The combined buying power of the LGBTQ community is 917 billion dollars according to the most recent study by Witeck Communications as cited in USA Today. June seems to be the perfect season for getting the attention and business of LGBTQ folks, with a whole month of events and celebration of history in the community. However, capitalizing on the success of a movement towards supporting LGBTQ rights isn’t as simple as adding a rainbow to your business logo. In fact, many would say that “capitalizing” isn’t the right word to use when it comes to pride month campaigns from businesses.

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We should note that 78% of those surveyed by the LGBTQ reseach firm, Community Marketing & Insights, said they tend to support companies that market and support the LGBTQ community. With that being said, garnering brand loyalty from LGBTQ folks is not as simple as jumping on the rainbow bandwagon.

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In an article on the entrepreneurial magazine website Inc.com titled “The Biggest Mistake Brands Make With Pride Month Campaigns” the concept of marketing towards the LGBTQ community but not explicitly supporting it was criticized. Showing support, as it would seem, doesn’t just mean changing brand colors for a month but also means supporting non-profits and finding other ways to positively impact the community.

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Many of the aforementioned 78% of people who support pro-LGBTQ companies are looking for brands that take a stance on issues, wether by showing their support by posting pro-LGBTQ social media posts or being vocal about donating to impactful causes. Articles like the Inc.com feature are heralding a trend of communities noticing which companies are just turning out sparkles and rainbows for Pride and which companies are operating with a bigger purpose.

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Take a play from the books of Absolut, American Eagle, ASOS, The Gap, Shake Shack, MAC, Sephora, Nordstrom, AXE, and Ben & Jerry’s. These are all brands who have been vocal supporters of LGBTQ rights or have donated a portion of Pride month sales to pro-LGBTQ organizations like The Trevor Project & Human Rights Campaign. Many of these brands were listed in a Huffington Post article called “Brands Celebrating Pride By Giving Back To The LGBTQ Community.” Articles like the one in HuffPost mean that brands that are operating with purpose are getting no lack of notice for their support of the LGBTQ community.

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Next Pride month, before your brand changes into that rainbow logo, look up your local pro-LGBTQ organization to find out what you can do to help. Anything from a well-timed staff volunteer day to a limited edition item that gives back a portion of proceeds to the community will help bring meaning to your celebrating with the LGBTQ community all month long.

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Keeping a straightforward message that aligns with brand actions is the best approach to celebrating Pride month with the LGBTQ community. Your efforts will likely be met with returning support from those you lend a hand to.