Email marketing for NGOs: the case of Amnesty International
For non-profit organizations, communication is an activity that goes far beyond simply promoting their brand. More than in other sectors, maintaining direct contact with their supporters is what drives forward daily activities and projects.
The final goal may be donations, but communication strives to achieve much more than that. It is equally important to engage supporters on a daily basis in order to raise their awareness, boost loyalty, and ultimately make them into brand ambassadors.
Together with MailUp, Amnesty International set out an action plan that aims to boost the loyalty of their signatories, create engagement by telling success stories, and use new contact opportunities to encourage users to sign new appeals and make donations.
Through the voice of Valerio Palumbo, Head of Digital at Amnesty International (Italian section), we found out about the advantages of MailUp in structuring effective email campaigns:
“Flexible, fast and intuitive: these are the features of the MailUp platform that really pay off. Thanks to the database filter system, as well as the tracking, analysis, and comparison tools, MailUp lets us filter clusters of contacts and build up a ‘heartfelt’ relationship with our closest supporters”.
The keywords of Amnesty International’s strategy are: clear calls-to-action, emotionally engaging storytelling and smart segmentation of the contact base. When a story has a successful outcome, Amnesty International updates the supporters who had signed the appeal, creating a direct line of communication and promoting an image of transparency and effectiveness by showing their concrete results.
From developing integrations to strategic support, from creating creative concepts to optimizing results.
A practical example is the positive outcome of the story of “Fred and Yves”, who had been imprisoned for trying to engage young people in peace demonstrations in their country. After sending an email petition, Amnesty International got back in touch with those who had signed the appeal to tell them about Fred and Yves’s release.
How did this and other “success” emails perform? Opening rates 30% higher than non-targeted emails and CTORs 25% higher than industry averages. The full data and best practices data are available in the dedicated case study, which you can read here. Enjoy the read!
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