PFLAG: Making Every Dollar Count

By Steve Charing



Charitable and other nonprofit organizations are as likely to feel the pinch from a down economy as most businesses. They also depend on a revenue stream for survival. When revenue targets substantially fall short, they may be compelled to cut staff, cut back in advertising, cut programs and spend less on areas that support their mission.

One such nonprofit organization - the Columbia-Howard County chapter of PFLAG - Parents, Families and Friends of Lesbians and Gays - is battling the effects of the recession. Its income is derived from only two sources: member donations and volunteer contributions. All members of the chapter are volunteers; that is, there are no paid staff members to cut, but spending wisely is a must in this economic environment.



Getting the Message Out Is Critical

In addition to its support role for family members who may have a child that is either gay, lesbian, bisexual and transgender (GLBT), another component of the chapter's mission is to educate the public regarding the issues surrounding the GLBT community. To accomplish that, the chapter must get the word out and do it on the cheap.

"Our chapter has existed for 17 years in Howard County, and there are still so many people who do not know what PFLAG is or how we contribute to the community," noted Colette Roberts, the chapter's co-founder and chairperson.

Many more GLBT children are coming out at an earlier age than in previous generations. And despite a more welcoming environment by society in general and in Howard County in particular, there is a significant number of parents and family members who need support and understanding that the parents within the chapter can provide. But they may not know where to turn.

PFLAG - Howard County has for years participated in numerous community fairs and events. The county's annual 50+EXPO, neighborhood fairs, parades, festivals and diversity events provide an opportunity for the chapter to distribute literature and answer questions. Invariably more than a few people stop by the chapter's booth or table at these venues to mention that they know someone who is gay or lesbian and are seeking information.

"The more we educate the public regarding the existence of PFLAG, the more likely we can help keep families together," explained Roberts.

The chapter also offers a speakers bureau whereby a parent of a GLBT child and/or a member of the GLBT community are willing to speak before a group to help dispel the myths and stereotypes that continue to exist about gays and lesbians.

Personal stories always seem to be the most effective means to mitigate some of the lingering prejudice. At these gatherings, parents of GLBT children discuss their personal journey from when they first found out about their child's sexual orientation to being in the position to help others. It's often moving.



Creative Marketing Is a Key Strategy

"It doesn't matter whether times are bountiful or tough. You can't just put up a web site and expect to get your message out," said Rob Lance, the chapter's co-treasurer. "You need to find other ways to contact your supporters that demand their attention and capture their interest. I believe that we've been very creative in that department."

One of the highlights in the chapter's history was the launching of a well-received ad campaign in late 2008 to foster heightened visibility. Members of the steering committee arranged with the Corridor Transportation Corporation to have ads mounted on the rear panels of Howard Transit buses.

The "Someone you Love is Gay" campaign was aimed at county citizens to point out that there is a likelihood that a family member, friend, neighbor or co-worker they know is GLBT. The chapter's web site, www.pflagmd.org, was included on the ad.

Besides the bus ads, the chapter bought time on Comcast's Bravo channel for a month, which featured a 30-second video offering the same message. This was reinforced by the production of T-shirts and bumper stickers - all accomplished at a relatively low cost. The colorful ad design and commercial were produced in-house by members of the chapter, thus saving needed resources.

"Through this ad campaign, we wanted to ensure that anyone who is a parent or family member of a GLBT child understands that PFLAG, with its Parents' Forum, is a place where support is offered by other parents," said Roberts. "And our Rainbow Youth Alliance provides a safe space for GLBT youth and their allies to meet and discuss issues that are important to them under adult supervision."

Articles are also written for Baltimore OUTloud - an independent newspaper serving the GLBT community - to increase awareness of the chapter and to emphasize that all members of the GLBT community are welcome to enjoy the monthly programs and meet new friends.

To reach out further, the chapter makes use of low-cost or free technology. It leases Constant Contact software for its e-mail messaging. There is also a "Join Our E-Mail List" button on the web site. And the chapter maintains a presence on Facebook and MySpace.



Fighting Through the Recession

So far, the recession hasn't taken its toll on the chapter mainly because of the recognition by supporters that it provides a vital service to the community and its ongoing efforts to achieve equality for GLBT citizens. But the length of the recession is unknown and, therefore, an eye still must be trained on finances.

"We are considering approaching some of our local businesses to see if they would like to be our corporate sponsors," said Lance, who is also the chapter's webmaster. "For an annual fee, we would include their logos on our web site and in each of our e-mail announcements. Those logos would be linked to the sponsors' web sites."

The PFLAG - Howard County chapter's 15-member steering committee is a diverse blend of parents and GLBT people of all ages, races and backgrounds. It is the responsibility of this body to formulate ways to manage the resources of the chapter efficiently and raise enough cash to staff tables at fairs and print literature.

With supporters believing in the cause and some creative marketing thrown into the mix, the chapter is continuing its important work through good times and bad.



Steve Charing is the media coordinator for PFLAG - Howard County. He can be reached at scharing@comcast.net.