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Eaton Fire Devastation

Altadena Community Preservation Fund

Text ALTADENA2025 to 707070 to give to the Altadena Community Preservation Fund.

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Helping Altadena Rebuild

In response to the devastating Eaton Fire and its disproportionate impact on the historically Black community in Altadena, California, the NAACP is partnering with BET Media Group, Johnson Shapiro, Slewett & Kole (JSSK), and WME to launch the Altadena Community Preservation Fund.

This fund empowers homeowners and small business owners impacted by the Eaton Fire with direct cash assistance in the form of bridge grants. The fund will focus on assisting: 

  • Homeowners who are uninsured or underinsured, including those on the California FAIR Plan
  • Homeowners with limited net wealth as determined by LA County means testing parameters
  • Multi-generational households with higher financial strains due to shared housing and caregiving responsibilities
  • Senior (65+) Altadena homeowners who are not in the workforce

The Altadena Community Preservation Fund will be administered in partnership with FORWARD — a platform dedicated to putting people first through efficient, secure, and human-centered technology. This fund will uphold transparency, efficiency, and accountability in distributing much-needed aid, with allocation based on available funds.

Altadena Strong Photo

Donate to Altadena

Make a difference: give to Altadena where it matters most. 

By giving to the Altadena Community Preservation fund, you're helping Altadena residents with immediate and mid-term needs — including temporary housing, hiring independent adjusters, legal fees, and administrative costs.

Donate to the Fund
Derrick Johnson - NAACP

Altadena - a city rich in Black history and homeownership - deserves hope and an unwavering commitment to restoration. Through this coalition of partners and organizations, we are dedicated to providing the critical resources needed to help families reclaim and rebuild what was lost.

- Derrick Johnson, NAACP President and CEO

The Effect on Black Altadena Homeowners

Black residents in Altadena were particularly and disproportionately impacted by the Eaton Fire. Nearly half (48%) of Black households in Altadena were destroyed or sustained major damage. 

57% of Black homeowners in Altadena are older than age 65, and may be especially vulnerable to insufficient insurance coverage and predatory financial scams as they navigate the rebuilding process.