Jim Jones started out as a civil rights crusader in Indianapolis. As a young preacher in the mid-50s, he used members of his congregation to integrate lunch counters and all-white churches in rich neighborhoods; they'd just march in and sit down at the pews and see what happened. Often they were received with racist insults, and once with a bomb threat. But the fact that you had this charismatic, white man, aggressively promoting racial equality, was a huge draw for African Americans, many of whom felt the Civil Rights Movement had stalled by the late 60s.
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