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1 Executive Strategy Brief: The Trevor Project (Author Name) (Author Affiliation) (Course Number and Name) (Instructor Name) (Due Date)

2 Executive Strategy Brief: The Trevor Project Introduction to the Organization The Trevor Project is a prominent non-profit organization in the United States that provides suicide prevention and crisis intervention services to lesbian, gay, bisexual, transgender, and questioning individuals (Lecesne & Rajski & Stone, 2012). The program is beneficial for a multitude of reasons but, most importantly, the program helps to save lives of vulnerable people in this population, making in an indispensable tool for the provision of services and personal development of those affected. This leads to better fulfilment for future generations and helps in improving quality of life of the individual and that of their family and friends. Thus, the Trevor Project is beneficial in many different respects. The organization mainly targets young individuals, which the Trevor Project defines as young people under 25 years. It also offers resources and guidance to educators and parents to foster an enabling environment for LGBTQ+ individuals characterized by inclusivity, acceptance, and safety for all youth regardless of their location (Lecesne & Rajski & Stone, 2012). The Trevor Project saves many lives daily via the Trevor Lifeline using a confidential and free lifeline that avails trained counselors to distressed LGBTQ+ individuals. Besides, it achieves its goals of providing suicide prevention service and crisis intervention via advocacy, online resources, educational materials, and in-school workshops (Kuehn, 2013). The White House feted the Trevor Project as a "Champion of Change" for its leadership and innovation in suicide prevention. Thus, the organization plays an instrumental role in crisis intervention and suicide prevention across the United States using a series of innovation and leadership skills. The project has registered significant growth in the number of crisis contacts served annually since its inception. The primary goal of the organization is to pursue a sharper growth

3 between the 21st and the 23rd financial years to enable it to reach a capacity of 1.8 million crisis contacts. The organization is creating a quality and inclusivity program that will help more LGBTQ young people to feel welcome as cited by Parks (2018). The Trevor Project is investing heavily to come up with programs that are more aligned to the national youth demographics and maintain high-quality services that will be more appealing to the youth (Shemberger, 2017). The Trevor Project in its relentless nature is seeking to incorporate and augment IT, training, data, and assessment systems with the aim of setting the organization's staff and counselors up for sustained success in the coming years (O’Regan & Choe, 2019). The organization is futuristic and continues to model its way through creativity and embracing new technology that is in line with the modern-day youths. The organization has laid down a foundation and plan on how to support LGBTQ youth across America and beyond in the future. Change Strategy Statement Since its inception, the Trevor Project has continued to play an instrumental role in the lives of LGBTQ+ youth via suicide prevention services and crisis intervention. As of 2020, the organization has gained important inroads in community outreach. Last year, it managed to directly serve over 150,000 crisis contacts via TrevorText, TrevorChat, and Trevor Lifeline. The figure is a considerable increase from the previous two years (98,000 in 2019 and 65,000 in 2018) (Paley, 2021). Secondly, 786 volunteers engaged young people, with 20 states in the U.S. safeguarding its youth from conversion therapy. Besides, the organization grew its TrevorSpace.org user to over 300,000, implying more engagement with LGBTQ+ youth globally with their peers. Also, its 2020 National Survey on LGBTQ Youth Mental Health comprised over 40,000 LGBTQ+ (Paley, 2021). Its work in the 2020 financial year culminated in over 37 billion media impressions. It also managed to educate over 8,000 youth-serving adults via its

