The Power of One: Multiplying Small Actions for Maximum Impact With Baltimore’s CLLCTIVLY

CLLCTIVLY is a Baltimore-based grassroots collective with a powerful mission: to build a regenerative ecosystem centered on collective care and ancestral imagination as a roadmap to Black liberation. By connecting changemakers with community members and donors, sharing resources, and amplifying Black voices and stories, CLLCTIVLY has made a significant impact across Greater Baltimore. Since its founding, the organization has mobilized $7 million in funding to more than 150k projects. How? By building community for community’s sake.

“Building place-based social change centering black genius, narrative power, social networks, & resource mobilization”.

CLLCTIVLY

In & Of Every Moment

With several marquee fundraising initiatives, CLLCTIVLY needed a giving campaign flexible enough to elevate major moments while sustaining momentum throughout the year. Between anchors like CLLCTIVGIVE—a 24-hour community-powered giving event—and 28 Days of Black Futures—a month-long celebration of Black imagination and social change—there are countless smaller moments. Each one, an opportunity for someone new to become part of the whole.

Mission developed FRWRD BLCK FUTRS, an always-on campaign designed to live within and between these moments, amplifying CLLCTIVLY’s broader mission while keeping prospective supporters engaged with the movement and each other.

The Power of One

With a name like CLLCTIVLY, it’s easy to infer that their values align closely with collaboration, belonging, and shared futures. A core guiding principle threaded through their work is the Power of One—the belief that together, we can accomplish meaningful things. When each person brings something to the table, the whole community benefits. 

And it’s not just about money. It’s about creating space for people to share their time, talents, or treasures—through volunteering, leadership development, or by nurturing ambitious ideas with much-needed resources. With the understanding that small actions, multiplied, have the potential for great impact, we developed campaign language that prioritized access and inclusion by encouraging giving at any scale.

Every Message Has a Time & Place

The Power of One was born from the idea that every person is a philanthropist—no matter how they give. We used traditional media to expand our reach, inviting anyone and everyone across the greater Baltimore region to support the movement. To expand CLLCTIVLY’s community while also engaging core audiences, we deployed radio ads on 92Q—Baltimore’s premier urban radio station—as well as WYPR and WAMU, two NPR member stations boasting large, civic-minded listener bases.

Cultural alignment was a key consideration when deciding on a go-live date. By launching in February—Black History Month—the campaign coincided with a natural uptick in cultural discovery. To maximize the moment, our campaign leveraged a balance of high-impact digital platforms, including Meta, TikTok, YouTube, Google Display, and Search.