Case Study: Human Rights Campaign Don't Ask, Don't Tell Repeal, Part 3

Finally, the reply form had a personal touch, putting the recipient's name on it. It had specified dollar amounts in check boxes, as well as a space to provide a gift in the amount of your choosing. There was also a check box for respondents that wanted to opt out of the premium, along with the HRC URL to make online donations or renewals. Below that were the petitions to the U.S. senators for the recipient to sign, as well as a box titled "Take the Next Step!" Inside that box, HRC gave people the option to receive information about HRC Equality Circle, HRC's legacy gift program, and HRC Partners, the organization's monthly giving program, a great way to upsell and cultivate donors further.