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

What allowed HRC to pull this off was it has been using multichannel integration in its campaigns for years.

"It came naturally to our team because we've been doing it," Paine explains. "HRC has been on the leading edge of doing successful integration for the last few years."

"Generally it was more of a shift of the organizational resources," adds Associate Director for Membership Operations Jason Lott. "We just moved a lot of what we might normally be working on and made this an all hands on deck effort. For our fundraising pieces, really we were going on the goals that we had already set forward in our budget. It's just that we were focusing those pieces around DADT."