LGBTBE Certification for Marketing & Creative Companies

For businesses that are at least 51% owned by LGBT individuals.

Marketing and creative services have a significant diversity gap that certification helps you close. Here's why it matters:

ANA Industry Standards: The Association of National Advertisers' Alliance for Inclusive and Multicultural Marketing (AIMM) recommends that 6.5% of all ad spending go to diverse-owned media by 2025, up from just 1.85% currently. This industry-endorsed target creates urgency among brands to find and engage diverse marketing suppliers.

Fortune 500 Mandates: Major advertisers including P&G, Unilever, GM, and AB InBev have made public commitments to increase spending with diverse marketing partners. These commitments flow through their procurement processes and require certification for tracking.

Holding Company Initiatives: Advertising holding companies like Omnicom and Interpublic Group (IPG) have partnered with NMSDC to advance certification for diverse content creators and media companies, creating structured pathways to subcontracting opportunities.

Authentic Storytelling Demand: Brands increasingly recognize that reaching diverse consumer segments requires diverse creative voices. Certified diverse agencies bring cultural expertise that general market agencies cannot replicate.

Full Spectrum of Services: Diversity in marketing is not limited to advertising—PR, digital marketing, social media, video production, graphic design, market research, experiential marketing, and media buying all have growing diversity spend commitments.

The ANA's December 2024 Certified Diverse Supplier list contains 542 companies, providing a growing but still limited pool of certified suppliers—certification makes you discoverable to brands actively seeking diverse partners.

Must be at least 51% owned by LGBT individuals who are U.S. citizens or lawful permanent residents.

LGBTBE eligibility requires LGBT-identifying ownership plus genuine operational control. NGLCC's review process is modeled on the NMSDC and WBENC frameworks; ownership on paper without real management authority will not pass.

LGBT ownership

• At least 51% owned by one or more individuals who self-identify as lesbian, gay, bisexual, or transgender
• Ownership must be unconditional and not subject to override provisions that effectively give control to a non-LGBT owner
• Ownership interest must be real and continuous, not a nominal or temporary transfer created to qualify
• Owners must be U.S. citizens or lawful permanent residents

Control: management and operations

• LGBT owner(s) must hold the highest officer position (President, CEO, or Managing Member)
• LGBT owner(s) must control day-to-day business operations
• LGBT owner(s) must make long-term strategic decisions including hiring, major expenditures, and client contracts
• Management authority cannot be effectively delegated to non-LGBT individuals through employment agreements or informal arrangements

Business requirements

• For-profit enterprise operating in the U.S.
• Independently operated, not a subsidiary or affiliate where a non-LGBT parent entity exercises control
• Demonstrated business activity: real clients, contracts, or revenue
• No specific years-in-business minimum, though very new businesses may be asked for additional evidence of operations

Step 1: Decide on the fee or the chamber waiver before you start NGLCC's portal FAQ lists a $899 certification fee and a $499 recertification fee, non-refundable, and waives both for applicants who submit proof of current membership in their local affiliate chamber of commerce. Compare that fee with your local chamber's dues before you apply; you do not have to be based in the chamber's city to join it.

Step 2: Gather documents before opening the application Collect everything before you start: articles of incorporation or organization, operating agreement or bylaws showing the LGBT owner's percentage and management authority, stock certificates or membership ledger, government-issued photo ID for the LGBT owner(s), three years of business tax returns (or all available years for newer businesses), a current profit & loss statement and balance sheet, business license, and a representative sample of signed contracts or purchase orders. Having documents ready prevents mid-session interruptions.

Step 3: Create your NGLCC account and complete the application at nglcc.org Start at nglcc.org/certification, which sends you to the NGLCC portal at nglcc.gob2g.com to create your business profile, and work through the full application. The application covers ownership structure, management authority, financial overview, and business capabilities. Answer precisely and consistently; reviewers compare your answers directly against your supporting documents.

Step 4: Upload your document package Upload all documents gathered in Step 2. Label files clearly (e.g., "OperatingAgreement_2024.pdf" rather than "document1.pdf"). Mislabeled or incomplete uploads are the most common reason NGLCC staff issue follow-up requests that delay processing.

Step 5: LGBT identity declaration You self-certify your LGBT identity. NGLCC does not require third-party documentation of sexual orientation or gender identity. Your declaration is treated as confidential.

Step 6: NGLCC review and virtual site visit NGLCC staff check that the file is complete, then an NGLCC-trained site visitor holds a virtual site visit with the majority owner at a scheduled time to corroborate the application. NGLCC's FAQ calls the site inspection a mandatory part of initial certification. Respond promptly to scheduling requests.

Step 7: Certification decision The National Certification Committee meets monthly and makes the final decision. NGLCC's FAQ puts processing at 60 to 90 days once it has a complete application; an incomplete file delays it. Once certified, you're listed in the NGLCC supplier database and can begin using the LGBTBE mark.

Federal Opportunities

Government agencies contract for marketing and creative services:

• General Services Administration (GSA): Government-wide marketing, communications, and advertising services contracts
• Department of Defense (DoD): Military recruitment advertising, public affairs
• Department of Health & Human Services (HHS): Public health campaigns, health communication
• Census Bureau: Outreach and advertising for national census and surveys

Key Contract Areas

• Public affairs and strategic communications
• Advertising and media buying
• Graphic design and branding
• Video and multimedia production
• Social media management
• Website design and development
• Market research and focus groups
• Multicultural outreach campaigns

Contract Vehicles

• GSA MAS (Multiple Award Schedule) for advertising and marketing
• Agency-specific BPAs for communications support
• 8(a) sole-source contracts for marketing services up to $4.5M
• Agency small business set-asides

State and Local

State tourism offices, public health departments, economic development agencies, and transit systems all contract for marketing and communications services, often with diverse supplier requirements.