Innovation. Integration. Immediacy = Online Success for HRC
That done, however, HRC also has to understand what effect — if any — bringing more “straight allies” into the mix will have on the organization’s perception and reception among its core audience. So far, so good, Crowley says.
Which then brings us to inherent challenge No. 2, which is illustrated perfectly by the Matthew Shepard Act. Despite an apparent victory, the legislation remains stalled — something that easily can frustrate donors and other supporters.
“Passing a law is like making sausages — no one really understands what goes into it, and they don’t really want to see. They just want to enjoy the end result,” Crowley says.
HRC’s answer to all of these challenges, it seems, has been a mix of relentless education, creativity and dogged determination to keep donors engaged.
“We’ve gotten through all of these things before,” Crowley says. “We always stay steady. Maybe we change things here and there, but we stay true to our goal of getting our message out, getting people engaged and working at raising the much-needed funds to accomplish our mission.”
Adds Grams: “It’s personal for us; it’s personal for people who give to this organization. When you have to live your life every day in fear of coming out, in fear of perhaps losing a job or an apartment, in fear of being beaten up at school …
“Our equal sign [logo] really embodies what this organization is about,” he concludes. “And that has enabled us to build a really strong and solid program.” FS