How Amnesty International USA used dynamic personalisation to recover abandoned donations

Charity

USA

37%

open rate

22%

cart recovery rate

click-through rate

CUSTOMER SUCCESS

About Amnesty International

Amnesty International is a global movement of more than 10 million people who are committed to creating a future where human rights are enjoyed by everyone. United by our shared humanity, we know that the power to create positive change is within all of us.

THE CHALLENGE

Re-engage "Action Takers"

Amnesty International USA depends on supporter funding, through memberships, one-off and monthly donations, and fundraising, to carry out its human rights work. Despite on-site pop-ups, some supporters started a donation but left before completing it. The organisation also wanted to re-engage "Action Takers", supporters who browsed a petition but left before completing it or creating a basket.

THE SOLUTION

Cart and browse abandonment

SaleCycle ran cart and browse abandonment email from October 2023, targeting users who abandoned the donation page or exited before completing a petition. Ahead of the November to December peak, an initial cart abandonment campaign launched, triggering an email one hour after abandonment while donation intent was still high.

The team used dynamic personalisation, with tailored templates, personalised messaging, GIFs and videos, to lift engagement. A browse abandonment component was then added to recapture visitors who left before completing a petition.

Intelligence Centre

Activation Suite

Ai Studio

Two Amnesty International emails side by side encouraging donations and urgent action to support human rights, each featuring highlighted text and a prominent yellow call-to-action button.

THE RESULTS

What happened next.

37%

open rate

22%

cart recovery rate

click-through rate

The campaign has delivered strong results for the organisation since its launch over 18 months ago. This has led to the introduction of additional emails and a further browse abandonment campaign.SaleCycle deployed its Intelligence Centre and Activation Suite ineight weeks, with no IT resource required from the Corsair team.One tag connected visitor behaviour, booking signals and CRMdata into a single real-time intelligence layer.

These results show that the cart and browse abandonment emails clearly resonated with supporters. This ultimately led to an uplift in incremental revenue for Amnesty International USA.

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" We have truly enjoyed working with SaleCycle. The team and product have integrated seamlessly into our programme. We continue to be impressed with our ROI and are excited about what the future holds with our partnership."

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