It Gets Better Project
It Gets Better Project is a US 501(c)(3) nonprofit founded in 2010 that operates as the world's largest storytelling organization for LGBTQ+ youth, delivering original video content, educational resources, the imi mental health tool, and youth-led grant programs across 19 countries.
- Company typePrivate
- Founded2010
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What It Gets Better Project does
It Gets Better Project is a US-registered 501(c)(3) nonprofit organization founded in 2010, operating as the world's largest storytelling organization for LGBTQ+ youth. Its core offering is the itgetsbetter.org platform, which hosts original video series (Queer Sex Ed, Writing Our Own Dictionary, Out in Front, It Gets Better With...), the Perfectly Queer vodcast on Twitch, an LGBTQ+ glossary, blog content, and downloadable EduGuides for classrooms and Gay-Straight Alliances. Sub-products include imi (imi.guide), a digital mental health tool for LGBTQ+ youth, and structured programs — Youth Voices (youth ambassador leadership pipeline), It Gets Better: Changemakers (youth-led grantmaking), and It Gets Better EDU — supported by an affiliate network spanning 19 countries across 4 continents.
The organization operates as a free-to-user, donation-funded nonprofit. Revenue is generated through four primary streams: individual donations (one-time, monthly recurring, donor-advised funds, stocks, and crypto); corporate brand partnerships (American Eagle/Aerie contributing ~$5M since 2016, Bungie Foundation $750K+ since 2020, Converse $370K+ since 2017, plus MAC VIVA GLAM, SteelSeries, Riot Games, AbbVie, Humble Bundle, The Sims/EA, and others); merchandise sales via an online shop; and government grants (including a $1.5M CAD federal grant from the Government of Canada in 2026). Distribution is digital-first across YouTube, TikTok, Instagram (English and Spanish), Twitch, Tumblr, gaming platforms (Destiny 2, The Sims 4), and through brand partner co-marketing channels. Leadership is headed by Executive Director Brian Wenke. The organization has received Webby, Telly, Anthem, and Shorty Awards in 2024 for original content.
It Gets Better Project firmographics
Firmographics- Name
- It Gets Better Project
- Legal name
- It Gets Better Project
- Website
- https://itgetsbetter.org
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- It Gets Better Project is a US 501(c)(3) nonprofit founded in 2010 that operates as the world's largest storytelling organization for LGBTQ+ youth, delivering original video content, educational resources, the imi mental health tool, and youth-led grant programs across 19 countries.
- Ownership category
- akta.pro rank
It Gets Better Project industry classification
Industry- Product category
- LGBTQ+ Youth Advocacy Services
- NAICS
- Child and Youth Services (62411), Educational Support Services (611710), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)
- SIC
- Services-Social Services (8300), Services-Motion Picture & Video Tape Production (7812)
- akta.pro primary industry
- Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK)
- akta.pro secondary industries
- Youth Mentoring & Positive Youth Development Nonprofits (BPAGADAD), Media Arts & Film/Photography Nonprofits (BPAGAHAJ), Children’s & Youth Educational Entertainment (Edutainment) (EDAGALAK)
Keywords
Where It Gets Better Project is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Markets served
It Gets Better Project business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Individual Donations: Charitable contributions from individual donors supporting LGBTQ+ youth programs and resources. The organization accepts one-time donations, monthly recurring gifts, and contributions through donor-advised funds, stocks, and crypto.
- Brand Partnerships: Corporate partnerships with brands like American Eagle, Aerie, Converse, MAC VIVA GLAM, Bungie, and others who provide financial support, in-kind donations, and cause marketing campaigns.
- Merchandise Sales: Online shop selling merchandise including hats and apparel with positive, affirming messages. All proceeds support LGBTQ+ youth programs.
- Government Grants: Federal and government funding such as the $1.5 million grant from Canadian government to support 2SLGBTQI+ youth through It Gets Better Canada.
