Amnesty International
CLIENT: Amnesty International
PURPOSE: Amnesty International mobilized Canadians to be believers in human rights for all through a year-end campaign focused on one-time gifts that raised $100,000 over the goal.
Believers.
This year-end giving campaign focused on getting new donors during Giving Tuesday, increasing average gift amounts throughout the holiday season, and tax recovery efforts at renewal and second gifts through a mix of email, social, and search marketing.
The performance:
Raising over $100,000 past the campaign’s goal, Amnesty International Canada saw a 30% increase in revenue than the previous year and a 24% increase in the average gift size.
INSIGHT
Human rights work isn’t for the faint of heart. This work can be heart wrenching, emotionally taxing, and requires commitment and belief in the cause that lives deep down in our core. Some folks say there are two kinds of people in the world: there are the pessimists and optimists, the believers and the skeptics, the hopeful and the hopeless. For years, Amnesty has been the de facto leader of a global collective of believers in a world where every person enjoys all human rights.
IDEA
This year-end, we will celebrate the collective attitudes and beliefs that connect Amnesty supporters across the globe. In a season of chaos, when we all need something to believe in — with a powerful and urgent rally cry, we will remind and recruit the collective to believe in their own power to effect world-changing, life-saving work.