Fed up with negative media portrayals of African-Americans, LaDetra White made a personal commitment to helping Black businesses succeed.
White started the “Putting My Money Where My Heart Is Project” with the aim of aiding Black-owned businesses with surprise monetary donations she calls “ambushes.” In addition to the donations, White streams the ambushes on Facebook Live, and uploads the videos to her YouTube channel, helping to spread awareness about each business.
“First, I went and opened up a checking account at a Black-owned bank, but the feeling wasn’t sufficient,” White told The Champion newspaper in DeKalb, Georgia. “Later, I was riding through Main Street in East Point with my husband around the same time, and I spotted a quaint cupcake shop that looked worthy of patronizing. The idea hit me like a brick.”
Since starting the project, White has donated a total of $100,000, The Champion reports. She says the profits from her self-published book, This Is My Story, But It Is Not My Life, helped her make the generous donations.
See some of her ambushes here and send business ambush suggestions to: [email protected]