How TriPride Transformed Its Marketing to Expand Reach and Community Impact

TriPride is more than an annual festival, it’s a movement dedicated to celebrating LGBTQ+ visibility, inclusivity, and community. As the organization prepared for its largest Pride Parade and Festival, the need for a stronger, more modern marketing approach became clear.

Over a 6-month period, we worked to transform TriPride’s digital presence through social media growth, paid advertising, creative fundraising, and cohesive design. The results were remarkable: exponential audience growth, sold-out events, and stronger financial sustainability to power TriPride’s mission.

The Challenge

TriPride wanted to expand its reach, strengthen engagement, and boost fundraising while maintaining a recognizable and inclusive brand identity. The challenges included:

• Limited reach outside of existing followers

• Need for consistent, high-quality social content

• Underserved fundraising potential

• Underutilized advertising opportunities

Social Media: Building a Vibrant Digital Footprint

Social media became the cornerstone of TriPride’s marketing transformation. By tailoring content for Facebook, Instagram, and Twitter, the organization reached both its existing community and thousands of new supporters.

Facebook Results (June–September)

• 74% increase in page followers

• 163% increase in direct messages

• 70,787 people reached

• 159% increase in post shares

• 40,000 non-followers reached

Instagram Results (June–September)

• 434% increase in reach

• 436% increase in impressions

• 308% increase in engagement

• 274% increase in post likes

• 30,000% increase in new followers

These metrics show just how powerful a tailored content strategy can be in creating community connections online.

Fundraising: Fueling the Mission

With more visibility came an opportunity to reimagine fundraising. We launched creative campaigns designed to resonate with TriPride’s audience, blending storytelling, design, and direct calls to action. The campaigns not only funded events but also supported broader

Q+ initiatives across the community.

Design: Creating a Cohesive Visual Identity

A strong visual identity was key to recognition and trust. We introduced a refreshed design system that included eye-catching posters, event graphics, and social visuals. These assets gave TriPride a polished, consistent brand presence while celebrating its inclusive mission.

Paid Advertising: Turning Attention Into Action

Paid ads on Facebook and Instagram played a crucial role in driving registrations, donations, and volunteer engagement. Each campaign was designed with specific goals — from event sign-ups to volunteer recruitment.

Highlights (May–September)

• 186 volunteers recruited

• Sold-out events, including the 2023 TriPride Adult Prom

• 91,814 ad impressions

• 28,503 people reached

• 2,050 clicks driving traffic to fundraising and event pages

The Impact

By combining organic social growth, paid advertising, and design, TriPride was able to:

• Expand its reach to tens of thousands of new supporters

• Recruit new volunteers and sell out major events

• Increase engagement across every digital channel

• Strengthen its financial foundation through creative fundraising

Conclusion

The TriPride case study proves that when organizations invest in strategic marketing, they unlock the power to reach new audiences, generate funding, and strengthen community impact.

At Perfect Light Marketing, we’re proud to have partnered with TriPride on this journey — helping them transform their digital presence into a force for inclusivity, celebration, and lasting change.

👉 Ready to grow your nonprofit’s reach and impact? Let’s connect.