What Project Rainbow does

Project Rainbow Utah is a registered 501c3 nonprofit organization founded in 2018 and headquartered in Murray and Salt Lake City, Utah, that mobilizes community visibility and financial support for LGBTQ+ individuals across the state. Its core offering is a volunteer-coordinated flag placement service: individuals and businesses sign up online for a $20 donation to have pride flags staked at their homes or businesses during seasonal campaigns tied to Pride Month (June), Trans Day of Visibility (March), and Trans Awareness Week (November), with year-round monthly and annual subscription options. The organization is supported by approximately 400 volunteers and a small staff of 11 employees, and has scaled from 500 flags placed in 2018 to 5,000+ flags in peak years.

The business model is donation-driven and event-tied. Revenue streams include one-time and recurring flag host donations, merchandise sales (flags, apparel, mugs, accessories via a Squarespace storefront), and tiered corporate/individual sponsorships (Ruby $10,000+, Amber $5,000+, Garnet $1,000+). Donation processing relies on off-the-shelf third-party infrastructure — MoonClerk and Stripe for payments, Squarespace for web/e-commerce, and Google Analytics for traffic monitoring — with no proprietary technology. A Community Fund reinvests proceeds back into local LGBTQ+ organizations via grants at small ($500-$1,499), medium ($1,500-$3,499), and large ($3,500-$5,000) tiers, having disbursed over $300,000 cumulatively since inception, including $36,685 to 32 programs in 2025.

Project Rainbow serves three primary constituencies: individual flag hosts (donors and visibility partners), LGBTQ+ organizations and event producers (Community Fund grantees), and corporate/individual sponsors. Strategic partnerships with the Utah Pride Center, Encircle, SLC Pride, Utah Trans+ Coalition, three universities for Lavender Graduation ceremonies, and retail partners (UTOG Brewing, Badali Jewelry, Epic Brewing) embed the organization in Utah's broader LGBTQ+ support ecosystem. Leadership is provided by Executive Director Jacey Thornton and Media Relations Coordinator Becca Green.

Name

Project Rainbow

Legal name

Project Rainbow Utah

Website

https://projectrainbowutah.org

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Project Rainbow Utah is a 501c3 nonprofit that funds LGBTQ+ visibility and community grants in Utah through volunteer-staked pride flag campaigns, recurring donations, merchandise sales, and corporate sponsorships, serving individual flag hosts, local LGBTQ+ organizations, and event producers statewide.

Ownership category

akta.pro rank

Product category

Community Advocacy and Nonprofit Services

NAICS

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

akta.pro primary industry

LGBTQ+ Rights & Advocacy Organizations (BPAGAFAE)

Keywords

• LGBTQ+ advocacy
• Equality visibility
• Pride flag campaigns
• Nonprofit community grants
• Volunteer fundraising

Headquarters

HQ city

Murray

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Flag Campaign Donations: One-time or recurring donations from flag hosts who pay to have pride flags staked at their properties. $20 standard sign-up fee with monthly/annual subscription options for year-round participation.
2. Merchandise Sales: Online store selling pride flags, apparel, mugs, stickers, and accessories. Products include Progress Pride Flags, Trans Pride Flags, Sego Belonging Flags, and branded merchandise.
3. Community Fund Grants: Reinvests donations into community grants supporting LGBTQ+ organizations and events across Utah. Grant tiers: small ($500-$1,499), medium ($1,500-$3,499), large ($3,500-$5,000).
4. Sponsorships: Corporate and individual sponsors at various levels (Ruby $10,000+, Amber $5,000+, Garnet $1,000+) provide funding support.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Project Rainbow Utah is a 501c3 nonprofit that places pride and transgender flags at homes and businesses across Utah through seasonal and year-round subscription campaigns. It funds this visibility effort through $20 flag-host sign-up donations, recurring subscriptions, merchandise sales (pride flags, apparel, mugs, accessories), and corporate sponsorships, then reinvests the proceeds into local LGBTQ+ organizations via its Community Fund grants program.

Product overview

Project Rainbow is a Utah-based 501c3 nonprofit that operates as a visibility and community support organization. Its core offerings consist of flag placement campaigns (Pride, Trans Day of Visibility, Trans Awareness Week) funded through donations and subscriptions, a Community Fund that distributes grants to LGBTQ+ organizations, an online merchandise store selling flags and apparel, and educational resources on pride symbolism. The flag campaigns serve as the primary revenue driver, while the Community Fund reinvests proceeds into local initiatives. The organization also provides mental health resources and hosts events like Lavender Graduation for LGBTQ+ graduates.

Differentiator

Problem solved

Functional benefit

Products and services

• Flag Campaigns Flags placed at homes and businesses across Utah to increase LGBTQ+ visibility. Three seasonal campaigns per year cover Pride Month, Trans Day of Visibility, and Trans Awareness Week, with volunteers staking and retrieving flags. Hosts sign up for a $20 donation.
• Year-Round Flag Subscription Ongoing subscription service that automatically enrolls participants in all three flag campaigns throughout the year (Trans Day of Visibility, Pride Month, Trans Awareness Week), available on monthly or annual recurring billing.
• Merchandise Store Online store selling pride flags, apparel, accessories, and limited-edition items. Products include Progress Pride Flags, Transgender Pride Flags, Sego Belonging Flags, mugs, tank tops, t-shirts, hoodies, totes, and ornaments.
• Community Fund Grants Program Grant program that reinvests flag campaign proceeds into local LGBTQ+ initiatives, organizations, and community events across Utah. Provides awards at three levels: small ($500-$1,499), medium ($1,500-$3,499), and large ($3,500-$5,000).

