Case Study: Human Rights Campaign

HRC learned a lesson that has been applied for years in the mail and on the phones — recency is key! Activists were more likely to convert to donors on the Right Side of History package if they not only had taken action in the last year — but were also "new to file" in the last year (a new dimension when considering recency). Further, those who had taken action in the last six months were 15 percent more likely to donate through the mail than those whose last action was seven to 12 months ago. Facebook names performed 24 percent better in response than "regular" activists in the mail — likely because they were already engaging with HRC in two channels and, therefore, more dedicated to the cause.