LGBTQ+ equality, using lobbying, mobilization, and corporate accountability campaigns. Directly comparable as a large digital-first advocacy nonprofit using celebrity, corporate pressure, and policy campaigns to advance civil rights for a specific community.
• National Urban League: The National Urban League is a historic civil rights and social services organization advancing economic and political equality for African Americans. Color Of Change is a co-founder of the CROWN Coalition alongside National Urban League, indicating direct partnership and shared advocacy mission in economic justice and civil rights.
• NAACP: The NAACP is the nation's oldest and largest civil rights organization, focused on securing political, educational, social, and economic equality for Black Americans. Directly comparable as a Black-led civil rights advocacy organization using litigation, advocacy, and mobilization, though operating at much larger scale and through a federated chapter model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ColorOfChange
• YouTubeyoutube.com/user/colorofchange
• Facebookfacebook.com/colorofchange
• Instagraminstagram.com/colorofchange
• LinkedInlinkedin.com/company/2825428

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ColorOfChange