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Equality Florida: Optimizing Online Donation Forms

Equality Florida is the largest civil rights organization dedicated to securing full equality for the state’s lesbian, gay, bisexual, transgender, and queer (LGBTQ) community. They needed to move to a more sustainable fundraising model to accelerate their efforts to secure protections for this population and pass local policies. 

Fueled by a grant and strategic support from Progressive Multiplier, they redesigned their online donation form for maximum impact. The existing form fell short: It didn’t represent the Equality Florida brand and did little to tell the organization's story. The new donation form more effectively communicates the mission by adding vibrant colors, brand imagery, and easy-to-use navigation. 

Equality Florida also expanded the ways donors could give to the organization. In the past, the donation form centered around one-time donations; now, it allows donors to give monthly and invest more heavily in the organization's future. 

When Equality Florida swiftly drew public attention to the “Don’t Say Gay” and “Stop WOKE Act” bills, they deployed their improved donation form — and achieved great results. 

Their homepage donation form conversion rate went up by 54%, and conversions on the form from digital ads doubled. There is an expected year-over-year increase in revenue of $344,852 from the initial test grant from Progressive Multiplier.

Through education, grassroots organizing, coalition building, and lobbying, Equality Florida is changing Florida so that no one suffers harassment or discrimination based on their sexual orientation or gender identity, or expression.​