A recent report has shed light on a critical challenge facing LGBTQIA+ organisations across Australia: a severe lack of marketing and branding capabilities. The “Pointing to Progress” report, released by Pride by Side, reveals that over 60% of these organisations lack the skills needed to create effective communication strategies, hampering their growth and community impact.

Lee Crockford, a spokesperson for Pride by Side, said: “Our community organisations are full of heart and passion, delivering critical services every day. However, the data shows they are being held back by limited capacity to promote their work effectively.”

The report’s timing is crucial, coming just days before GiveOUT Day on October 17, Australia’s national day of giving to support LGBTQIA+ organisations. These groups currently receive only 5 cents of every $100 donated to charity, highlighting a significant funding disparity.

GiveOUT CEO Em Scott underscored the importance of the upcoming event: “GiveOUT Day is a powerful opportunity to mobilise support for our LGBTQIA+ community. It’s not just about filling funding gaps, it’s about ensuring these organisations have the resources to thrive, build stronger connections, and expand their reach to underserved communities.”

The marketing crisis isn’t just about visibility; it’s about the ability of these organisations to connect with underrepresented groups, maintain vital services, and forge partnerships that drive lasting change. Without effective communication strategies, many groups struggle to tell their stories and demonstrate their impact, potentially jeopardising their long-term sustainability.

In response to these findings, Think Proud, the LGBTQIA+ advocacy arm of Think HQ, is calling on Australians to support the more than 100 organisations working to uplift LGBTQIA+ communities. Thanks to philanthropic support, all donations made on GiveOUT Day will be doubled, maximising the impact of each contribution.