Crowdfunding Equity: The Peaceful Protest with Power

Now That DEI Is Under Attack, Impact Crowdfunding Offers a Path Forward

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The anti-DEI movement is gaining ground. Politicians rail against "wokeness," while the federal government quietly dismantles DEI programs. Major corporations, once eager to showcase their diversity efforts, are backpedaling. It's a sobering moment for those of us who believe in fairness, equity, and opportunity for all.

But while policy may retreat and companies may cave, we as individuals don't have to stand by helplessly. There's another way to act—and it doesn't require shouting in protest or waiting for leadership to change course. It requires capital. It requires intention. It requires community.

Impact crowdfunding offers a way forward.

Why DEI Still Matters

DEI—Diversity, Equity, and Inclusion—was never about favoritism. It was about balance. For generations, access to capital, leadership, and opportunity skewed heavily toward white men. DEI efforts have aimed to even the scales, opening doors for women, people of color, LGBTQ+ individuals, and others historically excluded.

Importantly, DEI isn’t just about race and gender. Rural Americans have long faced underinvestment. Veterans, though admired, often struggle to access capital. DEI principles remind us that equity means everyone deserves a fair shot.

Frustration and Fatigue

It's no wonder DEI advocates feel disillusioned. Shareholders have little power over boardroom decisions. Citizens feel disconnected from sweeping federal policy shifts. The sheer scale of the backlash is enough to make some give up.

But giving up isn't the only option. If the halls of power won't listen, maybe it's time to build new rooms.

A Path Forward: Impact Crowdfunding

Impact crowdfunding allows anyone to invest in startups and small businesses—especially those led by underrepresented founders. It doesn't rely on permission from Wall Street, Washington, or Fortune 500 executives. It's grassroots capital. It's democracy in action.

You don't have to be loud to make an impact. Quiet DEI supporters can search for and invest in founders who reflect their values. Women-led businesses. Black-owned startups. Queer entrepreneurs. Founders from small towns and underserved communities.

For those ready to raise their voices, impact crowdfunding offers shareable, story-driven campaigns. You can champion a founder, introduce them to your network, and invest alongside your peers.

Smart DEI-Informed Investing

Backing businesses because of their values is important—but so is their viability. Impact crowdfunding isn’t about charity; it’s about investing.

Supporting founders who can succeed has greater impact than backing those who can't. When businesses thrive, they repay loans or generate returns. That allows you to reinvest, expanding your impact over time.

That means due diligence matters. Look for founders with solid business plans, real traction, and a compelling value proposition. Don’t ignore the numbers.

A balanced impact portfolio will likely include both low-risk and higher-reward investments. And over time, you'll likely shift more capital toward the founders and businesses that create the outcomes you want to see in the world.

DEI Pays Off: The Research

This isn’t just about doing good. It’s about smart investing.

Decades of research underscore the powerful link between diversity and performance:

• McKinsey & Company has repeatedly shown that companies with diverse leadership teams are significantly more likely to outperform financially. Their 2020 report, Diversity Wins, found that companies in the top quartile for ethnic and racial diversity on executive teams were 36% more likely to outperform on profitability.

• The Knight Foundation, in partnership with Bella Research Group, found that diverse-owned firms (including women and minority-led asset managers) perform as well as or better than their non-diverse peers—despite managing less than 2% of U.S.-based assets. The data reveals a systemic misallocation of capital, not a lack of ability.

• Morgan Stanley’s Parity Portfolio analysis showed that companies with better gender diversity exhibited lower volatility and better risk-adjusted returns. They also noted that investors increasingly consider gender and diversity as material factors in decision-making.

• Research by Illumen Capital and Stanford SPARQ revealed that identical investment memos were rated lower by professional investors when the fund manager was Black. Even when performance was top-quartile, racial bias persisted. That’s not just unfair—it’s financially inefficient.

Expanding the DEI Lens

While race and gender often dominate the DEI conversation, other groups deserve our attention too.

Rural America has big ideas and strong entrepreneurs—but little access to capital. Veterans, uniquely, are part of a disadvantaged group they volunteered to join. Both face funding gaps. Both benefit from a more inclusive investing ecosystem.

When we talk about diversity, let's remember that it includes geography, experience, and service.

How to Start Investing with a DEI Lens

You don’t need to overhaul your portfolio overnight. Start simple and stay intentional:

• Look beyond urban white men when browsing offerings. Make a habit of seeking out founders from backgrounds that have historically faced funding barriers. This includes women, people of color, LGBTQ+ individuals, rural entrepreneurs, veterans, immigrants, and people with disabilities.

