As Americans began rallying for racial equality and justice for the death of George Floyd at the beginning of June, several brands postponed their original Pride plans or announced that they would incorporate Black Lives Matter support into their Pride initiatives.
Bumble is one of the first brands to announce its new merged Pride, Black Lives Matter initiative. On Monday, the female-focused dating app announced a new in-app campaign that asks users to nominate LGBTQ+ organizations that support BIPOC (Black, Indigenous, People of Color) the company can support with donations. Bumble is looking to donate $5,000 each to select organizations that provide services for at-risk committees, such as bail and mutual aid funds.
The campaign gives Bumble's 5 million U.S. users the opportunity to take action through June 30. In-app prompts on all three of the company’s apps—Bumble Date, Bumble BFF and Bumble Buzz—guide users to nominate an organization of their choice, or ask for donations if they happen to lead a community group that caters to LGBTQ+ and BIPOC communities. The brand has also introduced a call to action on its website.