Fighting With Pride - LGBT+ Military Charity

What Fighting With Pride - LGBT+ Military Charity does

Fighting With Pride (FWP) is a UK-registered charity founded in January 2020 by Craig Jones MBE, Caroline Paige MBE, and Patrick Lyster-Todd on the 20th anniversary of the lifting of the ban on LGBTQ+ service in the British Armed Forces. Its mission is to support LGBTQ+ veterans, serving personnel, and their families affected by the historical ban (1967-2000), addressing an unmet need — before FWP's creation, no support infrastructure existed for the thousands of personnel dismissed or forced from service. The charity operates with approximately 19 staff, including six regional Veteran Community Workers (VCWs) covering England, Wales, Scotland, and Northern Ireland, a small executive team, nine trustees, four regional ambassadors, and a patron (Lt Gen Sir Andrew Gregory KBE CB DL). Operationally, FWP delivers direct veteran support, runs the Pride in Veterans Standard (PiVS) certification programme with 40+ member organisations, and assists veterans with the UK Government's Financial Recognition Scheme (FRS) and 14 non-financial restorative measures arising from the 2023 Etherton Review.

The charity's core offerings are: (1) Veteran Community Worker Support — personalised regional outreach and befriending; (2) LGBT Financial Recognition Scheme Assistance — guidance and application help for FRS payments up to £70,000 per veteran; (3) Non-Financial Restorative Measures Assistance — for rank restoration, medal returns, Etherton Pin, and apology letters; (4) Pride in Veterans Standard (PiVS) — a certification programme with an online PIVS Portal for partner organisations; (5) the LGBT+ Armed Forces Community Memorial at the National Memorial Arboretum, dedicated by King Charles III on 27 October 2025; and (6) a referral/signposting service into NHS Op Courage, Op Sterling, Op Restore, Op Nova, Op Fortitude, and Op Ascend. The technology stack is minimal and non-proprietary: a WordPress website rebuilt via Greenwich Hospital funding and developed by Madison Web Solutions, with donation processing through JustGiving, CAF Online, and Rainbow Lottery, and e-commerce via the National Memorial Arboretum shop and pandpsgroup.com. There is no proprietary software platform, mobile app, or AI/ML capability.

Fighting With Pride operates a donation-based revenue model with stated annual operating costs of over £350,000. Revenue streams include one-off and monthly recurring donations, legacies (bequests), reparational donations (1% of FRS payments), Rainbow Lottery, merchandise sales (including memorial merchandise where 50% of profits are donated to FWP), fundraising events, challenge-event sponsorship, gifts in memoriam, and grants from the Armed Forces Covenant Fund, Veterans Foundation, Greenwich Hospital, and the three single-service benevolent funds (Royal Navy Royal Marines Charity, Army Benevolent Fund, RAF Benevolent Fund). Customer concentration is distributed across thousands of individual donors, families, and a partner ecosystem of NHS veteran services, military charities, and PiVS-certified organisations. The charity played a central lobbying and convening role in securing the government's LGBT Veterans Independent Review (Etherton Report, 2023), the formal Prime Ministerial apology, and the resulting reparations framework.

Name

Fighting With Pride - LGBT+ Military Charity

Legal name

Fighting With Pride

Website

https://fightingwithpride.org.uk

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Fighting With Pride is a UK-registered charity providing support to LGBTQ+ veterans, serving personnel, and families impacted by the historic ban on LGBTQ+ service in the British Armed Forces (1967-2000), through regional Veteran Community Workers, reparations application assistance, and the Pride in Veterans Standard certification programme.

Ownership category

akta.pro rank

Product category

Veteran Support Services

NAICS

Human Rights Organizations (813311), Social Advocacy Organizations (8133)

SIC

Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

LGBTQ+ Rights & Advocacy Organizations (BPAGAFAE)

akta.pro secondary industry

Human Rights & Anti-Discrimination Organizations (BPAGAFAB)

Keywords

• Veteran support services
• LGBTQ+ military charity
• Reparations assistance
• Community outreach
• Veteran welfare programs

