OBJECTIVE

Pride Month offers a moment of heightened visibility, but most campaigns go quiet by July. At The Trevor Project, we knew we had an opportunity to deepen our impact by shifting allyship from symbolic to sustained.

Our challenge: How do we move supporters beyond superficial support of the LGBTQ+ community to long-term engagement? We needed a message that would resonate across audiences—individuals, influencers, and brands—and encourage concrete action year-round.

Results

$11M+ raised · 25K donors · 17.8M impressions · 25 corporate partners

CLIENT
The Trevor Project

CAMPAIGN
Pride Campaign

MY ROLE
Lead Marketing Strategist

As the lead marketing strategist, I was responsible for audience segmentation, developing strategic messaging frameworks, overseeing innovative marketing activations, managing cross-functional and corporate partnerships, and driving the execution of comprehensive multi-channel campaigns.

Audience Research & InsightS

We conducted qualitative and quantitative research across our donor file, partner organizations, and community members. Key insights included:

  • Supporters felt unsure how to extend their allyship past June. Many wanted to do more but lacked clear next steps.

  • Donors were motivated by community wins. Stories of progress were more galvanizing than stories of crisis.

  • Corporate partners sought authentic ways to engage. They were eager to amplify Trevor’s mission but needed turnkey, values-aligned activations.

These findings shaped a key strategic insight: affirming actions don’t have to be grand—they just have to be ongoing.

Strategy

I developed the campaign platform “Pride in Action” to reposition Pride as a starting point, not a finish line. We focused on three strategic pillars:

Normalize Year-Round Engagement

Use Pride Month as a launchpad, not a finishing point.

Offer Clear On-Ramps for All Audiences

Translate allyship into action—donate, volunteer, advocate, amplify.

Build a Content and Partnership Engine

Equip teams with a cohesive message across paid, earned, and owned media.

This campaign was built to scale, from solo donors to national brands, each with clear calls to action.

Execution

  • Messaging Framework: Developed narrative arcs centered on empowerment, not shame. Each message reminds folks that we need visible allies and campaigns ofr the LGBTQ+ young people.

  • Email & Organic Content: Delivered toolkits, stories of affirmation, and monthly engagement prompts beyond June.

  • Corporate Partner Enablement: Designed co-branded visuals, messaging packs, and match campaigns.

  • Influencer Engagement: Paired creators with campaign messaging, featuring Pride pledges, donation asks, and community stories.

  • Paid Media Strategy: Invested $350K+ across channels—CTV, paid social, paid search, and programmatic—linking upper-funnel awareness to match campaigns and retargeting flows.

  • Peer-to-Peer Activation: Launched a Tiltify campaign with streamers, providing digital fundraising tools and templates.

Campaign Activations

Native Partnership

Collaborated with Native to gather community stories, sending a clear message that LGBTQ+ young people belong. By engaging corporate talent to share meaningful messages, we created a win-win for both the brand and the youth we serve.

Adocacy Blog

A timely blog post recognized meaningful year-round advocacy wins—such as 260+ affirming bills and increased funding for Trevor’s services. Our aim was to celebrate tangible progress and inspire further action to ensure a safe, inclusive world for LGBTQ+ youth.

Read The Blog

Earned Media

Offering match partnerships, employee giving, and cause marketing initiatives demonstrates that corporate allyship doesn’t stop after Pride Month.

Press Release: Macy’s, Inc. Honors National LGBTQ+ Pride Month

Press Release: Peace Out, Pride in Action: Celebrating Love, Acceptance, and Inclusivity with Peace Out

Press Release: Lulus Teams Up with The Trevor Project to Support Their Mission of Ending Suicide Among LGBTQ+ Young People  

Company Website: Swarovski

Social Video: Kate Space New York

Social Engagement

By dedicating $350K+ across Programmatic, Connected TV, Paid Search, and Paid Social, we merged top-of-funnel awareness (brand ads and events) with direct-response messaging (match campaigns and high-intent keywords). This broadened our reach to new audiences and primed them for Pride Month’s donation windows, ultimately converting more supporters into long-term advocates.

Peer to Peer Fundraising

Easy-to-use toolkits and training materials empowered individuals to host their own Pride in Action events. Through streaming and peer-to-peer campaigns, we raised $145,510—surpassing our $100K goal.

Tiltify: Pride in Action

Results

$11M+ RAISED
from 25K donors

Helping provide the resources needed for ongoing, 24/7 support for young people in crisis.

2.1M total social audience with 17.8M impressions

Highlighting the Pride in Action message and encouraging people to stay involved long after June.

25 corporate partnering to amplify our mission

Through product collaborations, promotional campaigns, and matching funds, they amplified our call for year-round allyship.

Why It Worked

  • We redefined Pride not as a moment but a movement.

  • We met audiences with clarity, flexibility, and authenticity.

  • We designed a campaign that could scale for an individual to a global brand.

Repositioned brand with clear mission, driving unified annual giving strategy.