{"id":550212,"date":"2022-11-01T06:45:25","date_gmt":"2022-11-01T13:45:25","guid":{"rendered":"https:\/\/www.esri.com\/about\/newsroom\/?post_type=wherenext&#038;p=550212"},"modified":"2023-09-15T08:13:26","modified_gmt":"2023-09-15T15:13:26","slug":"microsofts-darrell-booker-on-racial-equity","status":"publish","type":"wherenext","link":"https:\/\/www.esri.com\/about\/newsroom\/publications\/wherenext\/microsofts-darrell-booker-on-racial-equity","title":{"rendered":"How Microsoft Mapped a Path to Community Impact"},"author":501,"featured_media":0,"parent":0,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"sync_status":"","episode_type":"","audio_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","_links_to":"","_links_to_target":""},"categories":[],"tags":[478092,467761,471622,281,486642],"department":[476792,476782],"wherenext-category":[],"industry":[],"class_list":["post-550212","wherenext","type-wherenext","status-publish","format-standard","hentry","tag-dei","tag-equity-and-inclusion","tag-esg","tag-location-intelligence","tag-wherenext-profiles","department-cxo-priorities","department-new-analyst"],"acf":{"short_description":"The tech company is using location awareness to support Black communities by digitally transforming a network of nonprofits.","pdf":{"host_remotely":false,"file":"","file_url":""},"flexible_content":[{"acf_fc_layout":"content","content":"The summer of 2020 saw <a href=\"https:\/\/www.brookings.edu\/blog\/how-we-rise\/2021\/06\/09\/pandemics-and-protests-america-has-experienced-racism-like-this-before\/\">nearly 20 million people<\/a> take to US streets to demand racial equity. That June, as part of <a href=\"https:\/\/query.prod.cms.rt.microsoft.com\/cms\/api\/am\/binary\/RE4NNpi\">a multistage equity initiative<\/a>, leaders at Microsoft outlined an initiative to support nonprofits making a difference in the lives of Black Americans."},{"acf_fc_layout":"sidebar","layout":"standard","image_reference":null,"image_reference_figure":"","spotlight_image":null,"section_title":"","spotlight_name":"","position":"Left","content":"<strong>Article snapshot:<\/strong> A Microsoft team dedicated to racial equity boasted the resources of a tech giant and the energy of a startup. All it needed was a map to steer its efforts in the right direction.","snippet":""},{"acf_fc_layout":"content","content":"The program\u2014called the <a href=\"https:\/\/nonprofits.tsi.microsoft.com\/EN-US\/Nonprofit-Tech-Acceleration-for-Black-and-African-American-Communities\/\">Nonprofit Tech Acceleration (NTA) for Black and African American Communities<\/a>\u2014would supply groups with cutting-edge digital technology. Partner organizations would receive donated licenses for Microsoft\u2019s productivity apps, sales management platforms, data analysis tools, and cloud computing platform, along with free consulting on how to integrate these resources into their workflows.\r\n\r\nHelmed by Darrell Booker, an energetic leader and former chief technology officer for a child welfare nonprofit, Microsoft\u2019s NTA program got off to a fast start. Within four weeks of its November 2020 launch, the team had already connected with 200 organizations.\r\n<h3><strong>A Racial Equity Program Gets Location Savvy\u00a0 <\/strong><\/h3>\r\nNTA\u2019s goal was to assist 1,000 nonprofits in the first year. To accomplish that <em>and<\/em> ensure a meaningful impact on racial equity, Booker needed to understand not just the organizations themselves, but the conditions of the regions they served. \u201cAs part of my work, I want to identify where the need most is,\u201d he says.\r\n\r\nLike many leaders at data-driven, socially conscious businesses, Booker realized <a href=\"https:\/\/www.esri.com\/about\/newsroom\/publications\/wherenext\/practicing-racial-equity-and-inclusion\/\">the best way to find those connections was with a map<\/a>.\r\n\r\nBy analyzing Census Bureau data on education, housing, and poverty levels, the NTA team looked within major cities and beyond to find areas with the most profound racial disparities. That analysis yielded a dashboard called the Opportunity Scorecard, which provided <a href=\"https:\/\/www.esri.com\/en-us\/location-intelligence\">location intelligence<\/a> that went well beyond listing office locations on a map.\r\n\r\n\u201cThe high-level aim was to figure out where there are synergies among nonprofits,\u201d says Jana Alston, who helped build the Opportunity Scorecard as a research fellow for NTA. \u201cWe want to be able to say, \u2018In this region, this is a hot spot, and if we can invest a lot of dollars here and do joint community activities within this spot, it could be much more impactful.\u2019\u201d"},{"acf_fc_layout":"quote","image":550182,"text":"\u201c[Darrell] is good at people and he\u2019s good at really conveying a vision.