Implementation – harmonization of tools and channels
In order to encourage new, especially young people with an interest in human rights to participate in the Write for Rights campaign, the campaign was advertised in advance via a paid story on Facebook and Instagram. The aim was to arouse curiosity and increase attention to the campaign through advertisements with unusual statements. The ads ran until the start of the campaign on 01.12.2019. After that, the target group was animated to participate in the letter marathon through ads on Facebook, Instagram and the Google Display network.
The e-mails for the follow-up communication for the participants capable of development were sent via ActiveCampaign. An automated journey through the topics “Thank you”, “Courage” and “Success” should convert the participants into donors. The lead-to-donor journey began with three e-mails and a landing page. While the first two mails contained a call-to-action by default, the third mail was only visible to those who had not yet donated. Through integrated engagement scoring, the behaviour of the contacts was measured and the journey continued according to the interaction.
All contacts who had not yet donated after the third email were transferred to a Facebook Custom Audience. This target group received sponsored posts with targeted donation CTAs. Those who showed a high level of interest in the mails and their contents through many e-mail openings and clicks, but could not yet be converted to a donor even after the targeted retargeting on Facebook, were handed over to Amnesty’s telemarketing department.
As a human rights organization, Amnesty International attaches great importance to the issue of data protection. A particular challenge was therefore the transfer of contacts and information to ActiveCampaign. Instead of a petition tool, Amnesty International uses its own forms that are integrated into its CMS. We installed an e-mail parser which retrieved the information from the forms via webhook and transferred it to ActiveCampaign. In this way we were able to avoid manual export and transfer the data in real time and automatically.