Go-to-market motion1 record
Distribution channels7 records
Marketing channels11 records
It Gets Better Project product offering
Product offeringCore offering
It Gets Better Project is a 501(c)(3) nonprofit that produces and distributes storytelling content, educational resources, mental health tools, and youth leadership programs for LGBTQ+ youth globally. Its core offerings include original video series, the imi digital mental health tool, free EduGuides for schools, the Youth Voices ambassador program, and the Changemakers youth-led grantmaking initiative.
Product overview
It Gets Better Project operates as a storytelling organization with a portfolio of interconnected digital platforms and programs supporting LGBTQ+ youth. The core offering is the main itgetsbetter.org platform featuring video content, educational resources, and community features. Key programs include the imi digital mental health tool, Youth Voices leadership program, and Changemakers grant initiative. The organization offers extensive educational content through EduGuides and video series (Queer Sex Ed, Writing Our Own Dictionary, Out in Front). Media offerings include the Perfectly Queer vodcast, blog content, and LGBTQ+ Glossary. Additional initiatives include Digital Pride activations, Summer Reading Challenge, and Global affiliates program spanning multiple countries.
Differentiator
Problem solved
Functional benefit
Brands
- It Gets Better EDU: Educational programming including youth ambassador program, student-driven grantmaking initiatives, and free educational resources for educators and student leaders
- It Gets Better Global
- imi
- Youth Voices
- It Gets Better: Changemakers
Products and services
- imi A digital mental health tool designed specifically for LGBTQ+ youth to build positive coping skills and support their mental health journey. Supported by the AE Foundation.
- Youth Voices A youth leadership program that amplifies LGBTQ+ youth voices through media campaigns, art creation, and community building. Annual cohort of ambassadors create content and lead community initiatives.
- It Gets Better: Changemakers A youth-led grant program that provides funding to emerging LGBTQ+ leaders and activists to create community initiatives and programs.
- It Gets Better EDU Educational division providing free educational resources for educators and student leaders, featuring an ambassador program, student-driven grantmaking initiatives, and a growing library of materials for middle and high school students ages 13-18.
- Queer Sex Ed Original video series featuring conversations about queer sex, sex in media, consent and pleasure, and sexual health. Five episodes of 7-9 minutes each. Winner of Webby, Telly, and Anthem Awards.
- Writing Our Own Dictionary Original docuseries where LGBTQ+ people discuss what various labels and identities mean to them. Four episodes of 5-7 minutes each covering bisexuality, pansexuality, trans experiences, and gender presentation.
- Perfectly Queer LGBTQ+ vodcast featuring news, art, interviews, and community discussions. Winner of the Shorty Award for Best Art & Culture Podcast. Broadcasts live on Twitch every other Thursday at 6pm ET.
- Out in Front: Queer Youth Changing the World Docuseries featuring five LGBTQ+ activists raising their voices to champion change, including stories of activism around gun control, trans rights, Black liberation, and immigration.
- Living Your Truth Six-video EduGuide series highlighting intersectionality with lessons featuring LGBTQ+ role models including Nneka Onuorah, Olivia Julianna, and Chella Man. Available in English and Spanish.
- It Gets Better Global Global affiliate program investing in local organizations outside the US to bring storytelling and life-affirming support to LGBTQ+ youth communities worldwide, spanning 19 countries across 4 continents.
Quantifiable outcome
- imi boosts positive coping skills and mental health of LGBTQ+ youth
- +2 more outcomes
Companies that use It Gets Better Project
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
It Gets Better Project technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
It Gets Better Project partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered core, flagship and minor.
- Bungie FoundationcoreBungie Foundation has partnered since 2020, raising more than $750K for LGBTQ+ youth. 2026 Pride campaign includes Destiny 2 in-game cosmetics (emblem, shader pack, Holochip) with proceeds going to It Gets Better.
- Humble BundlecoreHumble Bundle has been raising funds for It Gets Better since 2018. In 2026, selected as Humble Choice charity for Pride Month with 5% of subscriptions donated. Also hosts charity streamers playing games from the June Choice bundle on Twitch.
