GenderCool Project



Highland Park, IL

Tax ID:


Tax-Exempt Status:


Budget (2019):

Revenue: $211,512
Expenses: $142,584
Assets: $77,071


LGBTQ education and advocacy organization

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The GenderCool Project works toward the promotion, elevation, and acceptance of transgenderism and non-binary sexuality among children. 1 GenderCool Project came to public attention in 2022 after email correspondence from within insurance company State Farm was released indicating the company had a partnership with the group to distribute the GenderCool Project materials to community centers, teachers, and libraries. 2


The GenderCool Project has partnered with various organizations to promote its agenda, including Nike. Nike partnered with GenderCool through Play It Out, a national education initiative that supports permitting athletes to participate in sports and teams that reflect their gender identity. Play It Out featured a 30-second commercial to promote these ideas. 3 GenderCool received a $500,000 grant from the Gill Foundation, 4 a private foundation that supports left-progressive public policy efforts related to LGBT and economic issues. 5 GenderCool has also collaborated with organizations such as Allstate, Intel, Dell, HP, Jones Lang LaSalle (JLL), Bayer, Abbvie, and Prudential. 6

The GenderCool Project sells clothing and other merchandise like phone cases, mugs, and bags. 7 It also launched a book series aimed at children 5 years old and older called the GenderCool Collection. There are 3 books in the series: A Kids Book About Being Transgender by Gia Parr, A Kids Book About Being Inclusive by Ashton Mota & Rebekah Bruesehoff, and A Kids Book About Being Non-Binary by Hunter Chinn-Raich. 8

State Farm Controversy

The GenderCool Project had a partnership with the insurance company State Farm that ended after State Farm was the subject of intense public criticism. The backlash began when the right-leaning advocacy group Consumers’ Research received an email where State Farm requested that its agents to assist in providing GenderCool Project books to community centers, teachers, and libraries. Consumers’ Research released an ad campaign titled “Like a Creepy Neighbor,” highlighting the partnership between State Farm and the GenderCool Project. After the partnership drew public criticism, State Farm broke off its partnership with the GenderCool Project. 9


Jennifer Grosshandler is a co-founder of the GenderCool project. Previously, she was a communications consultant working with brands such as Starbucks, McDonald’s, Allstate, and Netflix. She is regularly called upon by the White House to contribute to discussions center on policy related to issues abut transgender and non-binary people. She has spoken at various places such as ABC National News, Northwestern University, Out & Equal Workplace Summit, and the American Academy of Pediatrics annual convention. She graduated from the University of Colorado with a bachelor’s degree in science. 10

Gearah Goldstein is a co-founder of the GenderCool project. She is a diversity and inclusion consultant with a focus on transgender and non-binary policies and procedures with businesses, schools, government agencies, law enforcement agencies, and hospital networks. 11 She has been featured in national media outlets such as the New York Times, Rolling Stone, Chicago Tribune, ABC, CBS, NPR, and NBC. She worked at Chicago’s Center on Halsted where she trained more than 2,000 volunteers. 12


  1. “What We Do.” The GenderCool Project. Last modified January 27, 2022.
  2. Monger, Craig. “State Farm Tries to Backpedal After Transgender Book Backlash.” 1819 News. May 31, 2022.
  3. Robertson, Emily. “Nike Partners With ‘Gender Cool Project’ to Promote Transgender Athletes.” March 21, 2022.
  4. [1] Ring, Trudy. “Gill Foundation Grants $500K to GenderCool to Help Trans Youth.” Advocate. August 13, 2021.
  5. “About.” Gill Foundation. Last modified September 21, 2021.
  6.  “Partners and Supporters.” The GenderCool Project. Last modified June 10, 2022.
  7. “Featured Products.” The GenderCool Project. Accessed June 13, 2022.
  8. “The GenderCool Collection.” The GenderCool Project. Accessed June 13, 2022.
  9. Monger, Craig. “State Farm Tries to Backpedal After Transgender Book Backlash.” 1819 News. May 31, 2022.
  10. “Jennifer Grosshandler.” LinkedIn. Accessed June 12, 2022.
  11. “Gearah Goldstein.” OutGiving. Accessed June 13, 2022.
  12. “Gearah Goldstein.” The Forum on Workplace Inclusion. February 24, 2021.
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Nonprofit Information

  • Accounting Period: December - November
  • Tax Exemption Received: October 1, 2017

  • Available Filings

    Period Form Type Total revenue Total functional expenses Total assets (EOY) Total liabilities (EOY) Unrelated business income? Total contributions Program service revenue Investment income Comp. of current officers, directors, etc. Form 990
    2019 Dec Form 990 $211,512 $142,584 $77,071 $8,170 N $166,491 $44,605 $0 $0 PDF

    GenderCool Project

    Highland Park, IL