Except for the brief AIDS mentions, I never saw Madonna do much for the pride movement before Lady Gaga.
In fact, Madonna used the homophobic "F" word in her documentary.
“I wouldn’t hire f**s that hate women,” she announced in Truth or Dare.
“I kill f**s that hate women."
Lady Gaga started a revolution by attending and walking Pride events, giving speeches and directing them at the president, calling governors to stop Dont Ask Dont Tell and recording the first #1 single to include the words "gay bisexual lesbian transgender".
After Gaga normalized it, Madonna suddenly started speaking up more about gay rights for the first time since late 80s/early 90s. Before that, she was married to a homophobe Guy Richie who got exposed by Madonna's brother. Gay rights weren't really on Madonna's radar until Gaga. She simply used them for money, but didn't do anything to fight for their rights like Gaga.