Case Study: Human Rights Campaign Don't Ask, Don't Tell Repeal, Part 1

So HRC set out on a multichannel campaign with the goal of getting activists to take action — write legislators, sign petitions, spread the word — to repeal DADT and raise funds for HRC so it could put all its efforts in the fight. That strategy involved using every form of direct marketing you can image. HRC sent out steady streams of communication via direct mail, e-mail, social media, mobile, canvassing, e-philanthropy, merchandising, field work, tours, telemarketing and advertisements. It was about as exhaustive as a direct mail fundraising, advocacy and activism campaign gets.