Intro
In July, I attended a webinar hosted by Consider discussing their research and report on ‘How do LGBTQ+ people really feel about giving to charity’. It was great to learn about their findings.
The LGBTQ+ community has a long history of giving back to the causes that matter to them. LGBTQ+ people are passionate about changing the world for the better, from supporting organisations that fight for equality, to giving resources to those in need.
But how do LGBTQ+ people really feel about giving to charities? What are their motivations for giving? And what are the challenges they face when it comes to donating their time and money?
In this article, I will explore these questions and more, and will share some of the latest research on this topic.
I will also provide some tips for charities that want to better understand and serve the LGBTQ+ community.
Why do LGBTQ+ people give to charity?
The reasons LGBTQ+ people donate to charities are varied. Some donors do so in order to help organisations that are attempting to improve the status and quality of life for LGBTQ+ people. Others donate because they personally have experienced discrimination, illness, or violence and wish to support those who are going through similar experiences.
Consider’s report has shown that LGBTQ+ people research the ethics of charities before donating, especially among those who felt more connected to their LGBTQ+ identity. This is a direct result of wanting to make sure their money is going to the ‘right’ places and not a charity that could later turn on their community.
Challenges
Charities that want to reach the LGBTQ+ community face a variety of obstacles.
Lack of understanding
One issue is that a lot of charities don't fully comprehend the needs of the LGBTQ+ community. Finding charities that are a good fit for LGBTQ+ people may be challenging as a result.
The success stories in non-profit organisations are when diversity is ingrained throughout all teams. It should be a goal to identify LGBTQ+ people who are involved with charities and see if they can share their needs and experiences with the other teams.
Dealing with backlash
The first step towards transformation is education, but both individuals and organisations must travel this road. You will encounter opposition along the way, but if you are committed to inclusion, you must persevere and be ready for it. Why shouldn't LGBTQ+ individuals be represented when they are present in all areas of your life—in your families, communities, and workplaces?
It is quite easy to become trapped in the minority backlash, yet it is only a minority. The census figures, Consider's study and Stonewalls reports demonstrate how drastically different reality is. The world has changed and Gen Z has made its voice very loud and clear about its commitment to social justice.
An example is the RNLI, who in 2021 raised £200,000 in 24 hours after Nigel Farage referred to them as a "taxi service for illegal immigrants." This demonstrates that those who criticise others are not typically the ones who support charitable causes.
Crowdfunding and direct-to-beneficiary giving
There is now an ongoing pattern of giving directly to the beneficiaries, whether through crowdsourced fundraising sites like GoFundMe, or social media campaigns for smaller charities. Support from the LGBTQ+ community is not restricted to the fundraising pages of only LGBTQ+ people.
Crowdfunding or direct to beneficiary giving makes people feel as if they are skipping out the middleman and giving to a direct cause.
What can charities do?
There are a few things charities can do to better assist the LGBTQ+ community. Firstly, ensure there is a thorough understanding of the community. Secondly, include everyone in outreach and marketing initiatives. Thirdly, make sure LGBTQ+ people feel comfortable and welcome in your organisation.
By following these tips, charities can be seen as valuable resources for the LGBTQ+ community.
Be genuine
The LGBTQ+ community can see through rainbow-washing and are very aware of the ‘cash grab’ of corporations during Pride. Only engaging your LGBTQ+ audience during Pride month may do more harm than good, and may lead to less funding from the community, as potential donors could be put off by the disingenuity of these campaigns.
Collect data
Without data collection, you cannot gain insight. What obstacles exist? If you don't know, you won't have the case studies and won't be able to adjust. The phrase "We know what works for our audience" is frequently used in the nonprofit sector, leaving out a potentially sizable audience that could be reached for fundraising. Inclusivity needs to be ingrained at the core of your organisation.
Conclusion
Consider’s report's findings show that the LGBTQ+ community is a significant and expanding group of people who donate to charities. Charities' fundraising efforts are likely to benefit when they can successfully connect with and engage LGBTQ+ donors.
I urge readers to go through the full report, which you can access here.
References and helpful links:
(How do LGBT+ people really feel about giving to charities | Consider, n.d) -
(RNLI sees rise in donations amid petition to remove its charitable status | Civil Society, n.d.) -
(What does the LGBTQ+ community really think of charities? | nfpResearch, n.d.) -
(LGBT in Britain - Trans Report | Stonewall, n.d.) -
Stonewall research - https://www.stonewall.org.uk/get-involved/stonewall-research