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Pareto Fundraising helps
Amnesty International take activism into the 21st
Century.
By Dan Geaves
 Pareto Fundraising was
delighted to accompany Amnesty International to the recent
Australian Direct Marketing Association Awards, where they scooped
a Silver in the “Alternative Media” category. Dan Geaves,
Account Director and Creative Planner (Pareto Fundraising) reflects
on the highlights of this innovative project…
“The award marked the end of an amazing journey which started
this time last year with a few ideas being bounced around in a
pub.
We wanted to help Amnesty develop a concept that would really
immerse potential supporters into the human rights
cause. And set about creating a life-size replica of David
Hicks’ cell in Guantanamo Bay. The campaign was asking for David
Hicks to be brought home to Australia for a fair trial.
The cell first appeared in Martin’s Place, Sydney on 19th March
2007, before embarking on a nationwide tour of Australia.
Members of the public were confronted with a large orange box in
the street, surrounded by campaign banners, and a sinister,
intriguing soundtrack.
They were encouraged to step inside the replica cell of David
Hicks wherein the cell door would be closed behind them and they
could experience a little of what his life was like. He was held in
his tiny cell for at least 22 hours a day, sometimes shackled,
always with the fluorescent lights on, without an external view,
for five years.
But the concept was created with specific measurable
objectives in mind. Anyone seeing the replica cell
(whether they braved inside or not) was approached by volunteer
advocates to sign a petition on weather proof ‘tablet
PCs’.
This step represented the strategic innovation of the project –
making it possible to achieve accurate and immediate data
collection electronically on the street.
Over 4,000 sign ups were achieved within a matter of weeks
before Hicks’ plea bargaining began. This volume was
comparable with the traditional method, but our approach captured
email addresses and phone numbers more quickly and accurately than
other means, such as direct mail.
All involved not only deserve praise for the results (and
award), but also for treating the campaign as the start of a
supporter relationship rather than a one-off fling.
Congratulations.
As 2007 draws to close, I am certain I’ll be finding excuses to
drag (ahem) my colleagues out once again. If you want to make sure
that your charity’s cause is front of mind as our festive drinking
begins…... You never know what it could lead to”
Pareto exists to make the world a better place, by expanding
the not-for-profit sector’s capacity worldwide to ensure as many
beneficiaries are helped as possible. We use our passion and
experience as experts in data-led fundraising and communications to
help the not-for-profit sector connect people who care with those
in need in the community.
If your organisation is serious about fundraising and
communications (including campaigning) and would like support with
strategic planning and delivery, please contact Jan Chisholm at
Pareto on +61 2 8823 5800 | 