Amnesty Int'l - Welcoming dialogue

Welcoming new Amnesty members increases loyalty

The challenge
Amnesty International is a growing organization, experiencing massive increases in membership every year. But how can such a rapidly expanding organization manage to give all of its members the needed experience of personal connection – and this before they turn their backs on Amnesty International and seek other organizations to financially support?

The strategy
The new members became involved in an electronic welcoming initiative in which a survey asked for their opinions and motives for choosing Amnesty International as well as what their interests were. An email incorporating the member’s answers was then sent with relevant recommendations, ideas and personal user content. The received answers were also used in future personal communication from Amnesty International to individual users.

Results
The welcoming initiative was very well received:

* 32% of the new members completed the questionnaire

* 6% signed up for text message service

* 16% signed up for email-based membership activities

It is currently too early to properly evaluate the welcoming initiative’s effect on membership withdrawal rates.