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20NTC Session Proposal

How to Reach Under-Represented Communities and Inspire Engagement Online

Submitted by: Carolyn Hunt | PRIDEnet


There’s a bias in marketing, and even the most well-intentioned nonprofits can fall victim to it. From the photos we choose to the language we use, our marketing messages often don’t feel like they’re intended for everyone. Learn how PRIDEnet and the National Sexual and Gender Minority Engagement Network used digital ads to reach and engage under-represented individuals within the LGBTQ community in health research. From getting community feedback to testing creative that resonated with target audiences, learn how to develop inclusive ads that speak to diverse audiences for stellar results.

Learning Outcomes

  • How to develop a smart Facebook ads strategy for reaching specific under-represented communities
  • How testing your ad creative can provide insight into overall communications (and channel engagement)
  • Incorporating community feedback – at all stages of your marketing campaign.


Social Media


Mahri Bahati

LGBTQ Community Engagement Specialist

PRIDEnet - Stanford University

Mahri Bahati, MPH is a creative and passionate public health professional with extensive experience across the HIV/AIDS continuum of care, including anti-retroviral medication access, HIV prevention and surveillance, harm reduction, and community mobilization. Most recently she worked for MPact Global Action for Gay Men’s Health and Rights where she developed and managed a global capacity building project to facilitate organizational development and build self-sustainability for trans-led organizations throughout the global south. Her professional interests include sexual and gender minority health equity, HIV treatment adherence, PrEP access, and the prevention of sexually transmitted infections.

Mahri earned her Master of Public Health degree at the University of Kentucky in 2013, with a focus in Epidemiology. As an undergrad, she began volunteering with local HIV/AIDS non-profits which sparked a professional interest in public health along with a lifelong interest in volunteering and community organizing.

Jenn Lejano

Partner (Chicago, IL)

Fresh Eyes Digital

Jenn has been proud to work with innovative organizations and companies on their digital programs for over 15 years. A marketing and fundraising professional with deep experience in lead generation, management, donor conversion and acquisition, Jenn has developed strategic, creative communications and marketing campaigns for mission-driven organizations to help them reach their goals. Jenn is thrilled to help nonprofit organizations create outstanding relationships with their donors and prospects through meaningful engagement on multiple digital channels.

Darren Arquero

LGBTQ Communications Specialist

PRIDEnet - Stanford University

Darren Arquero, MA uses the power of storytelling to advance multidisciplinary research for strategic communications and impactful change. With a decade of nonprofit experience, he serves as the LGBTQ Communications Specialist for PRIDEnet.

Prior to joining the PRIDE team, Darren served as a Butler Koshland Fellow to Kate Kendell at the National Center for Lesbian Rights (NCLR) where he focused on strategic messaging through a broad range of issues affecting LGBTQ people and their families, including nondiscrimination in employment and the transgender military ban under the Trump administration. Through NCLR’s Born Perfect campaign to end conversion therapy, Darren successfully secured coverage for conversion therapy survivors in national news and media outlets including The Advocate, Teen Vogue, and Colorlines.

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March 14, 2019


3:00pm – 4:15pm

CFRE Credits

NFR - 1.25

Collaborative Notes

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Session Evaluation

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