Fluent's Bid To Support Struggling Minority and Women-owned Business

Performance marketing agency Fluent has launched a program to support minority and women owned businesses, struggling amid the pandemic.

The company is awarding $50,000 worth of digital marketing resources to each of five recipients selected for the program to help the firms recover and grow.   

This year, due to closures caused by the pandemic lockdowns, minority business owners have suffered the deepest losses, with an estimated 40% shuttering.

In addition, women and other marginalized groups have also been disproportionately impacted by business closures with 25% of women owned businesses shuttering, along with 32% of Latinx and 26% of Asian businesses.

Through the Fluent Business Empowerment Program, the company will help selected recipients grow by helping them target, acquire and retain high-value customers.

Applications will be open until December 15, 2020, and selected recipients will be announced on January 15, 2021.

“As a company that was founded and bootstrapped following the Great Recession, we wanted to help accelerate the growth trajectory for the next era of entrepreneurs to emerge from this pandemic,” stated Matt Conlin, Co-Founder and President of  Fluent.



Each of the program recipients will be able to utilize their grants with a Fluent-managed outcome-based customer acquisition campaign or a Facebook campaign audit implemented by Fluent’s social media agency AdParlor.

Candidates must be at least 51% minority and/or women-owned, operated, and controlled, as well as physically located in North America. Candidates must currently have digital marketing programs in place in order to activate campaigns on Fluent’s platform.

Interested parties can apply here.

Sounds like a fine idea to me. Hopefully other agencies and media companies thriving in the current environment like Amazon and Google will launch similar programs.


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