South Carolina civil rights activist shares memories of Rev. Jesse Jackson

COLUMBIA, S.C. (WIS) – South Carolina native and prominent civil rights activist, the Rev. Jesse Jackson, passed away Tuesday morning at the age of 84.

Fellow South Carolinian and civil rights leader James Felder shared his memories with WIS about his long-lasting friendship and collaboration with Jackson.

Felder first met Jackson as an 11-year-old at a beauticians’ convention in Columbia that their mothers were attending.

“His presence, he always felt he was in charge,” Felder said. “Always.”

Their friendship began as a rivalry with the two playing as quarterbacks for rival high schools in Greenville: Felder at Lincoln High and Jackson at Sterling High.

“We beat them. They beat us,” Felder said.

The two continued competing in college, with Jackson declining a position at Clark Atlanta University, where Felder was attending, because he wouldn’t be the starting quarterback.

“The coach said, see that fellow walking across the campus? He’s my first-string quarterback. Jesse left. We didn’t see him anymore,” Felder said.

Jackson continued to search for a place to play football as the starting quarterback, going next to the University of Illinois, where he was rejected because “they weren’t ready for a Black quarterback,” according to Felder, before landing at A&T State University.

Felder and Jackson began collaborating in their work following the death of Martin Luther King Jr. and the launch of Jackson’s organization, Operation Rainbow Push.

Both men worked on Jimmy Carter’s 1980 re-election campaign, traveling to 12 cities to boost Democratic voter turnout.

After Carter was defeated, Jackson asked Felder to work with him on various corporate campaigns targeting major companies for their hiring practices and business practices related to Black Americans.

“We threatened Coca-Cola. We’re gonna stop drinking Cokes if you don’t hire some more blacks at the senior level,” Felder said. The campaign resulted in Carl Ware’s promotion at Coca-Cola and the addition of a Black board member.

Jackson and Felder also successfully targeted Pepsi-Cola, McDonald’s and Burger King, among others.

Felder remembers Jackson as “fearless and tireless,” and despite Felder being two years older, Jackson was always “the boss.”

“He feared no one or nothing. And he instilled that in the rest of us,” Felder said.

Jackson was also a lover of Cracker Barrel, where he would tip the servers $100.

“Word got out through the Cracker Barrel Corporation. So, every time we went to a corporate, they knew he was coming. And everybody ran up front to get $100,” Felder said.

Jackson’s presidential campaigns in 1984 and 1988 laid the groundwork for future Black political leaders, including former President Barack Obama.

South Carolina saw a 76% voter turnout during Obama’s campaign, which Felder largely attributes to Jackson’s previous work.

“He opened the doors for Barack Obama. Because as a result of his efforts getting people to register all over the country, when Barack ran, the votes were there,” he said.

Even though Jackson was considered controversial by some, he earned respect from several political leaders, including former President Joe Biden, South Carolina Gov. Henry McMaster and South Carolina Sen. Tim Scott, who issued condolence statements on Tuesday.

Jackson attributed the respect he gained from both Democratic and Republican leaders to three key principles, according to Felder.

“You’ve got to read, and you’ve got to write, and you’ve got to speak. That makes you confident,” he said about Jackson.

Felder said that he hopes that Jackson’s death inspires an increase in political participation, similar to what happened after the deaths of King and Rev. Clementa Pickney, who died in the mass shooting at Mother Emmanuel AME Church in 2015.

“Folks who had not participated before will now come aboard,” he said. “Unfortunately, we have to have a situation like that to get attention sometimes.”

Felder said that Jackson’s funeral will be held in Chicago, but is unsure of the exact date. He said he expects that the Rev. Al Sharpton or the Rev. Otis Moss will be considered to deliver the eulogy.

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