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.
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!
(In the interest of full disclosure, Karin Kirchoff works with the Human Rights Campaign on its fundraising programs.) FS