Beyond Open Case Study

The Beyond Open small business grant team, made up of internal and external partners, proudly supported Foundation For The Carolinas (FFTC) in its mission to empower small business owners through the Wells Fargo Open for Business Fund. This initiative aimed to build wealth, especially among businesses owned by people of color, women, veterans, and individuals with disabilities, by providing grants for capital assets such as storefronts, equipment, and technology—without incurring debt.

FFTC’s grant program was designed to shift the narrative around business ownership and wealth creation, with a special focus on underserved communities, including the “Corridors of Opportunity” in Charlotte. Our team developed an integrated communications strategy to raise awareness, inspire action, and ensure the successful distribution of these funds.

The first objective was to create an inclusive, approachable brand to engage diverse small business owners. As FFTC’s first grant program for for-profit businesses, outreach needed to be thoughtful and targeted. Through clear communications and strategic brand development, we built a community of over 7,600 individuals who subscribed to receive updates and engage with the Beyond Open program. Of the selected grantees, 91% identified as people of color, 57% as women-owned, and 85% were located within the Corridors of Opportunity—proof of our ability to connect with and serve the right communities.

Our second objective was to grow awareness and engagement. Using a variety of communication channels—email, social media, radio, TV, digital media, and community outreach—we reached thousands of potential applicants. The program’s website saw 179,000 total and 121,000 unique visits, media had a reach of 423,316,365, and email updates achieved a 72% open rate, demonstrating the effectiveness of our outreach efforts.

The final objective was to engage business owners throughout the application process, ensuring their success in securing grants. We received over 4,000 applications—three times the anticipated goal—and awarded $16.3 million to 402 small business owners, exceeding the initial commitment of $15M in grant funding.

The Beyond Open team is proud to have contributed to this impactful initiative, providing small businesses with the financial tools to thrive and helping to reshape access to capital and wealth creation.