Advocates for Trans Equality - Creating an Effective Monthly Donor Program

Founded to address discrimination faced by transgender and non-binary people, Advocates for Trans Equality (formerly Transgender Legal Defense and Education Fund) has grown into a leading advocacy organization providing legal representation and public education to support transgender rights across the United States. A4TE works to end discrimination through impact litigation, education, and public policy efforts, with signature programs including the Name Change Project and Trans Health Project.

Overview

With support from Progressive Multiplier, A4TE developed a comprehensive monthly giving program through renewed email campaigns and an innovative peer-to-peer fundraising initiative. By designing a multi-channel approach that included targeted email messaging, community guides, and digital fundraising events, A4TE built a foundation for financial independence while strengthening their community connections. The project enhanced their approach to grassroots fundraising and created pathways for deeper supporter engagement.

Key Strategies & Tactics

• Email Segmentation: Testing state-specific updates and thematic messaging to convert lapsed donors, annual fund donors, and email subscribers into monthly supporters
• Community Resources: Creating sustainers and storytelling guides to improve systems, ensure data hygiene, and enhance internal and external communications
• Peer-to-Peer Program: Developing a formal p2p fundraising structure with external guides to help supporters run their own campaigns and expand A4TE's reach
• Digital Events: Hosting Twitch streaming campaigns and virtual events to engage new audiences and convert them to one-time and recurring donors

Lessons Learned

By The Numbers

The Multiplier Effect

Impact

A4TE strengthened their financial sustainability during a critical period for transgender rights. As anti-transgender legislation proliferated across the country, the organization built resilience through grassroots funding that reduced dependency on institutional donors. Their peer-to-peer program empowered supporters to become advocates not just for transgender rights but for the financial sustainability of the movement itself.

The project coincided with Transgender Legal Defense and Education Fund's merger with the National Center for Transgender Equality (NCTE), creating opportunities to integrate fundraising best practices across the combined organization. This timing allowed the newly merged entity to build on successful tactics like Twitch fundraising and community-driven events while developing a more robust recurring donor program. For many donors, the sustainer program provides a meaningful way to support ongoing legal advocacy; impact litigation is essential with more than 500 anti-trans bills introduced this year. 

By building sustainable independent revenue, A4TE has positioned itself to respond quickly to emerging threats while maintaining core programs like the Name Change Project, which provides free legal name change services to transgender people. This financial resilience directly translates to community resilience, ensuring that vital legal resources remain available to transgender people regardless of shifting political winds