I usually try to break down the source of their 'fears', then try to dismantle it patiently, eg if they're afraid of them queers etc., ask if they've ever met one, and would like to learn to understand it better. Asking, without judging much in their face. It's tiring though, but I feel it helps in them turning from "passive ally" to "active ally", by lack of a better word.

But the way I look at it, all that contributes to spreading awareness and pushing back on hatred, helps. Negativity helps in futility, futility creates lack of action. So I try to look at what has improved.