Become an email & SMS marketing pro

Subscribe to get news, tips and updates delivered to your inbox.

Notify me on Messenger
5 minutes

Amnesty International has been defending human rights since 1961. It has seven million supporters, members and activists across more than 150 countries and regions. Together, MailUp and Amnesty International use email to build lasting relations with donors and supporters.

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.

Read the Amnesty International case study

Amnesty International MailUp

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.

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!

Liked this article? We have plenty more in store for you.

Subscribe to get news, tips and updates delivered to your inbox.

Read also

Email preheader: what it is, what it is used for, and some best practices

A guide to email summaries: that small and strategic piece of text that can drive open rates and consequently CTRs and conversions.  Preheaders, summaries, Johnson boxes, ...

Read more

Email Checkup: Say Goodbye To Tiny Yet Fatal Technical Errors

One glance at checkup and you can discover the "health status" of your message, and identify how to remedy any critical issues. All this to ...

Read more

All about Valentine’s Day emails, from creativity to strategies

How to maximize the opportunities offered by Valentine's Day, with 6 different creative ideas and 6 strategies for increasing conversions. With Valentine's Day just around the ...

Read more

5 Effective Strategies for Event Reminder Emails

Event planning isn’t for the faint of heart. The most stressful part is also the most important: getting people to want to show up (in person or ...

Read more

Email Marketing for Tourism: A Strategy in 5 Steps

The so called Traveler Journey, in the Tourism industry, can be broken down into 5 micro-moments. Shape the perfect Email campaign for each and every ...

Read more

Improving Email CTR: 5 Ideas Worth Trying

It’s not a matter of setting out universal rules that work for everyone; instead, it’s about considering certain valuable perspectives from which you can analyze ...

Read more