How It Gets Better Built a Movement That Endures — and What Nonprofits Can Learn

Photo by Anne Nygård on Unsplash 

Fifteen years ago, It Gets Better began with a single YouTube video. Today, it’s the largest storytelling platform for LGBTQ+ youth in the world, reaching millions across multiple digital platforms. 

That kind of staying power doesn’t happen by accident. It’s the result of clear-eyed mission discipline, a deep understanding of audience, and relentless adaptability. 

I sat down with Executive Director Brian Wenke to talk about the organization’s evolution, the shifting digital landscape, and the real risks they face as a mission-driven nonprofit in a volatile world. What emerged are lessons that apply far beyond the LGBTQ+ space. 

Here are five powerful takeaways for every nonprofit. 

1. Lead With Storytelling, But Keep Evolving 

“We didn’t want to become a giant archive,” Brian told me. “We had 50,000 stories. But young people grow up fast, and platforms change.” 

Many organizations find their first big wave of success through a single campaign. It Gets Better started with personal storytelling at an urgent moment — and it worked. But they didn’t mistake that moment for a forever strategy. 

They moved where their audience moved: from YouTube to TikTok, from long-form videos to short-form storytelling, from centralized content to distributed networks. 

Lesson: Your origin story is not your future. Preserve what worked, but keep asking where your audience actually is right now — and follow them there. 

2. Focus on Belonging, Not Just Messaging 

Brian grew up in central Ohio with no visible queer community around him. “There weren’t queer characters on TV. No one was out at my high school. Just knowing someone like me existed would have mattered.” 

That sense of belonging is what drives the organization today. Whether on Twitch, TikTok, or Instagram, the goal isn’t just storytelling — it’s making sure that when a young person finds them, they see proof that they’re not alone. 

Lesson: Content is not the point. Connection is. In any cause area, belonging is the real product. 

3. Mission Drift Is the Enemy 

We live in an outrage economy. Every nonprofit gets baited to react to the issue of the day. It Gets Better has chosen to focus tightly on supporting youth — not on becoming an advocacy organization or a crisis response machine. 

“It’s easy to get distracted,” Brian said. “But if we’re constantly reacting, we lose sight of what we actually do best.” 

Lesson: Your mission is your shield. Use it to say no to distractions. Clarity protects your impact. 

4. Brand Partnerships Are Useful — But Not Forever 

For years, corporate partnerships made up 70–80% of It Gets Better’s revenue. When corporate America’s appetite for visible Pride campaigns softened, Brian didn’t panic. He understood what those dollars were — opportunistic, not permanent. 

“Not all brand partners come to the table as allies,” he said. “And that’s okay. We have to be honest about that.” 

Lesson: Corporate dollars can accelerate a mission — but they can’t define it. Build them into your model wisely, and be ready when they shift. 

5. Moderation Is Mission Work 

One of the most striking parts of the conversation wasn’t about storytelling at all. It was about moderation. 

On Twitch and other platforms, It Gets Better invests real staff and volunteer time to make sure young people encounter acceptance the moment they arrive. They’ve even built training for volunteer moderators — a rarity in the sector. 

Lesson: The digital space is your front door. Monitor that door with skill and preparation. 

Finally: Stay Beneath the Scroll 

Brian described their digital strategy this way: “I kind of like hovering just beneath the scroll. That gives us freedom to engage young people in meaningful ways.” 

That quiet, sustained presence is what’s kept It Gets Better relevant long after many viral campaigns have faded. Not every nonprofit needs to be the loudest. Sometimes the smartest place to live is just beneath the outrage cycle — focused, steady, ready to serve your audience when they need you. 

Why This Matters for All of Us 

Your cause may be different. Your audience may not be youth. But the principles that have kept It Gets Better thriving are universal: 

• Know your audience — and adapt with them. 

• Build belonging, not just broadcasts. 

• Guard your mission like it’s gold. 

• Use corporate support wisely, not dependently. 

• Treat digital spaces like real spaces, because they are. 

Movements that endure don’t just make noise. They build connection. They hold their center. And they keep going. 

That’s the work. 

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