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Amnesty UK Shell fundraising campaign

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Amnesty International UK
Amnesty International UK
News & PoliticsTechnologyDesign
1 of 19
Fund-campaigning (Only slightly better than Fund-paigning or Camp-raising) Shame Shell: invest now
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Shame Shell: invest now
[object Object],[object Object],[object Object],[object Object],[object Object],Shame Shell: invest now
[object Object],[object Object],[object Object],[object Object],[object Object],Shame Shell: invest now
[object Object],[object Object],[object Object],[object Object],[object Object],Shame Shell: invest now
Shame Shell: invest now ,[object Object],Maximise Gift Maximise click thru’s
Shame Shell: invest now
Landing page special bits
Shelled out for our ad yet? Email 2 Update Thank Value Urgent Remind
Shell's embarrassing gas problem Email 3 Update Thank Value Information Involvement Future plans
Thanks for Shaming Shell Email 3 Thank Value Exciting narrative Impact Hope Determination
 
Over 70 blogs and online media pick ups.
“… the response on Twitter & Facebook has been exceptional. … Biggest online 'splash' we’ve had.” Fiona, Amnesty Online Communities Editor
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Shame Shell: invest now ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Outcomes
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Shame Shell: invest now
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Shame Shell: invest now
“ It's been one of those days when I really really love working here. It's been a fantastically joined up piece of work” - Head of Campaigns

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Amnesty UK Shell fundraising campaign

Editor's Notes

  1. We hypothesised that this type of ask was more a a micro giving ask, whereby we plan to get as many people as possible giving us small gifts, but then we thought how can we get people to give us even more. 12% open rate, 23% CT.
  2. The most we’d ever raised online was £13,000 2 years ago.