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

The April direct mailer worked really well to the targeted audience as well, but it wasn't all rosy for HRC. The DADT-focused direct mail didn't do so well to a broader audience; it resonated best with HRC's top direct-mail donors. And timing proved crucial with the appeals.

"As far as direct mail, we figured that if we could nail the timing right it can be very successful," Lott says. "Direct mail appeals aren't always successful for us for that reason … but the one that went out in April was very successful whereas the one that we did in June wasn't as successful. The timing was just slightly off because it ended up hitting right after the House voted [on the DADT repeal]. That one didn't do as well; timing is just critical."