Human Rights Watch: Member Card/Monthly Giving Campaign

Challenge

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

To continue to grow Human Rights Watch’s monthly donor program, we utilized an email campaign to integrate with a direct mail piece that included a Member Card and a gift match.

Solution

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

We emphasized the values that Human Rights Watch fights for and included a mid-email graphic of the Member Card to reinforce integration for those specific audiences.

Facebook Advertising was also utilized, which targeted custom CRM audiences and prospect audiences. Before the  match deadline, we also followed up with audiences in a final ask for donations.

Results

The campaign earned more than $10,000 in revenue while holding strong KPIs, with open-rates and click-rates exceeding industry standard. 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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