PFLAG Inc. - Sustaining Monthly Donors to Safeguard LGBTQ+ Equality

PFLAG National, the nation's first and largest organization for LGBTQ+ people, their parents, families, and allies, developed a strategic monthly donor program to generate independent revenue while advancing their mission of supporting, educating, and advocating for LGBTQ+ equality. With the rise of anti-LGBTQ+ legislation sweeping the country and the need to respond on nearly a daily basis, PFLAG recognized the importance of developing sustainable and reliable revenue streams. Independent revenue provides the flexibility needed to quickly pivot and respond when urgent advocacy work is needed, particularly in the current political climate where LGBTQ+ rights are increasingly under threat.

Overview

With a grant from Progressive Multiplier, PFLAG aimed to grow their monthly sustainers program, called Guardians, from 348 to 700 members through digital ad lead generation, direct mail, and a renewed email program. By designing a focused approach that included direct mail campaigns, email appeals, and targeted messaging, PFLAG built a foundation for financial independence while strengthening their advocacy capacity. The project sought to move from passive monthly donor recruitment to active solicitation strategies.

Key Strategies & Tactics

• Direct Mail Program: Creating a dedicated appeal focused specifically on monthly giving, connecting Guardian support to state advocacy work
• Email Strategy: Developing targeted campaigns for different donor segments, including current donors and non-donor email subscribers during end-of-year, Pride Month, and giving days
• Digital Advertising: Planning LinkedIn and Facebook ad campaigns to grow their email list with potential supporters
• Premium Testing: Evaluating whether offering incentives like tote bags or stickers would increase monthly donor conversion rates

Lessons Learned

• Invest in Dedicated Capacity: Revenue generation requires focused staff time and cannot be effectively managed as a side project. Strategic planning takes significant time, especially when teams are already short-staffed.
• Be Realistic About Goals: While ambition is important, plans should account for potential staffing changes and capacity limitations. Creating backup strategies for when capacity becomes a concern is essential.
• Integrate Monthly Asks: Including at least one direct monthly giving ask in every digital campaign can increase results without requiring entirely new campaigns.
• Leverage Direct Mail: Traditional channels can still be highly effective for monthly donor acquisition. Direct mail converted 80% of PFLAG's new Guardian members during the project period.
• Connect Giving to Mission: Tying monthly donations directly to advocacy work creates a compelling case for support. With opportunities to take action happening every month, sustained donations allow rapid response to emerging opportunities.
• Invest in Data Systems: Clean data and standardized processes are essential for effective donor tracking and reporting.

By The Numbers

The Multiplier Effect

Impact

Through this initiative, PFLAG developed a more strategic approach to monthly donor recruitment that will continue to benefit the organization beyond the grant period. The shift from passive options on reply cards to active solicitation strategies with clear messaging about impact represents an important evolution in their fundraising approach. The unrestricted revenue generated through the Guardian program provides PFLAG with the flexibility to respond rapidly to legislative threats facing the LGBTQ+ community.

While the project faced implementation challenges due to staffing changes and capacity limitations, these challenges yielded valuable insights about organizational needs. The recognition that fundraising deserves dedicated resources and strategic planning reflects a broader understanding that independent revenue generation is not separate from mission work but an essential component of creating sustainable advocacy organizations. As PFLAG's Development Director Maggie Ardiente, noted, "Rarely are there grants specifically available to support fundraising, and it's an important investment; I believe just as important as programmatic grants."

The grant allowed PFLAG to try new approaches, particularly their dedicated direct mail piece for monthly giving, which proved to be their most successful channel for acquiring new Guardians. This learning will inform their future fundraising strategy as they continue to grow the program. Moving forward, PFLAG understands what they need to do to better increase their monthly donors, positioning them to provide sustained support for LGBTQ+ people and families facing increasingly hostile legislative environments across the country.