Color of Change: My latest work crush…

Originally posed on Medium where I do most of my writing now.

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I want to take a few minutes to tell you why I love the Colour of Change website.

Reason 1: Has nothing to do with the website.

It’s everything to do with the organisation, what they exist to do and how they present themselves to those they want to inspire to join them in the fight.

This is their mission statement.

Color Of Change is the nation’s largest online racial justice organization.
We help people respond effectively to injustice in the world around us. As a national online force driven by over one million members, we move decision-makers in corporations and government to create a more human and less hostile world for Black people in America.

Our campaigns and initiatives win changes that matter. By designing strategies powerful enough to fight racism and injustice—in politics and culture, in the workplace and the economy, in criminal justice and community life, and wherever they exist—we are changing both the written and unwritten rules of society.

We mobilize our members to end practices and systems that unfairly hold Black people back, and champion solutions that move us all forward.

Until justice is real.

That final line is my everything. Until justice is real.

Reason 2: Has everything to do with their website.

This is their homepage.

IMHO It’s probably a lot better than your website’s homepage...

Why?

Because Colour of Change have decided that if you land on their homepage you want to do one of two things.

You want to donate.

Or you want to join the movement. Or at least join the email list.

I mean, WHY ELSE WOULD YOU BE THERE?

Reason 3: The copy on the homepage.

This is the copy. Read it several times.

Color Of Change helps you do something real about injustice.

We design campaigns powerful enough to end practices that unfairly hold Black people back, and champion solutions that move us all forward. Until justice is real.

Would your organisation be able to distill who they are and what they do into 36 words?

This is movement building at its best.

Why. Because they realise they aren’t central to the movement. You are.

That copy again: Color Of Change helps you do something real about injustice.

They are going to help you do something about injustice.

So what are you waiting for!?