BET, NAACP, and WME Launch Fund to Protect Altadena’s Historic Black Community After Eaton Fire

A powerful coalition of organizations has come together to support Altadena’s historically Black neighborhoods following the devastating Eaton Fire. BET Media Group, the NAACP, Johnson Shapiro Slewett & Kole (JSSK), and WME, in collaboration with local organizations such as Community Aid Dena, Altadena Heritage, and WalkGood LA, have launched the Altadena Community Preservation Fund to help homeowners and small business owners recover and prevent displacement. Created in partnership with Los Angeles County, the initiative will provide direct financial assistance to ensure families can rebuild and remain in their community.

Altadena has long been a place of refuge for Black families, offering stability and homeownership opportunities in a state where racial discrimination historically limited Black land ownership. With many residents uninsured or underinsured, the fire has put generations of wealth and cultural history at risk. The Altadena Community Preservation Fund will provide bridge grants to cover immediate recovery costs, including temporary housing, legal fees, and administrative expenses, to help affected families regain stability.

Scott Mills, President & CEO of BET Media Group, emphasized the importance of preserving Altadena’s Black legacy. “For generations, Altadena has been a safe haven for Black families. At BET, we are committed to standing with our communities when they need us most. This fund is about more than rebuilding—it’s about ensuring that Black homeowners are not displaced and that this historic neighborhood continues to thrive.”

The fund will prioritize assistance for homeowners who are uninsured or underinsured, those with limited financial resources, multi-generational households with added financial strain, and senior homeowners over the age of 65 who are no longer in the workforce. Beyond financial relief, the NAACP is taking an active role by hosting town hall meetings and providing direct access to aid officials to ensure residents receive the support they need.

NAACP President & CEO Derrick Johnson reinforced the urgency of action. “The devastation from the Eaton Fire has robbed Black families of not just their homes, but the generational wealth they’ve worked so hard to build. Our commitment is unwavering—we will fight to ensure these families can rebuild and remain in their community.”

WME, one of the fund’s key partners, is mobilizing its resources within the entertainment industry to drive additional support. Romola Ratnam, SVP and Head of Impact and Inclusion at Endeavor, stressed the importance of this initiative. “This fund was created to protect generational wealth and provide direct relief to families who need it most. We are committed to making sure this community is not forgotten.”

JSSK echoed the importance of ensuring that long-term residents are not permanently displaced. Hannah Linkenhoker, Chief Engagement Officer at JSSK, stated, “The Eaton Fire has left many homeowners at risk of losing everything. This fund will provide a crucial safety net, helping them rebuild and remain in the community they’ve called home for generations.”

The fund will be administered through FORWARD, a platform dedicated to efficiently distributing aid to those in need. Aja Brown, Strategic Impact Partner at FORWARD and an Altadena native, emphasized the importance of stabilizing the community. “I’m honored to be part of this initiative. Recovery starts with protecting our most vulnerable residents, and that’s exactly what this fund is designed to do.”

The Altadena Community Preservation Fund is now accepting donations and additional support from individuals and organizations committed to ensuring the long-term stability of Altadena’s Black community. More information can be found through participating community organizations or at www.bet.com.