Case Study: Human Rights Campaign

So you've built a universe of online activists who subscribe to your e-newsletter. Maybe they take action on your behalf — signing online petitions or calling their members of Congress. And once in a while, you probably send them an e-mail asking for a donation too.

Good — that's a great start!

But if the vast majority haven't donated, how can you further engage these important supporters and convert them into donors? Is this your big chance to recruit the elusive "younger donor" your board is looking for? Is direct mail an option? (Do "young people" read direct mail?) If so, should you treat them like donors and mail them appeals? Or perhaps include them in your annual renewal series? What about direct-mail acquisition? (Note: We wrote about using telemarketing to convert online activists to donors in the March issue.)