- ConverseflagshipConverse has supported It Gets Better since 2017 with more than $370,000 invested. 2026 support powers 'Community Canvas' project under Changemakers connecting queer artists with LGBTQ+ youth. Past support expanded It Gets Better Español and global summits.
- American Eagle and Aerie (AE Foundation)flagshipAmerican Eagle and Aerie have been steadfast supporters since 2016 with nearly $5 million in total support. They fund the youth-led grant program It Gets Better: Changemakers and supported development of the digital mental health tool imi. Partnership includes customer donations and cause marketing campaigns.
- MAC VIVA GLAM FundcoreMAC VIVA GLAM Fund supports LGBTQ+ community with increased investment in 2026 under new spokesperson Chappell Roan. Funding supports It Gets Better: Changemakers and queer proms and homecoming events.
- e.l.f. Cosmeticscoree.l.f. Cosmetics supports It Gets Better's Digital Pride activations on Twitch including collab streams. Also featured It Gets Better for a guest post on identity and gender exploration on their Substack.
- The Sims (EA)coreThe Sims is a longtime supporter, collaborating on pronoun customization updates and Pride updates in The Sims 4. 2026 support includes week-long fundraiser with creator NemesisLacroix starting on Twitch.
- SteelSeriescoreSteelSeries returns as brand partner with 2026 'Always Fly High' campaign. 100% of proceeds from SteelSeries Pride collection support It Gets Better's work. Also provides products and incentives for Pride Month streamers.
- Riot GamescoreRiot Games supports LGBTQ+ communities through March 4 Pride campaign spotlighting LGBTQIA+ creators, artists, cosplayers, and community members while hosting events to raise funds for It Gets Better.
- Ole HenriksenminorFirst-time brand partner for Pride 2026. Proceeds from Ole's Pride Punch Pout Preserve support It Gets Better's work. Founder's message of love and acceptance aligns with organization mission.
- Juliette Has a GunminorFragrance brand supporting It Gets Better for Pride season 2026, helping create life-affirming connections through storytelling, education, and community-building.
- Sam EdelmanminorReturning sponsor with 2026 Pride campaign including donation to It Gets Better plus register round-up at checkout for customers to support LGBTQ+ youth.
- Nature's PathminorReturning partner supporting LGBTQ+ community through Love Crunch granola. Provides product donations to Changemakers grantees and financial support for programming reaching LGBTQ+ youth.
- The Tom Petty FoundationminorSupporting LGBTQ+ youth in 2026 Pride with funding for stories, resources, and programs reminding youth their lives are worth celebrating.
- The Daily Beans PodcastcorePodcast host Allison Gill donated $20K of her Veterans' disability benefits to It Gets Better, rallied community for end-of-year campaign and Trans Day of Visibility with over 400 people donating.
- Zenni OpticalminorProud supporter for several years, helping LGBTQ+ youth see themselves clearly. 2026 support for Digital Pride streams and Summer Reading Challenge.
- ADLUGOminorProgrammatic advertising company that donates portion of profits to carefully curated nonprofits. It Gets Better has benefited for three years through this approach.
- AbbViecoreOngoing brand partner supporting It Gets Better's work with LGBTQ+ youth.
- TikTokcoreLegacy partner platform for reaching LGBTQ+ youth with content and resources.
- Bath & Body WorkscoreBrand partner supporting It Gets Better's LGBTQ+ youth programming.
- American Red CrossminorPartnership for It Gets Better x American Red Cross collaboration programs.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
It Gets Better Project competitors and assessment
Company assessmentBroad incumbents
- Human Rights Campaign: The Human Rights Campaign is the largest U.S. LGBTQ+ civil rights advocacy organization, lobbying on legislation and running large-scale public campaigns. Broader in scope and larger in scale than It Gets Better, but overlapping on storytelling, education, and youth advocacy.
Direct peers
- GLSEN: GLSEN operates K-12 educational programs, resources, and advocacy for LGBTQ+ inclusive schools, including GSA support. Directly comparable to It Gets Better EDU's educator/GSA focus and classroom resource distribution model.
