Worldwide gay social network Scruff has launch a new ad platform where it is free to advertise for non-profits.
Called Benevolads, it will enable non-profits and community organisations to connect with their LGBT members for free, both locally and globally.
Scruff have reserved 80% of the ad space for local ads.
Founding partner and Scruff’s chief product officer, Jason Marchant, said: “We heard from our members that they were disappointed in the ads placed by our ad partners, and we wanted to give them something better.
“As gay men have moved online and to mobile, it has become critical for non-profits to meet their communities where they gather. Using Benevolads, with just a logo and a headline, any organization can reach their community with mobile ads on SCRUFF.”
Scruff anticipate that in the first year, they will donate around 1bn ad impressions, at a value of $1m.
For the launch of the ad space, Scruff have piloted the program with NYC-based HIV and homeless non-profit Housing Works, and CRUX Climbing, which focuses on building mental and physical strength through rock climbing.
Scruff founder Johnny Skandros said: “Organizations reach out to SCRUFF every day asking for help getting the word out about things like events, fundraisers, and sports leagues. Benevolads enables us to say ‘yes’ to everyone.”
The social network recently hired MWW, a top-five global independent PR firm to head up their media strategy.
The CEO of MWW, Michael Kempner said that their work would include “philanthropic initiatives”.
The gay social network is now inviting non-profits in the US and UK that work with the LGBT to use Benevolads.