Amnesty International

Increasing engagement and activism by 1200% in just one month

Amnesty International depends on the active involvement of its members to help to put an end to human rights violations across the globe. They knew that their existing supporters were a connected bunch that could help inspire thousands of others to take action. Needless barriers to entry were stopping their members from doing this and so Amnesty International set about making some changes.

Background

As the world’s largest human rights organisation, centered around the active involvement of its members, Amnesty International’s original platform had resulted in only 50,000 actions being taken in just under two and a half years. They wanted to build an improved Activism Centre that would inspire different levels of action. In order to appeal to a wider audience and allow for varying levels of participation these would relate to current Amnesty International campaigns and include a number of on- and offline actions.

Delivery

We were tasked with making important developments to the pre-existing online community that included updating and improving the community pages to increase user interaction. Our first step was to look at perspectives of the activist user journey and implement new site solutions based on our analysis. We tailored the online community in order to promote past and current user ‘actions’. One tactic we used was to tag the site with figures relating to actions taken, allowing users to see how much community involvement there has been and for what campaigns. We used CiviCRM integration and multilingual content and navigation (including Arabic) to carry out the build.

Impact

  • Over 640,000 actions have been taken in over 200 regions (and counting!)
  • The Activism Centre only took one month to develop.
  • The actions taken have risen by 1200% since redevelopment.