PFLAG, Inc.: Growing Guardian Monthly Donors

PFLAG ​is the nation's largest organization dedicated to supporting, educating, and advocating for LGBTQ+ people and those who love them. With a grant from Progressive Multiplier, PFLAG aims to double their monthly donors to support their national advocacy program, which is instrumental in fighting rising anti-LGBTQ+ legislation. 

The project, entitled “Sustaining Monthly Donors to Safeguard LGBTQ+ Equality,” will double the number of PFLAG monthly donors, called Guardians. To accomplish this goal, PFLAG will implement a variety of tactics, including using marketing best practices to promote their monthly giving program, automating Guardian management, and cultivating current Guardians. 

PFLAG will test different channels to increase their donor base —  exploring mail, email, and social media. By increasing the number of monthly donors and encouraging current Guardians to give at a higher level, the organization hopes to grow a sustainable and reliable stream of revenue to fight back against discriminatory legislation that impacts LGBTQ+ people, their parents, families, friends, and allies.

Through this project, PFLAG aims to double their monthly donors to 700 by the end of 2024, achieve an average open rate on their emails, and acquire 100 monthly donors that give $100 a month. 

Founded in 1973 by a mother and her gay son, PFLAG was born from the unified front of a family leading with love. Today, PFLAG’s network of hundreds of chapters and more than 325,000 members and supporters are helping create an equitable and inclusive world where every LGBTQ+ person is safe, celebrated, empowered, and loved.