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.
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.
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.