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

The break-even telemarketing aspect to reactivate deeply lapsed donors took place twice, in May and December. HRC also used canvassing with a DADT focus for two months, and the biggest direct-mail pieces went out in April and June. Those DADT-focused mailers were sent mostly to HRC's best direct-mail donors. Tests were also sent to a broader audience but did not do as well. DADT postcards (sent to members of Congress) were also incorporated.