We Are For Good Podcast – Ep. 639

5 Steps to Launch Campaigns That Scale: Lessons from BLM’s Black Play Matters
Guest: Cicely Gay (Board Chairwoman, Black Lives Matter Global Network Foundation)
Hosts: Jon McCoy (A), Becky Endicott (B)
Date: August 25, 2025

Episode Overview

This episode centers on launching and scaling nonprofit campaigns with a focus on case study lessons from the Black Lives Matter Global Network Foundation’s (BLM GNF) 12th anniversary initiative, "Black Play Matters." Hosts Jon and Becky are joined by Cicely Gay, who shares her step-by-step approach for movement-building, bridging grassroots activism with strategic communications, and centering joy, play, and hope in the fight for racial justice.

Key Discussion Points & Insights

1. Cicely Gay’s Journey: From Grassroots Organizer to Movement Leader

• Background: Cicely recounts a childhood filled with performances, early organizing, and the embodiment of “bringing people together.” Her journey was shaped by being a teen mom who was supported by her community.
• AmeriCorps Influence: At 18, Cicely’s work in AmeriCorps, mentoring young girls affected by the criminal justice system, instilled a deep respect and passion for giving back.
  • “It was the power of community that undergirded me and my son…that taught me that I had a whole lot to give and that I could be empowered in the giving.” – Cicely (06:23)
• Philanthropy Focus: She has devoted her entire career to charitable, mission-driven organizations, emphasizing service and systemic change.

2. Evolution of Black Lives Matter: From Protest to Policy and Community Building

• Movement Origins: BLM was born from the pain and outrage over the acquittal in Trayvon Martin’s murder; its beginnings were emotionally driven, not organizationally planned.
• Growth and Maturation: The foundation has since distributed nearly $40M to Black-led organizations and families impacted by police violence, HBCU students, and pandemic relief.
  • “One of the things that wasn’t done early on…was a copyright or trademark of the name…Pro tip right here.” – Cicely (09:17)
• Shifting Focus: BLM’s strategy has evolved from protest to building sustainable infrastructure, centering policy, arts, community investment, and moving “from survival to thriving.”

3. Leading Through Change: Navigating Leadership Transitions & Division

• Advice for Nonprofit Leaders:
  • Build trust through transparency.
  • Stay grounded in your mission.
  • Growth means nurturing your roots, not abandoning them.
• Memorable Quote:
  • “We are moving from only Black death to Black life and Black love.” – Cicely (12:31)
• Resilience in Movements: Emphasizes balancing disruption with resilience, and the importance of “playing the long game.”
  • “We are literally part of a larger movement and we’ve got to run our race with our skills, with our team, for the time that we’re here.” – Cicely (15:18)

4. The “Black Play Matters” Campaign: Vision, Strategy & Impact

• Personal Inspiration: Drawn from her children’s involvement in sports and arts, and her mentorship at the Women’s Sports Foundation.
• Campaign Vision:
  • Shifting the narrative from “protest and pain” to centering joy, play, and possibility for Black youth.
  • “Joy is resistance and play is liberation, and every child deserves the freedom to play…without fear or bias.” – Cicely (17:14)
• Tactical Elements:
  • Funding youth sports, arts, and wellness programs.
  • Grants for HBCU students to cover gaps like food, books, and housing.
  • Partnering with organizations for community events and mentorship.
  • Incorporating art as a strategic pillar and holding powers accountable for equitable access to play.

5. Measuring Impact: Data and Storytelling

• Micro and Macro Metrics:
  • Tracking participation, partnerships, and resource distribution.
  • Real-life impact stories (e.g., students receiving gap funding quickly via gift cards).
  • Shifts in culture: prioritizing Black joy, play, and love as central, not peripheral, to thriving.
• Quote:
  • “The goal of a nonprofit is to go away…We solve the problem or the problem no longer exists.” – Cicely (22:25)

6. Cicely’s Step-by-Step Guide for Launching Campaigns That Scale

(Start at [24:05])

1. Human-Centered Listening: Begin by truly listening to the needs of the community, especially those closest to the issue.
2. Clear Problem Definition: Name the problem plainly and avoid jargon.
   • “Don’t hide behind the jargon…Black Lives Matter…it was very clear. That’s why it went from a hashtag to a viral moment.” (24:45)
3. Storytelling with Heart and Data: Translate community stories into compelling narratives that resonate with both emotion and evidence.
4. Secure Your Amplifiers: Identify and mobilize champions—partners, funders, and storytellers—to spread your message and create trust.
5. Agile Execution & Measurement: Adapt quickly and measure your impact both quantitatively and qualitatively.
   • “Nail it before you scale it…one authentic story told well can move hearts and scale you to a national impact.” (26:32)

• Advice: Start small, be intentional, and adapt as you grow.

7. The Power of Everyday Generosity and Philanthropy

(29:56–33:17)

• Philanthropy as “love of humanity”; small gestures can be transformative (e.g., a $35 stipend keeping a girl off the streets).
  • “It wasn’t about charity. It was about love. It was about an investment in dignity and safety.” – Cicely (32:44)
• Invites listeners to see themselves as agents of change through simple, thoughtful acts.

8. One Good Thing: Love as Superpower

(34:11–35:32)

• Cicely’s guiding principle: Lead with love in campaigns, leadership, and conflict.
  • “Love is my superpower…if you lead with love…you can build movements that last.” (34:22)
  • Reframes “meekness” as strength under restraint: “You are not weak. You are meek. And that is strength under restraint. You choose love.” (35:17)

Notable Quotes & Memorable Moments

• On Movement Leadership:
  “I want to be a good ancestor. I drink from wells that I did not dig.” – Cicely Gay (12:25)
• On the Need to Trademark:
  “One of the things that wasn’t done early on…was a copyright or trademark of the name. And we’ll talk about what to do. Right?” – Cicely (09:17)
• On Cultural Change:
  “Black joy and black play and black life and black love are all recognized as central to thriving, not side notes to struggle.” – Cicely (22:50)
• On Campaign Scaling:
  “Don’t grow too big. I know we want to take over the world, but let’s nail it first.” – Cicely (26:53)

Timestamps for Key Segments

• [04:44] – Cicely’s personal story and AmeriCorps beginnings
• [08:27] – Origins and evolution of the Black Lives Matter movement
• [11:38] – Advice on navigating organizational change and leadership transition
• [16:26] – Introducing the “Black Play Matters” campaign
• [20:09] – Measuring impact: Stories of student and community support
• [24:05] – Step-by-step masterclass on campaign launching and scaling
• [29:56] – Story of everyday philanthropy and community impact
• [34:11] – Cicely’s “One Good Thing”: Leading with love

Get Involved & Connect

• Learn more: blacklivesmatter.com
• Social: @BLKLivesMatter
• How to Support: Engage, donate, and help expand access to joy and play for Black youth. “We are looking for people to invest and to support us at every turn…join us online. We can’t wait to get to know you and to grow together to build a world that our children and our people truly deserve.” – Cicely (36:14)

This rich, practical episode is filled with wisdom for nonprofit leaders, fundraisers, movement builders, and anyone committed to driving systemic change with heart and strategy. Cicely Gay’s leadership journey and her prescription for scaling impactful campaigns is both masterclass and inspiration, binding together the threads of activism, philanthropy, and joy.