Amnesty International is a global human rights movement. It aims to protect individuals whose justice, freedom, truth, or dignity is at risk. With over 10 million global supporters in 150 countries, it’s now the world’s largest grassroots human rights organisation.
Since the organisation’s inception in 1961, it has played a pivotal role in helping to overcome global human rights injustices. This included a decades-long campaign that led to the abolishment of the death penalty in two-thirds of countries across the world.
Duration: October 2023 – present
Target audience: Users who abandon the donation page or exit before completing a petition
Ahead of the organisation’s peak period from November - December, an initial cart abandonment campaign was launched.
Once a user had left the donation page on Amnesty International USA's website, an abandonment email was triggered. To strike while donation intent was still high, the emails were sent one hour after abandonment.
For these emails, our team implemented dynamic personlisation elements to increase engagement. This included tailored email templates with personalised messaging, GIFs, and videos.
Building on the cart abandonment campaign, a further browse abandonment component was introduced. The emails aimed to recapture visitors who abandoned the website before completing a petition.
