Digital relaunch with a modern donation portal

Let's start on a positive note: Amnesty has a digital system landscape that worked satisfactorily for a long time. However, due to the growing size of the organization and a complex organizational structure, there were many digital tools in use that did not interact and were only used across departments. This further fuelled the outdated "silo thinking" and made cross-organizational thinking more difficult. The biggest challenge was the lack of a fully integrated central and cross-organizational database. Because no data basis means no measurability.

Other challenges were rigid and inflexible systems, which led to a high dependency on external service providers, e.g. the configuration of donation forms, but also the flexible design of conversion-optimized landing pages and petition pages. It therefore quickly became clear that a few optimizations were not enough - a structural rethink was needed and, based on this, the introduction of a new digital foundation.

"Growing with challenges" was our motto. The focus of this major digital refresh was therefore on three important systems:

1. A new intelligent database as the foundation (Salesforce CRM)
2. A newly designed donation world with emotional content (getunik NPO theme, incl. content audit)
3. Sophisticated and intuitive payment options for a wide range of donation products (RaiseNow)

The expectations of all Amnesty departments and stakeholders were high and the orchestration of various systems was not easy. Thanks to our very early considerations for the development of a lifecycle strategy together with Amnesty and the development of a data concept taking into account all new systems and interfaces, the course was set for a fresh start. The first step in developing the lifecycle strategy was to gather information on the measures and systems Amnesty was already using to further develop its supporters in the lifecycle. This resulted in the data concept, which forms the basis for the integration of RaiseNow and Salesforce NPSP (CRM) into the new world of donations, and later also for the setup of the Salesforce Marketing Cloud.

The flexibility and the numerous features that the gu NPO theme offers organizations were decisive factors in Amnesty's decision to choose the new donation platform.

• Easy integration of all donation and petition forms with Salesforce
• Issue of personalized donation amounts through Dynamic Donations
• Personalized thank you pages with display of e.g. name and donation amount
• High flexibility in the creation of donation forms, landing pages and petition pages via the backend
• Personalized gift certificate

Also worth mentioning is the idea of being able to make a gift of support for human rights via the new donation page. This allows you to make a gift donation as an alternative to a normal donation. The donor then receives a personalized donation certificate tailored to the occasion as a gift.

So much for the theory. After programming the new donation world and extensively testing the interfaces to RaiseNow and Salesforce, Amnesty was well prepared for existing and future donors. So far so good!

Now it was time to get down to business. The implementation of the donation page was a classic web project and a home game for us with our 20 years of experience in web design. We went interactively from the rough to the detailed concept. Everything we do is always data- and science-driven. As a result, Amnesty's previous content was also given a new look based on our many years of experience and collaboration with our former partner NextAfter. The entire content was combed through page by page and reformulated. Care was taken to ensure that the value proposition was clearly and unambiguously formulated on every page: Why should I donate to Amnesty and not another organization? Donations amounting to 250,000 euros within six weeks speak for themselves. This work has more than paid off.

Lifecycle Strategy - Where are your donors located?

Not all donors are the same. Every organization can gain clarity with a lifecycle strategy. It is not only important in which target group a donor is located, but also in which of the six lifecycle phases. In general, there are several target groups per lifecycle phase, which can be different for each organization. We were able to carry out the donor analysis together with Amnesty. The best basis for developing exciting donor journeys next.

getunik NPO Theme - Customized donation pages

Non-profit organizations need to react quickly and agilely when it comes to donation requests. With the getunik NPO Theme, the focus is on simple operation and easy expandability. It is an in-house development based on WordPress, which we have designed specifically for the needs of NPOs based on our more than 20 years of experience in web development. You therefore benefit from low implementation costs and a high degree of flexibility when configuring your donation forms, petition pages and other features. For Amnesty's new donation world, we naturally pulled out all the stops for the NPO theme. This is the result - Donation World Amnesty International Germany!

Content Refresh - Personal appeals for donations

A website must be informative. But not only that. Ideally, all texts should touch website visitors, make them think and, of course, encourage them to donate. The key question for the content is therefore always: Why should I, as a donor, donate to your organization and not to another? The focus is on the organization's value proposition to potential donors. Always be authentic, exclusive, clear and credible. For Amnesty, we were able to use this basis to rework all texts in the world of donations. Higher click rates were the result. This pleased not only Amnesty, but above all the people who can be helped by the fight for human rights.

After programming the new donation world, the integration with RaiseNow and Salesforce took place and finally the most extensive part: extensive testing! This should not be underestimated, especially in such a complex project with several integration partners. So our advice: plan sufficient energy and resources for this phase! After that, Amnesty was well prepared for existing and future donors.

Amnesty is always working for human rights. Every adjustment that can be made to improve digital performance increases efficiency. This leaves more time and money for Amnesty's charitable work for more dignity, freedom and justice. The introduction of Salesforce has laid the foundation for the general modernization of Amnesty's system landscape. Thanks to the new donation page, Amnesty now has the opportunity to manage its online fundraising itself and independently create conversion-optimized donation landing pages or petition pages. The digital ground has been prepared at Amnesty, but above all, this digital development has led to a rethink throughout the organization, which is important for further digital steps. The next projects were already on the agenda - the setup of the Marketing Cloud, the setup and integration of the new RaiseNow P2P platform and, with the lifecycle strategy, a general "Fundraising & Campaigning" roadmap for the next two years as well as the conception and setup of the first automated donor journeys. Amnesty - to be continued.