Grande Foundation supports social causes

Los Angeles, July 25: For years, pop star Ariana Grande gave away money, mostly quietly and without much structure. There were annual gifts to England’s Royal Manchester Children’s Hospital. Sometimes a night’s performance proceeds were handed to nonprofit groups. She anonymously funded a holiday gift drive for transgender young people in addition to launching a $3 million fundraising event for transgender youths in 2022.

Now those scattered acts of giving have a name and a public face: the Brighter Days Ahead Foundation. Launched in May, it will focus on causes Grande has advocated for in the past, including LGBTQ+ rights, reproductive health, immigrant rights, and mental health. Grande is doing this at a moment when philanthropic support for these causes is eroding, said Shauna Nep, Grande’s philanthropic adviser.

“We’re seeing the support for the kinds of issues she cares about going down drastically and the attacks going up aggressively,” Nep said.

This summer, Grande is using her Eternal Sunshine Tour to fund and promote the foundation, highlighting national and local nonprofits at each tour stop. Names of her grantee organisations are shown on screens in the centre of the arena during the pre-show countdown. And fans who donate to the nonprofit can enter a sweepstakes for a chance to win a trip to see her final tour date in London.

“The fan experience is still completely intact,” Nep said. “We’re meeting them where they are instead of taking them away from anything.”

Tour funds will be split among the featured local organisations, though none have been distributed yet. The grants announced so far have come entirely from Grande’s personal giving, a foundation spokesperson said.

In many ways, Grande, who also starred in the “Wicked” movies, is following in the footsteps of earlier generations of entertainers who lent their names to once controversial causes like HIV/AIDS and created their own foundations to help move large sums of money.

But today, celebrities’ platforms are larger than ever, giving them even more sway, noted Genevieve Shaker, who teaches courses on celebrity philanthropy and fundraising leadership at Indiana University’s Lilly School of Philanthropy.

“In the past, prior to social media, celebrities might be more dependent on traditional media to share stories about what they’re doing,” she said. “Now they have their own kind of media empire where they can leverage lots of channels to communicate, including about philanthropy and causes and nonprofits.”

Trans Lifeline, which runs a crisis hotline for transgender people, is one of the nonprofits Grande has supported. The group has received $125,000 total — $75,000 in emergency funding last June and $50,000 when the foundation formally launched in May.

The money helped Trans Lifeline relaunch a microgrants program that distributed $100,000 directly to trans people across the country in partnership with five grassroots organisations, said Dante Alviar Horton, its executive director. Some of the funding also went toward improving benefits for the organisation’s direct service crisis workers.

Trans Lifeline relies almost entirely on individual donors. Visibility gained from celebrity supporters has helped sustain the group, Alviar Horton said. He pointed to Trans Lifeline’s recent collaboration with designer Conner Ives on the “Protect the Dolls” T-shirt campaign, which raised more than $500,000 after celebrities like Pedro Pascal began wearing the shirts publicly.(AP)