Brands in fields such as automotive and health must comply with regulations from various governmental bodies watching over health and safety conditions, but generally speaking there are no restrictions (governmental or otherwise) on branded content in the United States. Just as with publishers of traditional nonbranded content, brands that create and distribute content bearing their names and images are free to communicate as they wish - in part due to the First Amendment work of organisations such as the ACLU.

STAND supports ACLU members’ passions and reflects their ardent personalities and great intellect. The magazine offers a balance of content that is empowering and eye-opening, including a careful mix of issues coverage (“Intended Consequences”); current events (“Watching the Watchers”); opinion (“Ending AIDS Discrimination”); donor perspectives (“Tapping Technology”) and cultural reviews. The design blends evocative illustrations (“Watching the Watchers”); on-trend graphic treatments; and dramatic portrait, news and event photography (“Under Fire”). A welcome resource that donors look forward to receiving, every issue increases their passion for civil liberties and encourages them to continue their support of the ACLU.

The campaign generated over 500 renewals, with a higher average donation than previous targeted campaigns. In addition, it generated more than 90 requests for legacy information, which are estimated to generate in excess of $900,000 in planned gifts for the ACLU.