We increased engagement and activism by 1200% in just one month, by building an improved Activism Centre for the world's largest human rights organisation; Amnesty International.
Amnesty International depends on the active involvement of its members to help to put an end to human rights violations across the globe. They knew that their existing supporters were a connected bunch that could help inspire thousands of others to take action. Needless barriers to entry were stopping their members from doing this and so Amnesty International set about making some changes.
As the world’s largest human rights organisation, Amnesty International’s original platform had resulted in only 50,000 actions being taken in just under two and a half years.
AIMS AND OBJECTIVES
They wanted to build an improved Activism Centre that would inspire different levels of action.
In order to appeal to a wider audience and allow for varying levels of participation, these would need to relate to current Amnesty International campaigns and include a number of on and offline actions.
BrightLemon were tasked with making important developments to the pre-existing online community, which included updating and improving the community pages to increase user interaction.
WHAT WE DID
Our first step was to look at perspectives of the activist user journey and implement new site solutions based on our analysis. Then we tailored the online community, in order to promote past and current user ‘actions’.
One tactic we used was to tag the site with figures relating to actions taken, allowing users to see how much community involvement there has been and for what campaigns.
We used CiviCRM integration and multilingual content and navigation (including Arabic) to carry out the build.
Over 640,000 actions have been taken in over 200 regions (and counting!)
The Activism Centre only took one month to develop.
The actions taken have risen by 1200% since redevelopment.
The original Take Action facility on Amnesty.org presented users with needless barriers-to-entry, resulting in only 50,000 actions being taken in just under two and a half years. In the two months since launch, the number of actions has nearly doubled, reaching 96,000 actions at the time of writing, a rise of approximately 1200% compared to actions taken prior to redevelopment.” - Kinda Youssel Al-Lama, Project Manager at Amnesty International