Headquarters

HQ city

Nelson

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Donations (One-off and Recurring): Fighting With Pride raises funds through one-off donations and monthly recurring giving. Donors can give via CAF Donate, JustGiving, or direct bank transfer. Gift Aid can be applied via CAF Donate (25p per pound). Regular monthly giving helps the charity plan ahead and provide ongoing services.
2. Legacies (Bequests in Wills): Supporters can leave a gift to Fighting With Pride in their Will. Leaving 10% or more to charity can reduce inheritance tax liability. The charity states it costs over £350,000 per year to run. A free Wills service with partner solicitors is being developed.
3. Reparation Donations: LGBTQ+ veterans who receive Financial Recognition Scheme payments are invited to donate 1% of their DD Payment (approximately £500) back to Fighting With Pride to support the charity's ongoing work.
4. Rainbow Lottery: The charity participates in the Rainbow Lottery, a lottery scheme where participants can win prizes while supporting LGBTQ+ veterans. Managed via rainbowlottery.co.uk.
5. Merchandise Sales: Fighting With Pride sells merchandise through an online shop (hosted via pandpsgroup.com) and LGBT+ Armed Forces Community Memorial merchandise sold via the National Memorial Arboretum shop, with half of profits donated to FWP.
6. Fundraising Events: FWP assists supporters in planning and executing fundraising events (donut sales, coffee mornings, black-tie dinners, dress-down days, supermarket collections). JustGiving collection facilities with dedicated pages and QR codes are provided.
7. Sponsorship for Challenge Events: Supporters take on challenge events (Mount Kilimanjaro climbs, abseils, marathon runs, fun runs) to raise funds. FWP assists with entry costs, publicity, branding, T-shirts, and dedicated JustGiving pages.
8. Gifts in Memoriam: Donations made in memory of a deceased loved one. Can be set up via bank standing order or a unique JustGiving page with bespoke QR code. Names of deceased persons are added to FWP's memorial Wall on the website.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Fighting With Pride is the only UK charity specifically created to support LGBTQ+ veterans, serving personnel, and their families impacted by the historic ban on LGBTQ+ service in the Armed Forces (1967-2000). The charity provides personalised support through regional Veteran Community Workers (VCWs), assistance with reparations applications (Financial Recognition Scheme up to £70,000 and 14 non-financial restorative measures), the Pride in Veterans Standard (PiVS) certification programme for partner organisations, and signposting to mental health, physical health, employment, and housing services.

Product overview

Fighting With Pride is a UK military charity providing a unified portfolio of support services for LGBTQ+ veterans, serving personnel, and their families. The core offering centres on the Pride in Veterans Standard (PiVS) certification programme for partner organisations, combined with direct veteran support through Veteran Community Workers who assist with Financial Recognition Scheme applications, non-financial restorative measures, and referrals to mental health, physical health, employment, and housing services. Key initiatives include the LGBT+ Armed Forces Community Memorial at the National Memorial Arboretum and the LGBT Veterans Independent Review support services. The charity also operates fundraising mechanisms including JustGiving, CAF Online, and Rainbow Lottery.

Differentiator

Problem solved

Functional benefit

Brands

• Pride in Veterans Standard (PiVS): A programme developed by Fighting With Pride, open to any organisation that wishes to demonstrate its commitment to being inclusive and welcoming to LGBT+ Veterans, serving personnel, and their families.

Products and services

• Pride in Veterans Standard (PiVS) Certification Programme A certification programme developed by Fighting With Pride for veteran-focused organisations to demonstrate commitment to being inclusive and welcoming to LGBT+ Veterans, serving personnel, and their families. Members commit to six PiVS Commitments and receive access to resources, seminars, and networking.
• Financial Recognition Scheme Application Assistance Veteran Community Workers provide application assistance for the Government-run Financial Recognition Scheme (FRS) offering a Dismissed/Discharged Payment (£50,000 fixed) and Impact Payment (£1,000-£20,000 tiered) to veterans impacted by the Ban (1967-2000).
• Non-Financial Restorative Measures Assistance Support for veterans applying for 14 non-financial restorative measures including rank restoration, medal return, Certificate of Service re-issue, Etherton Pin, and Service Chiefs' apology letters.
• Veteran Community Worker (VCW) Outreach Support Regional Veteran Community Workers (VCWs) provide personalised support, guidance, and befriending services to LGBTQ+ veterans across England, Wales, Scotland, and Northern Ireland.
• Veteran Support Services Referral Signposting and referral service connecting veterans to partner organisations including Op Sterling (Age UK), Op COURAGE (NHS Mental Health), Op RESTORE (Physical Health), Op NOVA (Justice System), Op FORTITUDE (Homelessness Prevention), and Op ASCEND (Employment).

