Case Study: Human Rights Campaign

Now, you just know how much we love data …

But for HRC, the story on successfully converting these activists wasn't just about the data. (Creative directors can feel free to smirk.)

After several years of on-and-off message and creative testing, HRC found a winning message in a package it calls Right Side of History. Developed after a series of surveys and focus groups were completed, the package is an in-your-face, oversized (No. 14), yellow envelope with shocking quotes from prominent politicians on the front and back comparing gays to terrorists and fascists. Inside, the package asks the prospect to sign petitions to Congress urging the end of the Defense of Marriage Act and offers not only an up-front HRC logo sticker, but also the opportunity to receive a "field bag" as a thank-you for a membership gift donation.