Case Study: Human Rights Campaign Don't Ask, Don't Tell Repeal, Part 4

"What we learned long ago when we first integrated our renewal series is that you have to measure the whole," says Paine. "You can't say direct mail isn't raising as much as it did two years ago, and it's either your agency's fault or your copywriter or whoever is managing the program. You have to say, 'OK, we're raising more money online now. Are we lifting the boat overall in the amount that we're raising?' You have to take those silos down."