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

The direct mailer HRC sent in April as an appeal, renewal and acquisition test was sent in a No. 10 envelope that just begged to be open. It had the teaser "Time Sensitive Petitions Enclosed" in blue ink inside a yellow bar, and below that to the right of the address window was the text "URGENT RENEWAL REMINDER" in a stamp-like blue font. (It was versioned for the renewal, appeal and acquisition with slightly different language.) And it was also branded with the Human Rights Campaign logo in the return address field. On the revers side of the outer envelope, HRC tried something new. For the first time, it showed an image of the premium it had created, a dog tag keychain with the text "REPEAL DON'T ASK DON'T TELL" on it, which was below the HRC address information and www.hrc.org URL (which was on the flap). Next to that was more blue text inside a yellow bar, just like the front: "Make a Statement! Special Offer Inside …"