Case Study: Human Rights Campaign

But it took work

HRC conducted a series of acquisition tests that sliced and diced performance based on number of actions, recency, source, sexual orientation and more. Because of those efforts, HRC learned that self-identified straight supporters who took recent action on a marriage petition for the first time were the most likely to convert through direct-mail acquisition. In addition, those activists who came onto the online file through Facebook — and specifically offers made to Facebook fans to get a free HRC logo sticker — were more likely to respond to direct-mail acquisition.