Case Study: Human Rights Campaign

The Human Rights Campaign has had an active online program since the 1990s, but recently dedicated staff time and financial resources to further growing and expanding its member and supporter base. As an organization focused on advancing lesbian, gay, bisexual and transgender equality, its traditional base was largely LGBT supporters. In the last few years, HRC has moved to bring more straight allies into the organization's advocacy work and, in 2010, took that decision a step further and began to focus direct-mail donor-recruitment efforts on straight activists.