Marketing tips to help your business celebrate Pride Month

In June of each year, we celebrate Pride Month—a time to uplift and recognize the history, triumphs, and contributions of the LGBTQIA+ community. For many small businesses, Pride Month marketing can be a useful way to show your community that you care.

But as a small business owner, celebrating Pride Month is about more than rainbows and Pride flags. It’s about demonstrating your support through business initiatives and renewing your commitment to serving the LGBTQIA+ members of your neighborhood.

From donations to diversity pledges, let’s go over a few ways to navigate successful Pride marketing as a small business owner, so you can learn how to support LGBTQIA+ businesses during Pride Month.

#1 Set and share diversity initiatives

LGBTQIA+ diversity initiatives involve any effort to hire, support, and equally treat members of all sexualities and gender identities—and they’re vital to achieving equality within the workforce. In a 2021 survey of LGBTQIA+ workers, almost half reported facing employee bias, while 9% claimed their sexual identity led to unfair job termination.

Before celebrating Pride, make sure your company has its own LGBTQIA+ diversity standards. You can further your company’s progress by setting concrete diversity goals and protections for employees.

Common initiatives to start with include:

Providing gender-neutral bathrooms
Making gender-neutral healthcare available for employees (inclusive language, affirmative healthcare, etc.)
Offering parental leave for all partnerships
Implementing non-discriminatory hiring standards
Utilizing safe and protected processes for employee complaints or issues
Hiring full-time Human Resources and Diversity & Inclusion staff members

Most importantly, share your company’s LGBTQIA+ diversity initiatives through your business’s online platforms, such as a Nextdoor Business Page. About 71% of consumers say that company values help determine their shopping habits. Post your initiatives online describing your inclusive practices to help customers and future hires recognize your aligned values.

#2 Post with Pride on social media

During Pride Month, you can use your business’s online platforms to highlight your LGBTQIA+ support and amplify messages celebrating diversity in your neighborhood. Besides announcing your own events and initiatives, consider these social media campaigns:

Highlight LGBTQIA+ icons – No matter your business, LGBTQIA+ people have likely made an impact on its industry. Celebrate Pride history by posting about LGBTQIA+ icons related to your services, products, or even location.
Host a social media takeover – Want to uplift LGBTQIA+ advocates and initiatives in your community? Share your platform with a local activist or Pride organizer for a day or even a week. If your business already has a following online, your reach can help to amplify important messages and spread awareness for initiatives outside your own sphere.
Ask for input – Invite your followers to share feedback about how you can be a better supporter of your local LGBTQIA+ community year-round. Listening to their needs and providing a space to share input can show you’re willing to make changes if needed—and you might come away with valuable insights about how your business can grow.

Adding searchable tags to your social media posts can help your posts reach the right audience. On certain platforms, hashtags can even double your engagement rates. Besides hashtags related to your neighborhood, business, and industry, try common Pride Month hashtags like #pridemonth, #pride, #LGBTQIA+, and #loveislove.

#3 Participate in community events and parades—or plan your own

Across many cities, Pride Month inspires a celebratory spirit—and that includes many community events and festivities. Joining the party can be an excellent way to embrace the spirit of Pride and put your Pride Month marketing plan into action.

For inspiration, consider the efforts of Athentic Brewing Company, a small business based in Athens, Georgia. In 2021, the business planned a series of Pride events, including Queer Bingo and Queer Trivia. They also sold Athentic Pride shirts and donated part of the proceeds to a local LGBTQIA+ nonprofit.

“Much of our staff identifies with the LGTBQ community and, as a community partner, we pride ourselves on creating safe spaces for all community members,” said Kimberley Wise, the business’s marketing and events coordinator.

From laidback affairs to jubilant festivals, put the pride in Pride Month with these community event ideas:

Sponsor a parade float – Many cities host Pride parades as a way to celebrate together with their community members. In most cities, a local LGBTQIA+ organization facilitates the program and gathers sponsors for its Pride parade. Your business can hop on board by sponsoring a float or spot in the lineup. Onlookers will notice your business’s support for community inclusivity.
Book speakers – If your business caters to smaller audiences or professional crowds, an informed speaker can shed light on the importance of Pride Month. Amplify diverse worldviews by booking an LGBTQIA+ speaker in relation to your business topic for your next gathering. Feel free to invite community members to join the discussion.
Host artistic events – The arts can offer a rich and creative outlet for diverse voices. Uphold these contributions by screening and sharing LGBTQIA+ creativity at your business. Work with local venues to host a movie night, art show, or book signing for local LGBTQIA+ creatives.
Hold a run/walk – Aside from being an enjoyable event for community members, a Pride Month run or walk can double as a fundraiser. Locate a nearby trail or park and invite all to participate. For entrants, design a Pride-themed shirt with your business’s name and slogan for purchase. Ensure that all proceeds go straight to an LGBTQIA+ organization—or allow participants to donate to their organization of choice.
Volunteer – From June 1st to 30th, Pride Month is jam-packed with events. Instead of throwing another hat in the ring, you can also offer to help out. Recruit volunteers from your business team to assist a local event with cleaning, set-up, advertising, and more.

