M+R has helped the Human Rights Campaign (HRC) develop and implement a highly successful online advocacy and fundraising program. As part of that work, in 2007 M+R helped HRC re-envision its traditional end-of-year membership renewal strategy by designing an integrated online/offline campaign that we called "2008: The Year to Win."
M+R overhauled HRC's old strategy with a six-week integrated membership drive that targeted all of HRC's supporters with tailored messaging, from prospects to lapsed members to current members up for renewal. The campaign set a goal: 2,008 new members and 2,008 renewed members by January 28, 2008. After surpassing this goal, HRC increased it and then sailed through the new goal as well!
We tested a number of new elements to increase response rates and drive results, including a premium, a "lightbox" splash page, cultivation emails, and an online holiday card and video. We also integrated direct mail and telemarketing solutions to reinforce the "Year to Win" theme. HRC's blog, e-Newsletter, home page, and text messages ensured supporters were seeing promotions everywhere.
The end result? With M+R's help, HRC more than doubled the amount of online contributions raised through its end-of-year campaign to more than $500,000!
For an example of another online campaign we've launched with HRC, check out our case study on End the Lies!
