Pointing to Progress report highlights need for more support for LGBTQIA+ organisations

Last week, Pride By Side released a groundbreaking report, Pointing to Progress, which revealed a significant capability gap within Australia’s LGBTQIA+ organisations. The data highlights that marketing and branding pose the greatest challenge for many, limiting their ability to expand their reach, connect more deeply with communities, forge strategic partnerships, and boost visibility. Strong branding and communications aren’t just “nice-to-have”—they’re the backbone of growth and community impact.

The report makes one thing clear: despite the tireless work being done by LGBTQIA+ organisations across the country, many are struggling to get the recognition they deserve due to a lack of expertise and resources in marketing. The numbers speak for themselves—over 60% of these organisations are missing the skills needed to create effective communication strategies. This lack of visibility hampers their ability to grow, connect with underrepresented groups, and maintain vital services.

Marketing and branding aren’t just about getting a name out there—they’re about amplifying the stories and voices that matter, creating deeper community engagement, and forging partnerships that drive lasting change. As Pride By Side spokesperson Lee Crockford put it: “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. If we want these organisations to continue thriving, we must invest in their ability to communicate their impact, tell their stories, and reach broader audiences.”

So, where do we come in? The timing of this report couldn’t be better, as GiveOUT Day is just around the corner. GiveOUT Day is Australia’s only national day of giving to support LGBTQIA+ organisations—organisations are critically underfunded, receiving just 5 cents of every $100 donated to charity. That’s an injustice that needs to be rectified, and it starts with all of us stepping up—whether you’re an individual, a corporation, or a philanthropic group. We need to close this funding gap so our LGBTQIA+ organisations can continue providing essential services.

As Em Scott, CEO of GiveOUT, explains, “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.”

On October 17, Think Proud, the LGBTQIA+ advocacy arm of Think HQ, urges every Australian to rally behind the more than 100 organisations that work tirelessly to uplift and support our LGBTQIA+ communities.

Chair of Think Proud, Blake Mason, added, “Professionals in the agency world have a crucial role to play in supporting LGBTQIA+ organisations by leveraging their expertise in marketing, branding, and communications to address the skills gap. By helping these organisations tell their stories more effectively, reach underrepresented communities, and build long-term partnerships, agencies can make a real difference. At Think HQ, we’re honoured to be the agency partner for GiveOUT Day this year.”

Whether you’re making a donation as an individual or representing an organisation, know that every dollar counts—and thanks to generous philanthropic support, your donations will be doubled, amplifying your impact.

Get involved this GiveOUT Day and help strengthen the future of LGBTQIA+ advocacy and services across Australia. Find out more at giveoutday.org.au.