Case Study: Human Rights Campaign

The combination of this new, standout creative and the list segmentation strategy that focused on engaging straight activists proved to be a winner. In the first test of this strategy, the Right Side of History beat the existing "straight ally" control by 63 percent!

So what are you waiting for? Build that online file, strategically test the names in the mail, look to new channels to feed the old ones, test "out of the box" creative. And then let us know if we should profile your case study in our next column!