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Royal Navy Royal Marines CharitycoreStrategic or Co-development PartnerListed as a Collaborative Partner providing services, support, and funding to Fighting With Pride. The Royal Navy has an active LGBTQ+ network (RN LGBTQ+) and has shown commitment to inclusion following the ban's lifting.
• Army Benevolent FundcoreStrategic or Co-development PartnerListed as a Collaborative Partner. The Army Benevolent Fund supports soldiers, veterans, and their families and partners with FWP for LGBTQ+ veteran inclusion.
• Royal Air Force Benevolent FundcoreStrategic or Co-development PartnerListed as a Collaborative Partner. RAF Benevolent Fund supports RAF personnel and veterans and collaborates with FWP on veteran support.
• Royal British LegioncoreStrategic or Co-development PartnerListed as a Collaborative Partner and PiVS member. RBL is the UK's leading veteran charity and works with FWP on LGBT+ veteran inclusion.
• Defence Medical Welfare Service (DMWS)coreStrategic or Co-development PartnerListed as a Collaborative Partner. DMWS provides medical welfare support to armed forces personnel and partners with FWP for LGBTQ+ veteran support.
• Poppy FactorycoreStrategic or Co-development PartnerListed as a Collaborative Partner. The Poppy Factory employs veterans and partners with FWP for veteran support.
• Edinburgh Napier UniversityminorStrategic or Co-development PartnerListed as a Collaborative Partner. Academic institution supporting FWP's work.
• AdferiadminorStrategic or Co-development PartnerListed as a Collaborative Partner. Welsh charity supporting recovery and regeneration.
• Bridge for HeroesminorStrategic or Co-development PartnerListed as a Collaborative Partner. Veterans charity partnering with FWP.
• Irwin MitchellcoreImplementation/ SI/ Consulting PartnerLegal firm engaged by FWP to provide legal assistance for veterans appealing Financial Recognition Scheme decisions. Initial consultations are pro-bono (free). Additional work may be chargeable.
• Bolt Burdon KempcoreImplementation/ SI/ Consulting PartnerLegal firm engaged by FWP to provide legal assistance in preparation of FRS applications. Some advice pro-bono, some chargeable.
• Hugh James Independent Financial AdviserscoreImplementation/ SI/ Consulting PartnerIndependent financial advice firm supporting FWP by providing free initial consultations for LGBTQ+ veterans who have received compensation or restorative payments. Part of Hugh James's established military legal and financial services offering.
• National Memorial ArboretumcoreStrategic or Co-development PartnerFWP delivered the LGBT+ Armed Forces Community Memorial at the National Memorial Arboretum in Staffordshire, dedicated by HM King Charles III on 27 October 2025. The Memorial merchandise is sold through the Arboretum's shop with half of profits donated to FWP.
• 40+ PiVS Member OrganisationscoreStrategic or Co-development PartnerOrganisations committed to the Pride in Veterans Standard (PiVS), including Royal British Legion, NHS Somerset, Lothians Veterans Centre, Combat Stress, and others. These organisations have committed to LGBT+ veteran inclusion standards and work with FWP to provide warm welcomes to LGBTQ+ veterans.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Combat Stress: UK veterans' mental health charity and PiVS member with a video testimonial on FWP's site. Comparable as a partner charity serving the same veteran cohort, particularly on mental health which is a key pain point for FWP's beneficiaries.
• Walking With The Wounded: UK veteran charity providing mental health, employment and care coordination support, listed as an FWP partner with a Walking With The Wounded employee (Vic Wales) serving as FWP Ambassador for the North East.
• Defence Medical Welfare Service (DMWS): Charity providing medical welfare support to armed forces personnel, listed as an FWP Collaborative Partner. Directly comparable as a UK military welfare charity serving the same beneficiary community.
• Poppy Factory: UK charity employing veterans (including those with health conditions), listed as an FWP Collaborative Partner. Comparable as a UK veteran-employment charity operating in the same partnership network.
• Rank Outsiders: The original UK support group for LGBTQ+ veterans affected by the 'Gay Ban', founded in 1991 by Lt Elaine Chambers and WO Robert Ely. Now a predecessor/aligned organisation to FWP and a direct peer in the niche of LGBTQ+ UK Armed Forces veteran support.

Broad incumbents

• Help for Heroes: Major UK military charity providing recovery and welfare support to wounded veterans. Comparable as a broad incumbent in the UK veteran-support sector with potential overlap in beneficiary base.
• Royal British Legion: The UK's leading veterans' charity and PiVS member. Comparable as the dominant incumbent in UK veteran welfare, with overlapping beneficiary base, but not specifically focused on LGBTQ+ veterans.
• Stonewall: Major UK LGBTQ+ rights charity that co-funded early legal challenges to the Gay Ban (1995) and remains a leading advocacy organisation. Comparable in mission (LGBTQ+ equality advocacy) but operating across all areas of life rather than the military niche.
• SSAFA: The UK's oldest armed forces charity, formerly led by FWP Patron Lt Gen Sir Andrew Gregory. Comparable as a broad incumbent providing welfare support to serving personnel, veterans and families across the UK.

Regional players

• OutServe-SLD (now part of the Modern Military Association of America): The leading US organisation for LGBTQ+ serving personnel and veterans. Comparable as the international counterpart to FWP, focused on LGBTQ+ military community support, but operating in a different geography (US vs UK).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@fightingwithpride
• LinkedInlinkedin.com/company/fighting-with-pride
• Facebookfacebook.com/FightingWithPrideUK
• Instagraminstagram.com/fightingwithpride

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles23 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fighting With Pride - LGBT+ Military Charity