• Use curated tools: At Superpowers for Good, we publish a list every Monday featuring raises from diverse founders. These lists help you cut through the noise and spotlight high-potential opportunities you might otherwise miss.

• Try KingsCrowd: Their searchable platform allows you to filter by impact goals, founder demographics, and industry categories. It’s a powerful tool for aligning your investments with your values.

• Explore platforms thoughtfully: Most regulated investment crowdfunding portals include diverse founders, but some do a better job than others at promoting them. In my view, Honeycomb Credit stands out for highlighting diverse entrepreneurs and for its commitment to serving local communities.

• Begin with debt offerings: Honeycomb’s loan-based model is a great starting point. It allows you to support small businesses while generating regular repayments. Many first-time investors find this model more approachable than equity investments.

• Diversify your portfolio: Just as you would in traditional investing, don’t put all your capital into a single company or founder. Spreading your investments across different people, sectors, and deal types increases your chances of both financial and social returns.

• Engage with founders: Many campaigns allow you to ask questions, attend webinars, or even meet the founders. Get involved. Learn their stories. When you connect personally, you become more than an investor—you become an advocate.

The Peaceful Protest with Power

You don't have to march in the streets or argue on social media to stand for justice. You can vote with your dollars. You can build a better economy one investment at a time.

Impact crowdfunding is more than investing. It's advocacy. It's empowerment. It's protest—quiet, steady, and incredibly powerful.

Now that DEI is under attack, this is our path forward.

Let’s walk it together.

Support Our Sponsors

Our generous sponsors make our work serving impact investors, social entrepreneurs, community builders and diverse founders possible. Today’s advertisers include FundingHope, the American Independent Business Alliance, Pivotal Health and SuperCrowdLA. Learn more about advertising with us here.

Max-Impact Members

The following Max-Impact Members provide valuable financial support:

Carol Fineagan, Independent Consultant | Lory Moore, Lory Moore Law | Marcia Brinton, High Desert Gear | Paul Lovejoy, Stakeholder Enterprise | Pearl Wright, Global Changemaker | Ralf Mandt, Next Pitch | Scott Thorpe, Philanthropist | Matthew Mead, Hempitecture | Michael Pratt, Qnetic | Add Your Name Here

Upcoming SuperCrowd Event Calendar

If a location is not noted, the events below are virtual.

• Impact Cherub Club Meeting hosted by The Super Crowd, Inc., a public benefit corporation, on April 15, 2025, at 1:00 PM Eastern. Each month, the Club meets to review new offerings for investment consideration and to conduct due diligence on previously screened deals. To join the Impact Cherub Club, become an Impact Member of the SuperCrowd.

• SuperCrowdHour, April 16, 2025, at 1:00 PM Eastern. Gene Massey, Chairman/CEO of MediaShares, will lead a session on "Secrets For Creating Great Content To Attract Investors." He’ll share expert insights on crafting compelling content that engages and converts potential investors. Whether you're launching a crowdfunding campaign or looking to enhance your storytelling strategy, this session is a must-attend! Don’t miss it!

• SuperCrowdLA: we’re going to be live in Santa Monica, California, May 1-3. Plan to join us for a major, in-person event focused on scaling impact. Sponsored by Digital Niche Agency, ProActive Real Estate and others. This will be a can’t-miss event. Has your business been impacted by the recent fires? Apply now for a chance to receive one of 10 free tickets to SuperCrowdLA on May 2nd and 3rd and gain the tools to rebuild and grow!

• SuperCrowd25, August 21st and 22nd: This two-day virtual event is an annual tradition but with big upgrades for 2025! We’ll be streaming live across the web and on TV via e360tv. Soon, we’ll open a process for nominating speakers. Check back!

Community Event Calendar

• Successful Funding with Karl Dakin, Tuesdays at 10:00 AM ET - Click on Events.

• Igniting Community Capital to Build Outdoor Recreation Communities, Crowdfund Better, Thursdays, March 20 & 27, April 3 & 10, 2025, at 1:00 PM ET.

• Asheville Neighborhood Economics, April 1-2, 2-25.

• Regulated Investment Crowdfunding Summit 2025, Crowdfunding Professional Association, Washington, DC, October 21-22, 2025.

Call for community action:

• Please show your support for a tax credit for investments made via Regulation Crowdfunding, benefitting both the investors and the small businesses that receive the investments. Learn more here.

If you would like to submit an event for us to share with the 9,000+ changemakers, investors and entrepreneurs who are members of the SuperCrowd, click here.