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“A DRTV spot is dominating the home page of this organization, which helps orphaned children,” Johnston says. “[Holmes] is a very popular character, and so we run these online and offline campaigns and they seem to work very well.”

Don’t forget the workhorse
In Fall 2003, the Brady Campaign to Prevent Gun Violence launched a branded online campaign and microsite, the NRAblacklist.com, supported by a print-ad campaign. The microsite featured a petition visitors could sign. According to Johnston, the site had a visitor-to-signer conversion rate of 40 percent and, as a result, increased the Brady Campaign’s e-mail list from 38,000 to 101,257 in less than three months.