Case Study: Human Rights Campaign Don't Ask, Don't Tell Repeal, Part 2

Those communications were targeted at several different audiences. HRC's direct-mail donors skew older demographically, and its online demographic skews much younger compared to most organizations, according to Director of Annual Giving Susan Paine. So the direct-mail pieces were geared more toward older supporters, while online communications went more toward a younger crowd. Further, upon research and census polling of its housefile, HRC discovered that more than half of its online activists are actually straight allies.