For just a minute, let's set aside our own personal views about the gay marriage debate and examine it from a messaging standpoint and how the same can be effective for how your non-profit mobilizes supporters towards a specific call to action.'s all about timing. To the right people, with the right message, at the right time. That's the whole premise of effective marketing. In President Obama's case, publicly supporting gay marriage came at the right time. Here's a simple timeline of how his public support was rolled out (some argue that it was very strategic):