The new ‘Be The People' campaign wants to unite hundreds of millions of Americans to solve problems

As the official celebrations of the 250th anniversary of the signing of the Declaration of Independence culminate on July 4, a well-financed, privately funded initiative will kick off to try to connect hundreds of millions of Americans with efforts to solve local problems.

The "Be The People" campaign aspires to change the perception that the U.S. is hopelessly divided and that individuals have little power to overcome problems like poverty, addiction, violence and stalled economic mobility. It also wants to move people take action to solve those problems.

Brian Hooks, chairman and CEO of the nonprofit network Stand Together, said the 250th anniversary is a unique 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.''

Funded by a mix of 50 philanthropic foundations and individual donors, Be The People builds on research that indicates many people want to contribute to their communities but don't know how. The initiative has raised more than $200 million for its first year's budget.

Founding members range from nonprofits — including GivingTuesday, Goodwill Industries and Habitat for Humanity, businesses like Ron Howard's Imagine Entertainment and the National Basketball Association, to funders like the John D. and Catherine T. MacArthur Foundation.

Hooks said this is a 10-year commitment toward trying to achieve what would be a profound shift in behavior and culture. He referenced a 2024 Pew Research Center survey that found most Americans in 2023 and 2024 did not believe that the U.S. could solve its most important problems, saying it was a ''red alert'' for the country.

Hooks said the initiative envisions actions far beyond volunteering or service that people could do in their free time. He pointed to a role for businesses and schools and said the initiative would launch a major data collection effort to track whether people are actually more engaged and whether problems are actually getting solved.

''Be The People,'' will not incorporate as a new nonprofit, but act more like a banner for groups to organize under and use to connect to resources. As an example, at the Atlanta Hawks game on Monday, Martin Luther King III and his wife, Arndrea Waters King, linked a program they launched last year, Realize the Dream, which aims to increase acts of service, to the new campaign.

''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,'' the Kings said in a written statement.

''Be The People,'' will operate similarly to the nonprofit GivingTuesday. While it started as a hashtag to encourage people to donate to nonprofits on the Tuesday after Thanksgiving, GivingTuesday has grown into a platform that provides nonprofits with tools, like fundraising kits and advice on how to reach and mobilize their supporters. Nonprofits can participate however they like but gain some momentum by acting alongside many other groups.

''Our experience with GivingTuesday is that when people volunteer together, when people work together on something to do with positive social impact, they find it harder and harder to demonize each other,'' said Asha Curran, its CEO.

The initiative comes against a backdrop of deep polarization, economic inequality and the degradation of democratic norms and institutions in the U.S.

''Funders are getting more concerned about of the health of American democracy, the future of the democratic experiment and pluralism and inclusion,'' Goss said.

Another group of funders, including the Freedom Together Foundation, launched a project last year to recognize people and groups who stand up for their communities, which they called a ''civic bravery'' award. In a November report, they issued a similar call for funders to invest in helping individuals organize together in response to a rise in authoritarianism.

Hooks and the other leaders of ''Be The People'' have also convened major communications teams to help tell these stories, which they think are lost in the current information ecosystem.

''What we're doing is we're helping to lift up the story of Americans that is unfolding at the local level, but is not breaking through,'' Hooks said. ''So we're holding up a mirror and a microphone to Americans to reveal to each other who we truly are.''

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