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

"The activist file, which is zero- to 24-month activists, it's over 750,000 people, most of whom are straight allies," says Paine. "That is somewhat different than our donor file, which is made up of a lot of different groups of people, but somewhat less of the straight allies."

With all the channels involved, HRC expected a lot of quick response to come online, and it tested different audiences for direct mail. Ultimately, the organization wanted recipients to take direct action in the form of signing petitions in support of the repeal of DADT and writing legislators, as well as donating.