Tale of an Integrated Fundraising Effort

Initiating a new online effort, HRC first rolled out The Million for Marriage Web page, to try to grow its e-mail list. After garnering a list of e-mail names, the next question was how to convert them to donors. It went out with several online campaigns on gay marriage, testing, as it still does, to see which techniques are best to convert donors by e-mail. Some areas the organization has tested are subject lines; length of e-mail; length of donation page; using a straight spokesperson vs. GLBT spokesperson; and using a marriage-focused message vs. a general HRC message.