Want to help recruit more Pride event supporters in your community? Post about your event using your Nextdoor Business Page to spread the word fast. Community members can easily sign up, share, and learn more about your event with just one Business Post.

#4 Partner with local LGBTQIA+ organizations

As a business owner, you might already know that connections can be vital to your success. Making connections with LGBTQIA+ organizations in your area can help you ensure your Pride marketing stays genuine and purposeful.

Giving neighborly business-to-business support can help you extend your Pride Month efforts, revitalize your community relationships, and even develop new allies.

With the partnering organization’s permission, collaborate for Pride Month in these fun ways:

Offer discounts – Have a specific LGBTQIA+ business or organization in mind? Support their work by offering discounts for customers who present a receipt from those places. Or, organize a “punch card” program where customers can receive discounts from participating in that organization’s Pride events and frequenting LGBTQIA+-owned businesses.
Collaborate on events – Plan a pop-up or a single-day event with a nearby LGBTQIA+ business that highlights both of your services. Locals will love participating in these community-bonding experiences.
Give recommendations – Either in-store or on your official business social media pages, take time to highlight LGBTQIA+-owned businesses in your area. Just make sure to ask permission from business owners before sharing, and don’t forget to include addresses, links, or tags to help customers find them.

#5 Pledge funds to LGBTQIA+ organizations

No matter what shape your Pride Month marketing takes, it’s crucial to find ways for your small business to engage that also have a traceable and positive impact. Donating to an LGBTQIA+ organization (especially a local chapter) is an excellent way to make an immediate difference in your community.

Terron Chandel Richardson shared how his New York-based luxury scented candle business, Chandel Atelier, planned to celebrate Pride with donations:

“This year we will run a Pride special on products sold. We will be donating 50% of our sales to the Callen Lorde organization in NYC, along with sending out information to our customers on how they can help the LGBTQ+ community by being allies, and educational information on the meaning of Pride!”

No LGBTQIA+ organizations in your area? Look for a national organization that provides support at the community level. Here are a few organizations to consider as you start your search:

American Civil Liberties Union (ACLU) – From voting to labor laws, the ACLU ensures that people of all identities maintain the rights they legally deserve. Their employees work in the judicial and legislative branches to protect LGBTQIA+ folks from discrimination.
Out & Equal – Out & Equal helps companies create a welcoming and safe environment for all LGBTQIA+ employees. Their specialists in human resources, diversity and inclusion, and workers’ rights offer training to company leaders.
Gay & Lesbian Alliance Against Defamation (GLAAD) – Since the 1980s, this organization has pushed for fair representation of LGBTQIA+ people in media. From the news to streamed TV, GLAAD works to normalize all identities across the industry.
LAMBDA Literary – This writing organization believes all stories deserve to be told. Lift LGBTQIA+ literary voices by supporting LAMBDA’s writing and reading workshops, book supply drives, and writer scholarships.
GLSEN – A national non-profit, GLSEN aims to end LGBTQIA+ discrimination within schools. They offer teacher curriculums, diversity workshops, and student support measures.
The Trevor Project – The Trevor Project offers crisis intervention hotlines to LGBTQIA+ youth. People can text, call, or chat with trained messengers on this 24-hour service.

Want to make donations a little more engaging? Announce that you’ll donate a percentage of total profits or profits from specific items to your chosen LGBTQIA+ organization. That way, customers can feel active in your community service.

By sharing your contribution efforts, you can also encourage customers to contribute financially. You can increase your impact by offering to match customers’ donations or starting a fundraising challenge.

Share Pride in your community with Nextdoor

With this Pride marketing campaign guide, you can get to celebrating National Pride Month and show your genuine support for the LGBTQIA+ customers in your community with a thoughtful Pride campaign.

Of course, showing your care starts with connection—and this Pride Month, there’s no better way to connect than with a Nextdoor Business Page.

Nextdoor brings local customers and businesses together under one inclusive site. Set up a Business Page for neighbors to follow your business and share announcements and deals when they’re most relevant.

With Nextdoor, you can take Pride in your shared community.

Sources:

Williams Institute of Law - UCLA. LGBT People's Experiences of Workplace Discrimination and Harassment. https://williamsinstitute.law.ucla.edu/publications/lgbt-workplace-discrimination/

Forbes. How To Effectively Use Hashtags To Grow Your Business Following. https://www.forbes.com/sites/forbescommunicationscouncil/2017/12/28/how-to-effectively-use-hashtags-to-grow-your-business-following/?sh=71a525f84615

Forbes. Your Customers Want To Know The Progress You've Made In Diversity, Inclusion And Belonging. https://www.forbes.com/sites/soniathompson/2021/05/30/your-customers-want-to-know-the-progress-youve-made-in-diversity-inclusion-and-belonging/?sh=1ed3b7a13abc

Optimum Business. Pride Month: Small Business Spotlight. https://www.optimum.com/business/blog/pride-month-small-business-spotlight

The Red & Black. LGBTQ owned and allied businesses to support during Pride Month. https://www.redandblack.com/culture/lgbtq-owned-and-allied-businesses-to-support-during-pride-month/article_8c9f60ec-d221-11eb-a607-8fef902a4f90.html

A guide to successful Pride Month marketing