- Point Foundation: Point Foundation is the largest LGBTQ+ scholarship-granting nonprofit, funding LGBTQ+ students through higher education and leadership development. Comparable to It Gets Better's Changemakers grants and Youth Voices leadership pipeline for LGBTQ+ youth.
- Born This Way Foundation: Born This Way Foundation, co-founded by Lady Gaga, focuses on youth mental health and kindness via Channel Kindness and other programs. Comparable to It Gets Better in addressing youth mental wellbeing and in corporate partnership-driven funding.
- Hetrick-Martin Institute: Hetrick-Martin Institute provides direct services, education, and youth development programs for LGBTQ+ young people, with a focus on housing and wellbeing. Comparable to It Gets Better on LGBTQ+ youth direct service and education delivery.
- PFLAG: PFLAG is a U.S. nonprofit with a nationwide network of chapters providing peer support, education, and advocacy for LGBTQ+ people and their families. Comparable to It Gets Better in youth/family support, community-driven model, and grassroots affiliate network.
- GLAAD: GLAAD is a leading LGBTQ+ media advocacy organization producing campaigns, storytelling content, and media programs. Comparable to It Gets Better on the storytelling/media side and on building cultural visibility for LGBTQ+ audiences.
- The Trevor Project: The Trevor Project is the leading U.S. nonprofit providing crisis intervention and suicide prevention for LGBTQ+ youth via phone, text, and chat. Directly comparable to It Gets Better in mission (LGBTQ+ youth wellbeing), target population, and reliance on individual/corporate donations.
Emerging players
- Matthew Shepard Foundation: The Matthew Shepard Foundation focuses on LGBTQ+ youth via the "Erase Hate" education program and small grants to local organizations. Comparable niche to It Gets Better's youth education and Changemakers grantmaking mission.
- Trans Lifeline: Trans Lifeline is a peer-support hotline run by and for trans people. Comparable to It Gets Better and imi in providing direct wellbeing/mental health support to LGBTQ+ youth, though focused specifically on the trans community.
Market position
Strengths3 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
It Gets Better Project social profiles
Digital presenceIt Gets Better Project financial estimates
Financial estimateRevenue estimate
Valuation estimate
It Gets Better Project leadership team
Management profileNumber of profiles
Profiles1 record
It Gets Better Project funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
It Gets Better Project M&A and investment
M&A and investmentM&A
Investments27 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about It Gets Better Project
What does It Gets Better Project do?
It Gets Better Project is a 501(c)(3) nonprofit that produces and distributes storytelling content, educational resources, mental health tools, and youth leadership programs for LGBTQ+ youth globally. Its core offerings include original video series, the imi digital mental health tool, free EduGuides for schools, the Youth Voices ambassador program, and the Changemakers youth-led grantmaking initiative.
Is It Gets Better Project a public or private company?
It Gets Better Project is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was It Gets Better Project founded?
It Gets Better Project was founded in 2010. It employs 11 to 50 people.
Where is It Gets Better Project based?
It Gets Better Project is headquartered in Los Angeles, United States, in the North America region.
How does It Gets Better Project make money?
Four revenue lines are on record. Individual Donations are the primary driver. The others are brand Partnerships, merchandise Sales and government Grants.
Who are It Gets Better Project's main competitors?
Human Rights Campaign is listed as a broad incumbent. Direct peers are GLSEN, Point Foundation, Born This Way Foundation, Hetrick-Martin Institute, PFLAG, GLAAD and The Trevor Project. Emerging players are Matthew Shepard Foundation and Trans Lifeline.
Does It Gets Better Project have an API?
No public API is recorded for It Gets Better Project.
What industry is It Gets Better Project in?
It Gets Better Project's product category is LGBTQ+ Youth Advocacy Services. Its primary akta.pro industry code is BPAGADAK, Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits, with a secondary code of BPAGADAD, Youth Mentoring & Positive Youth Development Nonprofits. Its NAICS code is 62411 and its SIC code is 8300.