National Center for Race Amity

What National Center for Race Amity does

The National Center for Race Amity (NCRA) is a US-based nonprofit organization founded in 2010 by Dr. William H. "Smitty" Smith that develops forums, workshops, service projects, films, and community initiatives to advance cross-racial and cross-cultural friendship. Following its founder's death in December 2024, the organization is operating under new leadership from a relocated permanent headquarters in Atlanta's historic Sweet Auburn district, with a secondary office in Acton, Massachusetts. NCRA's core product portfolio includes the proprietary documentary "An American Story: Race Amity and The Other Tradition" (which aired on WGBH Boston and other public television stations, with a five-part follow-up series), the annual Race Amity Day observance (second Sunday in June), the Boston Race Amity Arts and Music Festival (BRAAM Fest), the National Race Amity Conference, the Race Amity Leadership Academy for middle and high school students, the Race Amity Medal of Honor awards program, and the Riders for Race Amity youth cycling initiative. The organization also curates the Icons of Race Amity art collection and operates the Race Amity Institute for research and programming in Atlanta.

Underlying technology is centered on documentary film production and educational media, supported by WHS Media Productions as a strategic production partner, with content distributed via public television, owned social channels (Facebook, YouTube, Instagram, LinkedIn), email newsletter, and the NCRA website. NCRA generates revenue through a diversified donation model: individual and organizational contributions including annual Giving Tuesday campaigns, foundation matching challenges (notably from the Wayfarer Foundation at 50 cents per dollar with a $250,000 contingent match), event ticket sales for the Medal of Honor Dinner, National Race Amity Conference, and BRAAM Fest, plus a modest online store selling books, educational materials, and commemorative merchandise. The organization serves the general public, community groups, educational institutions, and aligned nonprofits, with formal partnerships ranging from Boston Boys and Girls Clubs and Roxbury Community College to Ben & Jerry's Boston Scoops and Georgia Public Broadcasting.

Name

National Center for Race Amity

Legal name

National Center for Race Amity

Website

https://raceamity.org

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

NCRA is a US nonprofit that develops forums, workshops, films, and community programs to advance cross-racial and cross-cultural friendship. It serves the general public, educational institutions, and aligned nonprofits through Race Amity Day, the Leadership Academy, conferences, and the Medal of Honor awards.

Ownership category

akta.pro rank

Product category

Race Reconciliation Education

NAICS

Human Rights Organizations (813311), Civic and Social Organizations (813410)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Racial & Ethnic Justice Organizations (BPAGAFAC)

akta.pro secondary industry

Human Rights & Anti-Discrimination Organizations (BPAGAFAB)

Keywords

• Race amity education
• Cross-racial community programs
• Youth leadership development
• Cultural diversity workshops
• Community reconciliation forums

Headquarters

HQ city

Acton

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Donations and Contributions: Individual and organizational donations form a primary revenue stream, with annual Giving Tuesday campaigns and general fund-raising efforts. The Wayfarer Foundation has provided matching challenges (50 cents per dollar donated).
2. Event Revenue: Ticket sales for events including the Medal of Honor Dinner, National Race Amity Conference, and Sing Sistah Sing performance. VIP tickets include special receptions and merchandise.
3. Store/Merchandise: Online store selling books, educational materials, and commemorative items.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

The National Center for Race Amity develops forums, workshops, service projects, films, and other initiatives to advance cross-racial and cross-cultural friendship. Its core offerings include the documentary "An American Story: Race Amity and The Other Tradition," the annual Race Amity Day celebration, the Boston Race Amity Arts and Music Festival, the National Race Amity Conference, the Race Amity Leadership Academy, the Race Amity Medal of Honor awards, and the Race Amity Institute in Atlanta.

