Deeply Committed
Finding ways to retain and grow supporter commitments to Amnesty International.
Amnesty NZ set out to improve its balance sheet while growing enthusiasm and volunteering among its advocates. The focus of the project was learning from supporters where the source of their commitment lay and how they might enjoy a stronger connection to this International human rights organisation.
We collected customer stories from customer-facing teams, stood up a user types hypothesis based on the customer stories, ran a large workshop where supporters traced their own path into and away from Amnesty, iterated on then sense checked user types against market research data, and held a public design jam for non-supporters to test assumptions and examine patterns and new combinations for Amnesty’s existing messaging.
While we discovered that supporter commitments were deeply personal and stemmed from important life experiences, there were strong themes about sense of involvement in mission progress while having life-stage related limits respected in terms of time and money available. Together with Amnesty we then defined service criteria and new customer journeys as guidelines to the development of campaigns and marketing.
Project components:
Independent project: Max Adler Ltd. Collaborators: Mikaela Barber, Jared Gullet
Client: Amnesty International NZ
2013
Amnesty NZ set out to improve its balance sheet while growing enthusiasm and volunteering among its advocates. The focus of the project was learning from supporters where the source of their commitment lay and how they might enjoy a stronger connection to this International human rights organisation.
We collected customer stories from customer-facing teams, stood up a user types hypothesis based on the customer stories, ran a large workshop where supporters traced their own path into and away from Amnesty, iterated on then sense checked user types against market research data, and held a public design jam for non-supporters to test assumptions and examine patterns and new combinations for Amnesty’s existing messaging.
While we discovered that supporter commitments were deeply personal and stemmed from important life experiences, there were strong themes about sense of involvement in mission progress while having life-stage related limits respected in terms of time and money available. Together with Amnesty we then defined service criteria and new customer journeys as guidelines to the development of campaigns and marketing.
Project components:
- User Research: collecting stories from customer-facing teams
- User Types: presented as persona stories
- Experience Mapping: supporter journeys
- Concept Catalogue: range of ideas anchored into core concepts
- Future Scenarios: post-intervention supporter journeys to imagine the future experience
- Service Criteria: guidelines for future campaigns and marketing
Independent project: Max Adler Ltd. Collaborators: Mikaela Barber, Jared Gullet
Client: Amnesty International NZ
2013