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

The contents inside included a two-page letter, a 7-inch-by-10-inch lift note from Erica Alva — one of HRC's biggest spokesmen and U.S. Marine Corps veteran who came out as a homosexual when he retired after 13 years of military service — reply form, premium insert, HRC membership insert and BRE.

The letter, which was sent by HRC President Joe Solmonese, used all the classic techniques: underlined and bold text, short paragraphs, a signature and a P.S. It began in underlined type: "Thanks to your generous past support, the Human Rights Campaign has made major progress in our fight to the repeal the 'Don't Ask, Don't Tell' law." The next paragraph was bold: "That's why I urge you to renew your HRC membership for 2010 today — because we simply cannot win this critical fight and other key battles for equality without you."