Amnesty UK Shell fundraising campaign
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1. The document outlines a three-phase campaign strategy to shame Shell in front of shareholders through advertising and media engagement in order to pressure Shell to reduce gas flaring in the Niger Delta. 2. The first phase involves mobilizing supporters through online outreach to raise funds for advertising. The second phase places ads in major newspapers to further shame Shell at their AGM. The third phase continues engagement through press releases, films and social media. 3. The results included public commitments from Shell to reduce gas flaring, significant media coverage, fundraising success exceeding targets, and perception that the brand revitalized through a bold, confrontational approach.
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Amnesty UK Shell fundraising campaign
- 1. Fund-campaigning (Only slightly better than Fund-paigning or Camp-raising) Shame Shell: invest now
- 7. Shame Shell: invest now
- 8. Landing page special bits
- 9. Shelled out for our ad yet? Email 2 Update Thank Value Urgent Remind
- 10. Shell's embarrassing gas problem Email 3 Update Thank Value Information Involvement Future plans
- 11. Thanks for Shaming Shell Email 3 Thank Value Exciting narrative Impact Hope Determination
- 13. Over 70 blogs and online media pick ups.
- 14. “… the response on Twitter & Facebook has been exceptional. … Biggest online 'splash' we’ve had.” Fiona, Amnesty Online Communities Editor
- 19. “ 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
Editor's Notes
- 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.
- The most we’d ever raised online was £13,000 2 years ago.