AMNESTY INTERNATIONAL AUSTRALIA

Finding new ways to illustrate to Supporters the impact their personal donations make to beneficiaries around the world.

THE SITUATION

As part of a larger supporter care strategy, Amnesty approach their responsibilities to send annual tax receipts to supporters as a retention tool; it provides an opportunity to nurture existing relationships by providing an update on what their support has helped accomplish.

This is one of the few campaigns of the year when the focus is not on the need; instead it aims to celebrate the successes of the past financial year. Striking the balance between effectiveness and impact, and ongoing need for support is imperative.

THE SOLUTION

With a primarily mobile first digital approach, the supporter journey started with a teaser SMS, directing to a landing page, with a backup email sent alongside the SMS. As the donor scrolls, personalised dynamic content is pulled in with their name, years of giving, amount they give and the direct impact of their support is profiled. Set against case studies and other issues and successes, the dynamic component creates a personal connection to the fight for human rights.

For those supporters who opt for a hard copy, we translated this content strategy into a booklet and letter direct mail pack, lasering personalised content throughout where appropriate and possible, creating a fully integrated campaign.

“Our digital campaign with Three Blocks Left went off without a hitch, and I couldn’t be more happy with how far their team’s design insights have taken us. It has been fantastic working with the TBL team, I look forward to working together again.”

MARK BRISBANE, DONOR LOYALTY AND RETENTION COORDINATOR
AMNESTY INTERNATIONAL AUSTRALIA