4 Lifeguard Workshop training program, increase its research base on issues affecting the group, and train more volunteers via its asynchronous training platform to address the unique challenges of LGBTQ+ youth, including improving their mental health and overall wellbeing and de- escalate suicidal thoughts, and reduce suicide rates in the group. The Trevor Project, the largest suicide inhibition organization for the LGBTQ youth across America has revealed various strategies it is employing to ensure its goal of mitigating the suicide rate among the LGBTQ youth is achieved (Project, 2021). The organization publicized a new brand identity which included a reinvigorated color palette, website, imagery, and logo (Cluley, Green & Owen, 2020). The new brand identity was created in partnership with Kettle, a resourceful agency, and strategically revealed during Suicide Prevention Awareness Month. The evolution of the brand comes at a time when the entire country is being sensitized on suicide cases and embeds its message, assignment, and obligation to its core demographic, the LGBTQ youth, under 25 years (Shin, Ge & Qin, 2017). Since it was founded in 1998, this was the first time the organization has changed its brand identity. According to the CEO of the organization, Amit Paley, the brand has been refreshed to bear the spirit of boldness, authenticity, and passion in creating a better future for the LGBTQ youth. The CEO indicated that the brand refresh was more than a new feel and look but a start of a new chapter for the Trevor Project (Theriault, 2020). The new edition of the organization will enable it to scale and reach more people across the country, that are in need of its services. The new identity of the organization and a website are enthused by the vibrant and rich LGBTQ youth culture but have preserved the bequest and its ethos as cited by Jackson et al. (2020). The updated logo consisting of an elevated and fresher signature orange color is envisioned to

5 petition more to the LGBTQ youth and maintain the strength and credibility of the organization as a leader in allyship, policy change, investigation, and education. The organization has incorporated new website features that have improved user experience created with a specific intention of appealing to the LGBTQ mind. The website has created a conspicuous "Reach A Counsellor" button which ensures that the LGBTQ young people will easily access the services offered to mitigate the suicide rate (Conine et al., 2021). The website also has a “Quick Exit” button which permits young people who are unwilling to disclose their LGBTQ identity to close and quickly delete their traces to the website from the browser history (Project, 2021). It is imperative to indicate that the organization is mindful of the safety of LGBTQ young people and wants to make them safe and well protected. Strategic Communications and Marketing Plan/Campaign Marketing a nonprofit organization is a highly complex process because it entails identifying variables that are not common for typical organizations, like dealing with stakeholders who want value addition rather than profits. For nonprofit organizations, the goal is to address important societal or community issues like health, nutrition, hygiene, environment, and other variables (Jaskyte et al., 2018). These organizations need to be able to balance between the interests of the general public and any other stakeholders who have a role to play in the success of the nonprofit organization. For a typical nonprofit organization, the typical approach is to identify an issue of concern and work with stakeholders in the process of improving the lives of people comprehensively. The approach is designed to ensure that vulnerable groups like the impoverished, minority races and ethnic groups, young people, children, women, and people with disabilities do not suffer as many negative outcomes as they do without any support. In the process of involving as many people in communities as possible, the utility of nonprofit

6 organizations can be improved considerably. Marketing of nonprofit organizations can be useful in finding more funding for the organization itself, as well as enabling the organizations to reach more of the people who are supposed to be their beneficiaries. The marketing approach can take a wide range of forms considering the increasing importance of digital media like social media on modern-day interactions among people and between people and organizations. The change means that The Trevor Project can adopt a wide range of approaches in its marketing strategy, but it should include digital communication as the main tool. Through digital communication, the organization can take advantage of globalization and give itself the chance at reaching as many potential customers and donors as possible regardless of their geographical location. Considering how challenges like the COVID-19 pandemic have disrupted the life of all people across the world, the services of The Trevor Project and others are necessary (Valiente et al., 2021). The organization focuses on suicide and crisis prevention among young people who identify as LGBTQ+, an important challenge that needs to be embraced and addressed in detail. With its multiple initiatives, the organization has been beneficial to the lives of many, but it needs to embrace better marketing approaches in order to expand its ability to reach even more people. In this project, the focus is on how The Trevor Project can improve its mental health impact for LGBTQ+ youth in regard to the challenges they face in their day-to-day lives, and the impact this has had on their mental wellbeing. The advent of the internet and social media ushered in the digital age revolutionized business communication and marketing. The development of tools, including YouTube, Pinterest, Facebook, Twitter, and Instagram, transforms client relationships. According to Kotler and Opresnik (2018), client-engagement marketing encourages direct, continuous, and

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