Quantifiable outcome

• Over $300,000 reinvested into local LGBTQ+ initiatives since 2018
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Indie SquarecoreStrategic or Co-development Partner · 1 January 2018Philanthropic nonprofit coworking space that provides deeply discounted office and gathering spaces to Project Rainbow. Founded in 2024 to support Utah nonprofit organizations.
• UTOG Brewing CompanyminorGTM or Marketing PartnerLocal brewery that donates a portion of sales to Project Rainbow as a retail partner.
• Badali JewelryminorGTM or Marketing PartnerLocal jewelry retailer that donates a portion of sales to Project Rainbow as a retail partner.
• Epic BrewingminorGTM or Marketing PartnerLocal brewery that donates a portion of sales to Project Rainbow as a retail partner.
• Utah Trans+ CoalitioncoreStrategic or Co-development PartnerCo-host of Trans Day of Visibility Community Celebration with Project Rainbow Utah at the Utah Cultural Celebration Center.
• EncirclecoreStrategic or Co-development PartnerLGBTQ+ family resource center that partners with Project Rainbow for events like Rainbow Brunch and mental health resources.
• Utah Pride CentercoreStrategic or Co-development PartnerPartners with Project Rainbow for events including Trans History Fireside Chat and broader LGBTQ+ programming.
• SLC PridecoreStrategic or Co-development PartnerPartner organization for Pride events and community programming including Rainbow Brunch.
• KRCL 90.9FMminorGTM or Marketing PartnerSalt Lake City's nonprofit community radio station presenting the Mind the Gap Festival stage featuring local musicians.
• Patagonia Salt Lake CityminorStrategic or Co-development PartnerOutdoor retailer hosting International Women's Day workshop in partnership with Project Rainbow and other organizations.
• Fit to RecoverminorStrategic or Co-development PartnerOrganization providing LGBTQ+ group exercise and Trans Support Group sessions that Project Rainbow promotes.
• Under the Umbrella BookstoreminorStrategic or Co-development PartnerLGBTQ+ bookstore that hosts events with Project Rainbow including author events and Queer Poetry Night.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• PFLAG National: Nationwide LGBTQ+ family and ally advocacy organization with hundreds of local chapters. Comparable in mission (LGBTQ+ visibility, family support) but operates at a vastly larger national scale than Project Rainbow's single-state focus.
• GLAAD: National LGBTQ+ media advocacy organization that works to amplify LGBTQ+ stories and representation. Comparable in media-relations strategy (Project Rainbow's earned-media push parallels GLAAD's national press work) but at national scale.
• The Trevor Project: Nationwide LGBTQ+ youth crisis intervention and suicide prevention nonprofit. Overlaps with Project Rainbow's LGBTQ+ youth support work (e.g., Lavender Graduation, mental health resources) but operates a national 24/7 crisis hotline and is far larger.
• Human Rights Campaign: Largest U.S. civil rights advocacy organization working to advance LGBTQ+ equality through legislation and corporate engagement. Comparable in LGBTQ+ advocacy mission; Project Rainbow's visibility work sits adjacent to HRC's policy and corporate-equality focus.

Emerging players

• Point of Pride: Nonprofit providing direct financial and material support to trans communities (e.g., free chest binders, HRT support funds). Comparable as a trans-focused visibility/support nonprofit; smaller in scope than Project Rainbow's statewide operation but mission-adjacent.
• Trans Lifeline: Peer-support hotline run by and for trans people. Mission-adjacent to Project Rainbow's Trans Awareness Week and mental health resources work; comparable as a grassroots, trans-led nonprofit but with a national hotline versus Project Rainbow's local visibility model.

Direct peers

• Encircle: Utah-based LGBTQ+ family resource center that partners directly with Project Rainbow on events like Rainbow Brunch and mental health programming. Comparable in mission scope (LGBTQ+ youth and family support) and geography (Salt Lake City).
• Equality Utah: State-level LGBTQ+ civil rights advocacy organization focused on policy and legislative work in Utah. Complementary to Project Rainbow's visibility focus but directly comparable in mission (LGBTQ+ advancement in Utah) and donor base.
• Utah Pride Center: Long-standing LGBTQ+ community center in Salt Lake City offering programming, resources, and advocacy. Directly partners with Project Rainbow on Trans History Fireside Chats and broader LGBTQ+ events; closest geographic and functional peer.
• SLC Pride: Producer of Salt Lake City's annual Pride festival and year-round LGBTQ+ programming. Partners with Project Rainbow on Pride events and shares Salt Lake City geographic focus and LGBTQ+ community orientation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/project-rainbow

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Project Rainbow