Auditing the digital ecosystem of a historic LGBTQ organization

How a Historic LGBTQ Organization Turned Data Chaos into Clarity

The Challenge

The National LGBTQ Task Force has been leading change for more than 50 years. But even trailblazing organizations can get slowed down when messy systems stand in the way of their mission. For the Task Force, disconnected tools and unreliable data were creating daily headaches. Fundraising and communications teams were spending too much time cleaning lists and troubleshooting errors. Leadership couldn’t get straight answers from reports. And campaigns weren’t reaching their full potential because the tech stack just wasn’t aligned with the strategy. Sound familiar? That’s where Firefly came in.

Sectors

Platform

Services

The Approach

We didn’t just run through a technical checklist. We asked the bigger question: Can the Task Force’s current tech actually support the way they want to engage their audiences?

Our MarTech audit gave us the lay of the land, and then we layered in strategy:

Audience Engagement Map — We connected the dots between priority audiences, fundraising and comms KPIs, and the tech stack meant to support them.
Data Accuracy — We removed more than 20,000 duplicate records, standardized key fields, and reconfigured integrations so teams could finally trust their data.
Standardized Processes — We built a simple governance framework – a playbook for managing data, so staff weren’t reinventing the wheel every time.
Capacity Building — We trained staff not just on the how but the why, so they could run campaigns, measure results, and adapt systems without relying on constant outside fixes.

A large group of people with pride flags outside on a city street

The Outcome

By the end, the Task Force had what every nonprofit team is looking for:

Clarity — A clear view of who their audiences are and how to engage them.
Confidence — Clean, reliable data and KPIs leadership can actually trust.
Connection — A digital ecosystem where tools, strategy, and outcomes finally work together.
Capacity — Staff empowered to run campaigns and focus on the mission, not the mess.

Firefly’s expert Martech analysis provided invaluable insights into our digital ecosystem. Their assessment laid out clear and actionable recommendations that are greatly improving our data management, campaign execution, and staff efficiency. With their guidance, we’ve established a stronger foundation for our marketing and fundraising efforts, strengthening our ability to serve our community.

Cathy Renna

Director of Communications

A thorough MarTech audit doesn’t just track data, it also factors in the people who are using it.

Key Takeaways

Here’s the truth: when your systems don’t line up with your strategy, everyone feels it. Data gets messy, reports don’t add up, and staff get stuck in workarounds instead of doing the work that matters.

Firefly’s audit helped the Task Force flip the script. By pairing strategy (through the Audience Engagement Map) with tech evaluation, we showed where things were working, where gaps were holding them back, and how to fix them.

The result? An audience-led, data-informed ecosystem that gives teams the confidence to fundraise smarter, communicate better, and keep growing.