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

The repeal DADT website was a big part in the success. It generated a ton of traffic and clickthroughs for HRC, and the organization fundraised really well on the site with donation links, says Lott.

Another huge success was HRC mobilizing canvassers down to Washington, D.C., during Jon Stewart's Rally to Restore Sanity and Stephen Colbert's Rally to Keep Fear Alive in order to get people to sign petitions and raise awareness for DADT repeal. The canvassers used iPads to sign up people to receive communications on the spot. It was so successful with its clickthroughs and e-mail open rates for those who signed up via the iPads that HRC plans to expand its use of them in its field efforts going forward. The telemarketing also reactivated a good number of deeply lapsed donors.