Human Rights Watch: Giving Tuesday 2019

Challenge

Human Rights Watch investigates, reports on, and exposes human rights abuses in all corners of the world.

In 2019, Human Rights Watch set an ambitious goal of $80,000 to be raised during Giving Tuesday and aimed to integrate their online communications across their email and social media channels.

During last year’s Giving Tuesday, they did not set a concrete goal especially during such a critical time for charitable giving, and that’s where we stepped in.

Solution

FNY led the strategy, copy and design of five emails, landing page, and integrated organic and paid social media during this important time of year.

We utilized urgent and countdown language throughout the design and copy, which included a $80,000 goal and countdown clock throughout the campaign. The design and messaging remained consistent and engaging across all channels.

Results

The campaign surpassed their $80,000 goal in revenue while holding strong KPIs. HRW’s social media channels helped increase reach and engagement throughout the campaign.

"Faircom NY helped us fully integrate our marketing, including planned giving. Faircom has strengthened the core of our messaging. Their copywriters, designers and developers are second to none. Faircom is incredibly strategic, data-driven, and committed to helping us articulate our mission to a broad audience of supporters. They work tirelessly to help us acquire and cultivate new constituents. They have enhanced our marketing – turning our program into one that is a smartly segmented, data-driven, and robust."
Brian Peterson
Director, Legacy and Gift Planning, Human Rights Watch

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