We Are the Believers

In a global climate of COVID fatigue, isolation, and unprecedented discourse about social justice, our audiences were hungry for hope and community. Amnesty International mobilized Canadians to join a community of 'believers' in human rights for all through a year-end campaign focused on one-time gifts that raised $100,000 over the goal. This year-end giving campaign focused on getting new donors during Giving Tuesday, increasing average gift amounts throughout the holiday season, and tax recovery efforts at renewal and second gifts through a mix of email, social, and search marketing. Raising over $100,000 past the campaign’s goal, Amnesty International Canada saw a 30% increase in revenue than the previous year and a 24% increase in the average gift size.