Head of Digital Unit
Amnesty International has worked on defending human rights since 1961. Seven million supporters, members, and activists in more than 150 countries and territories are all engaged in campaigns to end serious violations of human rights.
As well as raising its customer base’s awareness through a dedicated email marketing plan, Amnesty International (Italian section) works on signatory users’ loyalty by sending them updates on cases that have been solved thanks to their signatures.
Their objectives pursued through email marketing activities are as follows:
Amnesty International directs its email marketing activities mainly to the collection of signatures. Their plan calls for three newsletter mailings to collect signatures and an editorial newsletter mailing every month. The campaigns are united by a defined graphic identity, clear calls-to-action, and from a storytelling perspective that always has a valuable story at its core.
Additionally, when an issue is resolved positively, Amnesty International updates all supporters who have signed the appeal. This creates a direct line of communication with supporters and helps Amnesty concretely demonstrate the result of a signature, favoring the signing of new appeals and additional donations.
A practical example relates to the positive resolution of the story of “Fred and Yves”, two youth in prison for trying to involve other youth in peace demonstrations in their country. After sending the email petition requesting signatures, Amnesty International contacted those who had signed the appeal (12% of the database) to tell them about the two young men’s release.
This operation was possible thanks to a MailUp platform filter, obtained by crossing the data of the signatures database with the data of the signatories database contacted via email.
Success email OR
Success email CTOR
Success email OR*
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