LGBTQIA+ crowdfunding: How to tell your story and mobilise donations
An authentic story is key to successful crowdfunding. Learn how to reach your community, win allies and protect your privacy at the same time.
Daniela Antons
GoodCrowd.org
Reading time: 9 min
Updated: 01.10.2025
LGBTQIA+ communities have a unique tradition of mutual support. Queer communities have always been there for each other when the system failed us. Your crowdfunding campaign is part of this tradition of solidarity.
At the same time, you face the challenge of activating both your communities and potential allies. The key lies in authentic storytelling that builds bridges.
1. Create connections through shared experiences
Start with what connects us as communities:
💡 Examples:
‘Like many trans people, I am faced with surgery costs that are not covered by health insurance...’
‘You probably know what it's like – the search for affirmative healthcare is like a marathon.’
These shared experiences show that you are not alone, and your supporters immediately understand what is at stake.
2. Tell your personal story authentically
Share specific moments
They have a stronger impact than general, abstract descriptions of the problem:
✅ This works:
How you overcame obstacles
How you pursue goals despite adversity
Moments of community, shared commitment and mutual support
Honest moments of doubt and feeling overwhelmed
💡 Example:‘When my health insurance company told me “We won't cover it”, my world fell apart. But that same evening, two friends showed up at my door with pizza: my soul food. And with an idea: We'll collect donations for your surgery.’
Why this works: Our brains process stories much better than abstract facts. Social proof that others are already actively supporting is one of the strongest psychological triggers. Stories about community support encourage further donations. Sharing your doubts and feelings of being overwhelmed makes you human and credible.For donors, trust is the most important factor – honesty builds that trust.
Make your story vivid and tangible
Use specific details so that people can empathise with your situation and picture a vivid scene in their mind's eye:
💡 Example:‘Still holding the letter in my hand, I sat down on my bed and just stared ahead. How was I supposed to come up with €6,000?’
Why this works: Specific details activate the same neural areas in readers as their own experiences (neural mirroring). People donate to people in situations they can relate to. Vivid details such as ‘pizza at the door’ or ‘letter in hand’ make the story tangible instead of just readable. Sensory language (seeing, feeling, tasting) activates more areas of the brain, so people remember the story better. Concrete scenes stick in the memory, abstract descriptions are forgotten.
⚠️ Important: Be mindful of your privacy. What do you want to share, and what don't you want to share? It is possible to tell a powerful story with what you want to share. It's about emotional truth, not every intimate detail.
3. Use a three-act structure
Tell your story in three acts: Before – Now – After
Before: Your life before the challenge
Paint a picture of your life, your dreams and your goals.
Now: The current challenge
What is the problem? Why do you need support?
After: Your vision with financial support
What will your life look like? What concrete impact will the donation have?
💡 Example:
"Even as a small child, I always played with dolls. I became a nursery school teacher because I love showing children the world and accompanying them as they grow up and learn. I have a wife who will be a wonderful mother, just like me.
After many years of caring for other people's children, I finally want to raise my own child – but health insurance does not cover fertility treatment for lesbian couples, and we will never be able to afford it on our salaries as nursery school teachers. At the end of the month, we don't have 200 euros left to save – and time is running out! We are now 36 and 37.
With your help, we too can accompany our own child as they discover the world: from their first smile and first word to their first fall while trying to ride a bike and the encouragement to try again and not give up – to their first crush and first job interview. We want to walk this path with our child – help us make that possible."
Why it works: Overcoming obstacles is a universal theme. Resilience and determination inspire. Structural injustice makes people angry and concerned and motivates them to take action.
4. Communicate urgency
Make it clear why donations are needed NOW:
Medical deadlines
Acute safety risks
Time-sensitive opportunities
Point out concrete consequences.
💡 Example:
‘I've tried. I've already written 150 applications. One rejection after another. Without hair removal and facial feminisation, I'll never find a job. It's hard enough as a Muslim woman. As a Muslim trans woman without gender reassignment surgery, it's virtually impossible.’
Why it works: Time pressure activates donors' need for immediate action – without a deadline, there is no psychological motivation to donate now instead of later. Concrete consequences (‘without the surgery, I will never find a job’) make the necessity tangible and clearly show the impact of the donation. The combination of palpable powerlessness, attempts already made (150 job applications) and a clear solution creates an emotional urgency that motivates people to act.
5. Build bridges to all supporters
They exist, those non-queer people who show solidarity, whether in your family, circle of friends or among colleagues. So connect your queer experience with universal needs and themes such as security, family, love or justice. Focus on shared values before going into the details. Because: Through shared basic needs (security, justice, love), supportive people can also build a personal connection to our LGBTQIA+ stories.
Create concentric circles of messages:
Core communities: Full context and community-specific language
Outer circles: Universal themes and needs
Both target groups should feel truly included and motivated to take action.
💡 Examples of bridges:
‘Like all couples who want children...’
‘Every person has the right to access necessary medical care...’
‘We all want to feel safe in our workplace. The queer café where I work is repeatedly vandalised and we receive hate messages. Recently, someone smashed the window. What's next?’
⚠️ Important: Don't water down your story, but find the overlaps between your values and universal values. If you can't relate to heteronormative themes of romantic love, don't refer to them. Stay authentic and look for universal values in your story that are also important to you.
6. Explain systemic backgrounds in an understandable way
Create ‘I didn't know that...’ moments: Short, factual information that surprises. Explain systemic gaps to people outside the communities so that they understand and feel the urgency of donations and the injustice behind them. Both activate people to donate.