Product overview

The National Center for Race Amity operates as a multi-initiative nonprofit organization focused on advancing cross-racial and cross-cultural friendship through forums, workshops, films, and community programs. The core portfolio includes the documentary 'An American Story: Race Amity and The Other Tradition' as foundational media content; annual observances including Race Amity Day (second Sunday in June), the Boston Race Amity Arts and Music Festival, and National Race Amity Conference; youth development through the Race Amity Leadership Academy and Riders for Race Amity biking initiative; and recognition via the Race Amity Medal of Honor awards. The organization also supports allied programs (UnityWorks, ICS Mosaic Partnerships), provides educational tool kits, and maintains the Race Amity Institute in Atlanta for research and programming. These initiatives work together to move public discourse on race beyond conflict toward recognition of collaborative partnerships throughout American history.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Over 100 Race Amity Day celebrations held annually across 26+ states
• +2 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Boston Scoops/Ben and Jerry'scoreGTM or Marketing Partner · 1 January 2022Boston Scoops Shops, operating five Ben and Jerry's Ice Cream Shops in metro Boston, teamed up with NCRA to host the Boston Race Amity Arts and Music Festival. Co-sponsor providing free ice cream and working with NCRA's national office of diversity and inclusion to export the festival model across the country.
• Yard Heads InternationalminorGTM or Marketing Partner · 1 January 2022Co-presenter with NCRA of Sing Sistah Sing! Tales of Transatlantic Freedom American Premiere at the Museum of Fine Arts, Boston.
• Changing Our WorldminorImplementation/ SI/ Consulting Partner · 1 January 2021NCRA engaged strategic planning organization Changing Our World to assist in developing short- and long-term plans. Changing Our World is a leading philanthropy and management consulting firm that has worked with clients including the Archdiocese of New York, CARE, and the UN Foundation.
• UnityWorks FoundationcoreStrategic or Co-development Partner · 1 December 2019NCRA designated UnityWorks Foundation as an Allied Program in Race Amity (APRA). UnityWorks is a national nonprofit educational organization committed to promoting cross-racial and cross-cultural understanding, equity and inclusion, with a focus on K-12 schools. In 2025, NCRA adopted UnityWorks as one of its core programs.
• Idea Connection Systems (ICS) Mosaic Partnerships ProgramcoreStrategic or Co-development Partner · 1 December 2019NCRA designated ICS Mosaic Partnerships Program as an Allied Program in Race Amity (APRA). ICS creates transformational processes that build intimate friendships across racial and ethnic lines, leading to increased social capital in communities.
• Georgia Public BroadcastingminorGTM or Marketing Partner · 1 January 2019GPB hosted a live panel and streaming of the documentary An American Story: Race Amity and The Other Tradition, attracting a large studio audience and serving as a lead-in to Atlanta's Race Amity Day observation.
• Baha'i Community of AtlantaminorGTM or Marketing Partner · 1 January 2019Spiritual Assembly of Baha'is of Atlanta assisted in organizing the GPB documentary screening and panel discussion event.
• WHS Media ProductionscoreStrategic or Co-development Partner · 1 January 2018Production partner for the documentary An American Story: Race Amity and The Other Tradition and its five-part follow-up series. WHS Media Productions' Shining Light Press also published the Race Amity: America's Other Tradition primer.
• Wheelock College of Education at Boston UniversityminorOthers · 1 January 2018Former institutional home and partner. NCRA was among programs at the former Wheelock College that did not transition with the college when it merged into Boston University in 2018. NCRA continues as an independent nonprofit.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• ADL (Anti-Defamation League): Established national nonprofit addressing racism, antisemitism, and extremism through education, advocacy, and signature programs (e.g., No Place for Hate), operating at much larger scale than NCRA across the same anti-discrimination mission space.
• Equal Justice Initiative: National organization focused on racial reconciliation and confronting America's racial history through memorials, museums, and education (Legacy Museum/National Memorial for Peace and Justice); a much larger peer with overlapping reconciliation/heritage-narrative work.
• NAACP: America's oldest and largest civil rights organization pursuing racial justice through litigation, advocacy, and youth programs; a much larger incumbent in the same space NCRA operates, but emphasizing legal/policy levers rather than NCRA's 'amity' framing.
• Southern Poverty Law Center (SPLC): Major civil rights nonprofit using litigation, education, and monitoring of hate groups; comparable breadth of mission (combating racism and extremism) but with a litigation-and-investigation model rather than NCRA's community-and-arts model.
• People For the American Way: National advocacy organization promoting equity, civil rights, and intergroup understanding through public education campaigns; comparable in form (501(c)(3) advocacy, public programming, dialogues) but operating at significantly larger national scale.
• Human Rights Campaign Foundation: Large national civil rights advocacy organization delivering public education, training programs, and high-profile events; broader scope (LGBTQ+ equity) but analogous structure of national conference, leadership programming, and donor-supported operations.

Direct peers

• National Conference for Community and Justice (NCCJ): Long-standing interfaith/intergroup nonprofit running youth leadership academies, corporate diversity training, and dialogue programs — overlapping with NCRA's Leadership Academy, Medal of Honor, and Race Amity Institute offerings.
• Learning for Justice (formerly Teaching Tolerance): Education-focused racial justice organization producing K-12 curricula, documentaries, and teacher resources — directly comparable to NCRA's UnityWorks core program, documentary library, and educator tool kit.
• International Institute for Race Amity & Intercultural Dialogue: Closely aligned mission organization promoting cross-racial friendship, 'race amity,' and intercultural dialogue through educational programming, events, and community organizing — the most direct conceptual peer to NCRA.

Regional players

• Charles H. Wright Museum of African American History: Detroit-based museum and cultural institution promoting African American history and cross-cultural understanding through exhibits, educational programming, and events — similar educational/heritage mission to NCRA but anchored to a single physical site rather than distributed events.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/ncramity
• Facebookfacebook.com/ncramity
• LinkedInlinkedin.com/company/national-center-for-race-amity
• Instagraminstagram.com/raceamity
• Xx.com/raceamity

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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 National Center for Race Amity