\u201d","author_name":"Jana Alston, Microsoft","author_profession_organization":""},{"acf_fc_layout":"content","content":"<h3><strong>Overcoming Systemic Disadvantages<\/strong><\/h3>\r\nThe nonprofits that entered the NTA program\u2014a group now numbering more than 1,500\u2014ranged from New York\u2019s <a href=\"https:\/\/bronxconnect.org\/\">BronxConnect<\/a>, which helps at-risk youth stay out of jail, to Los Angeles\u2019 education-focused <a href=\"http:\/\/titusparenting.org\/about_us.html\">Titus Single Parent Mentoring<\/a>. Each group\u2019s staff has personal relationships in their communities and a local understanding of how to be frontline catalysts on issues affecting Black and African American communities.\r\n\r\nWhat they required, often urgently, was institutional support.\r\n\r\nIn the charity world, racial equity has been elusive. Of $2.2 billion granted to nonprofits across 25 cities between 2016 and 2018, just 1 percent went to organizations serving Black and African American communities, according to an analysis conducted by the National Committee for Responsible Philanthropy.\r\n\r\nAnd Black-led nonprofits receive unrestricted funds at a <a href=\"https:\/\/www.bridgespan.org\/insights\/library\/philanthropy\/disparities-nonprofit-funding-for-leaders-of-color\">76 percent lower rate than white-led nonprofits<\/a>, according to another study. This lack of support often translates into small offices operating on shoestring budgets while tackling some of the nation\u2019s toughest challenges.\r\n<h3><strong>Social Impact through Digital Solutions<\/strong><\/h3>\r\nFor Booker, the scarcity of social support networks for Black communities felt personal.\r\n\r\nHis childhood in Virginia had been happy. His father encouraged his interest in computers, letting Booker teach himself DOS commands on a brand-new Intel 286. But as an adult, Booker learned that his mother hadn\u2019t been so fortunate. Placed in foster care at the age of two, separated from her brothers and sisters, she had experienced the failings of systems designed to support society\u2019s most neglected members.\r\n\r\n\u201cSo much in my past and what I experienced is really shaping how I can use technology in a different way,\u201d Booker says now.\r\n\r\nAs his career progressed from help desk support and programming at a department of corrections to CIO at an auto parts company, he wondered how he could make a bigger social impact. When he first joined Microsoft, he advised high-profile nonprofits like the Bill and Melinda Gates Foundation, The Salvation Army, and the American Cancer Society as they migrated their data platforms to the cloud.\r\n\r\nNow, as the head of NTA, he was in position to improve racial equity on a national scale. He wanted to ensure that the resources Microsoft provided were going to the places where they would be most effective. To do so, he and the team had to see data in a spatial context."},{"acf_fc_layout":"quote","image":550192,"text":"\u201cDarrell has a unique gift for connecting with nonprofits and truly understanding their mission\u2014and uncovering their aspiration.\u201d","author_name":"Aubrey Coleman, Microsoft","author_profession_organization":""},{"acf_fc_layout":"content","content":"<h3><strong>Startup Energy at a Tech Behemoth<\/strong><\/h3>\r\nAt the time of NTA\u2019s founding, there was no established database of nonprofits serving Black communities, so the NTA team had to create one.\r\n\r\nBooker tapped Charity Navigator for a list of the roughly 1.5 million nonprofits in the US. He used census data to identify ZIP codes where households were 60 to 100 percent Black-occupied. The nonprofits in those ZIP codes numbered 36,000."},{"acf_fc_layout":"sidebar","layout":"standard","image_reference":null,"image_reference_figure":"","spotlight_image":null,"section_title":"","spotlight_name":"","position":"Left","content":"<strong>Smarter Paths to Racial Equity<\/strong>\r\n\r\nLike Darrell Booker and Microsoft\u2019s NTA team, corporate leaders want their support for racial equity to deliver lasting impacts. To convert pledges into action, explore some of the ways <a href=\"https:\/\/www.esri.com\/en-us\/racial-equity\/business\">location intelligence sharpens community outreach and impact<\/a>.","snippet":""},{"acf_fc_layout":"content","content":"To narrow the scope further and assign priority, Booker needed more detail on the challenges each area faced and where the best opportunities existed to build momentum for Microsoft\u2019s racial equity program.\r\n\r\nTo help with the effort, he brought on Alston, who at the time was pursuing her master\u2019s degree in policy management at Georgetown University. Though she didn\u2019t have a deep background in tech, Alston found Booker\u2019s passion and vision for the NTA program infectious.\r\n\r\n\u201cIt was like the energy you expect from a startup, but within this behemoth that is Microsoft,\u201d she says. \u201cIt\u2019s kind of like the best of both worlds because you have all the resources and support system, but you have this new, raw energy and potential.