Set a frame of reference:‘While heterosexual couples have IVF treatments paid for by their health insurance, we have to finance everything ourselves.’
Systemic gaps: Show how existing systems simply do not take your situation into account.
Give concrete figures: Cost breakdowns help to understand your financial reality.
Highlight multiple discrimination: How various factors such as racism, classism, sexism or ableism exacerbate the situation.
Briefly explain technical terms: Use accessible language
❌ Avoid common pitfalls:
Don't water down your authenticity in order to appeal to everyone. Say what feels right for you.
‘Queerness 101’ only when absolutely necessary
Find a balance between education and emotional connection
7. Build trust through transparency
Specify in concrete terms and detail how much money you need and what exactly you need it for. This builds trust and clearly shows the impact of the donations. If it's a fairly high total amount, you can also stagger it.
💡 Example
"With €3,000, we can have protective glass installed. If we reach €8,000, we can also have an alarm system installed."
You can find a 3-step approach to defining your target donation amount here.
8. Activate with positive language
Instead of just asking for help, invite people to make a change. Your supporters will become part of a larger movement and feel a sense of belonging and community. The need to belong motivates people to take action and support the campaign.
‘Stand with us for a world in which...’
‘Show that solidarity is stronger than discrimination’
"If you're not queer yourself, show that solidarity is important to you by making a donation – and send a signal to your friends and colleagues*
Emphasise community investment
Mutuality: Explain how you will support others in the future
Long-term impact: Show how your campaign will have an impact beyond crowdfunding
9. Tell the story respectfully
Here's what you should keep in mind when starting a crowdfunding campaign for someone else:
Obtain consent: Never start a campaign for others without their consent. The text should always be proofread by the person for whom you are starting the fundraiser
Discrimination-sensitive language: Use ‘gender-affirming’ or ‘gender reassignment surgery’ instead of ‘sex change’
Inclusive wording: Use gender-neutral terms
Respect privacy: No sensationalist titles or voyeuristic content.
10. Feedback and support for your text
Before you post the text online, send it to good friends and ask for feedback. Often, you don't realise that you've forgotten an important point or that something remains unclear:
Is the text understandable?
Is there a common thread?
Are there any aspects missing or anything that remains unclear?
In urgent emergencies or when dealing with very emotional issues, you already have enough to do as the person affected. That's why it's important to take care of yourself.
Ask someone close to you to support you.
Someone else can also create a fundraising appeal for you and collect money on your behalf.
In emotional emergencies, it can sometimes be difficult to think clearly and coherently. In the case of traumatic experiences, recounting them can cause re-traumatisation. So never be afraid to ask someone for help in creating a fundraising appeal!
The key to success
Find the balance between vulnerability and strength:
Show your challenges and why you need support
Emphasise your determination and the people who already support you
Express both the urgent need and your hopeful vision
This will create a campaign that moves people and motivates them to take action.
This blog article explains when an anonymous crowdfunding campaign makes sense for queer people, provides successful examples and offers lots of practical tips specifically for crowdfunding LGBTQIA+ causes.
Start your campaign now on GoodCrowd.org – the platform for active solidarity and social justice.
Frequently asked questions and answers about crowdfunding texts for LGBTQIA+ campaigns
1. How do I tell my queer story without coming out or revealing too much?
You decide how much you share. Start with what you feel comfortable with and use the three-act structure: Before (your dreams), Now (the challenge), After (your vision). You can also ask someone else to start the campaign for you if you want to remain anonymous. The important thing is that authenticity creates connection, but only to the extent that it feels right for you.
2. How do I reach both my queer communities and non-queer allies?
Create ‘concentric circles’ in your message: your communities get the full context and community-specific language. For allies, you connect your queer experience to universal themes such as family, justice or security. Example: ‘Like all couples who want children...’ Both groups should feel included without you losing your authenticity.
3. What language should I use to write respectfully and inclusively?
Use discrimination-sensitive language: ‘gender-affirming surgery’ instead of ‘sex change’, inclusive relationship terms such as ‘partners’ and gender your texts. Explain technical terms briefly if necessary, but avoid ‘Queerness 101’ unless it is really important for understanding your situation.
4. How do I explain systemic discrimination without sounding patronising?
Create ‘I didn't know that...’ moments with short, factual information. Provide a frame of reference: ‘While heterosexual couples get IVF treatments reimbursed, we have to pay for everything ourselves.’ Use concrete figures and point out gaps in the system, but find a balance between education and emotional connection.
5. What is the best structure for my campaign story?
Follow the three-act structure: Before (your life before the challenge), Now (the current problem and why you need support), After (your concrete vision of what life will look like with support). Start with shared community experiences and make the urgency tangible by setting concrete deadlines or consequences.
6. How can I create positive, activating language instead of just asking for help?
Invite change: ‘Stand with us for a world in which...’ or ‘Show that solidarity is stronger than discrimination.’ Emphasise community investment: Explain how you will support others once you are back on your feet. Make it clear that donors will become part of a larger movement and that their solidarity will have an impact beyond crowdfunding.
7. When should I seek help with writing my campaign?
In emotional emergencies, it is difficult to think in a structured way. Ask people close to you for support – they can also start the campaign for you in their name. Also, always get feedback from friends before you publish the text: Is it understandable? Is there a common thread? Are any important aspects missing?
Now it's your turn: Collect donations with your campaign!
GoodCrowd.org – the social crowdfunding platform for everyone who wants to collect private donations easily and securely. As an initiative of a non-profit organization from Berlin, we develop the necessary tools to help you find support quickly.
.png)