\u201d\r\n<h3><strong>A Tapestry of Neighborhoods<\/strong><\/h3>\r\nIn developing what would become the Opportunity Scorecard, Alston took inspiration from a dashboard created by Microsoft\u2019s Airband initiative, dedicated to expanding broadband access and adoption among at least 3 million rural unserved people, as well as in eight US cities where Black and African American households lack affordable internet access.\r\n\r\n\u201cMy work in broadband access and digital equity often intersects with NTA because our focus communities overlap,\u201d says Aubrey Coleman, a business program manager for the <a href=\"https:\/\/www.microsoft.com\/en-us\/corporate-responsibility\/airband-initiative\">Airband initiative<\/a>. A few years ago, Airband released data maps showing that 120.4 million people in the US do not use the internet at broadband speeds\u2014more than a third of the nation\u2019s population. The Airband team shared its broadband maps, methodologies, and other useful data points with Alston, while Booker, who frequently meets with community leaders, shared contacts and on-the-ground intelligence.\r\n\r\n\u201cDarrell has taught me that each community across the country is different and requires a different approach,\u201d Coleman says. \u201cWe must use both quantitative and qualitative data to meet communities\u2019 needs. Each is unique in its philosophies, how it operates, which stakeholders have credibility in the community, and in its expectations for partnerships.\u201d\r\n\r\nTo illustrate those differences, Alston used color coding and the clear outlines of metropolitan statistical areas on maps showing how seven key metrics, including low rates of four-year college degrees, homeownership, income, and access to high-speed internet were compounding negative effects on communities.\r\n\r\n\u201cWe wanted it to be something that an outsider, who has no experience or knowledge of the program, could look at and very clearly understand that these 10 or 15 or 20 regions are the special ones,\u201d Alston explains.\r\n\r\nWith this knowledge, NTA team members could focus on nonprofits in those areas and reach out to assess each one\u2019s technological needs."},{"acf_fc_layout":"quote","image":550202,"text":"By displaying information in a geographic context, Booker and team could cross-reference nonprofits across the country with demographic data that illuminated underserved Black populations\u2014and the places Microsoft could help most. ","author_name":"","author_profession_organization":""},{"acf_fc_layout":"content","content":"<h3><strong>Digital Transformation at the Community Level<\/strong><\/h3>\r\nWell before the end of NTA\u2019s first year in action, it had already connected with 1,000 organizations. But as Booker reviewed the loose distribution of nonprofits on the map, he began weighing how to synthesize efforts among the organizations to deepen their impacts.\r\n\r\n\u201cThat was when I started to change my mindset and say, \u2018You know what? I have to look at these on a community level,\u2019\u201d Booker says. \u201cI want to be able to say, \u2018I have digitally transformed 80 percent of the nonprofits in Cedar Rapids, Iowa.\u2019\u201d\r\n\r\nBy the time Alston\u2019s fellowship ended, her location analysis had yielded a list of 20 primary areas where NTA\u2019s efforts could produce the most impact on racial equity. That led Booker and the team to focus on pockets of the country outside well-known cities, like northeast North Carolina, southwest Georgia, and one cluster of ZIP codes on the border of Indiana and Michigan.\r\n<h3><strong>Building for the Future<\/strong><\/h3>\r\nFor Booker, location awareness will continue to guide how he and Microsoft serve the communities identified by NTA. He\u2019s increasingly turning his attention to groups that coordinate efforts among community organizations, and he\u2019s using spatial understanding to fine-tune outreach and program marketing.\r\n\r\nAs he achieves NTA\u2019s near-term goals, Booker is also thinking 5 or 10 years ahead. By tracking the success of individual nonprofits along with metrics on their communities, he hopes the combined effects of NTA\u2019s partners will begin showing up in improved measures of racial equity, including increased education levels and decreased poverty in NTA\u2019s areas of focus.\r\n\r\n\u201cMy mantra is \u2018build for the future, not the now,\u2019\u201d Booker says."}],"references":null},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.9 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Microsoft Maps New Paths to Racial Equity<\/title>\n<meta name=\"description\" content=\"As part of its racial equity work, Microsoft set out to support nonprofits in communities nationwide. 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