Situation
Amnesty International’s fundraising team supported its global human rights mission through a broad and growing mix of campaigns and donation sources. As activity expanded, however, systems and processes became increasingly complex.
The team needed to address several challenges:
- Constrained team, the fundraising team couldn’t leverage data and automation. The data team were busy in manual scripting and processes.
- Fundraising processes were inconsistent across donation types, making it difficult to manage one-off, regular, major giving, bequests and grants within a unified view of the supporter.
- Manual effort was required regularly across key steps – costing a lot of people time.
- Constrained performance reporting – Campaign and appeal tracking lacked a consistent structure, limiting segmentation capability and clear ROI analysis.
- Data imports from bank transfers, direct mail, petitions and face-to-face fundraising were largely manual, increasing administrative effort and the risk of delay or error.
- Payment processing and reconciliation workflows were time-intensive and difficult to scale.
- There was a lock of alignment with the wider Amnesty teams and missions
- Not optimising donor revenue – they wanted to accurately track active supporters, monitor the health of regular giving including lapsed and auto-cancelled donations, understand cancellation trends and save rates, and gain clearer insight into revenue growth and operational efficiency.
- Old technology – Their tech suite of ThankQ, Adestra, Flo2Cash, Voyager, Microsoft forms couldn’t be scaled, unified and activated/automated
To sustain growth and improve operational efficiency, Amnesty International required a connected and scalable fundraising platform.
Solution
Amnesty International partnered with GravityLab to implement Salesforce Agentforce Nonprofit ( Nonprofit Cloud ).
All fundraising streams were brought together within a single CRM environment, supported by clear governance and security controls. A redesigned campaign structure improved segmentation, reporting and donation tracking.
Many time consuming areas were automated. Import processes across bank transfers, direct mail, petitions and face-to-face channels were automated to reduce manual handling. Flo2Cash was integrated to streamline payment processing and reconciliation, including end-of-year receipting.
Automated engagement journeys and personalised supporter communications were implemented via Marketing Cloud. These results are tracked against results to optimise revenue at a donor and campaign level over the long-term.
Data is leveraged – Salesforce tracks every transaction, donor engagement, campaign attribution. Decision making is now supported by structured data insights on live dashboards.
Result
The project was delivered on time and under budget, establishing a modern fundraising platform that now supports Amnesty’s growth ambitions.
Fundraising operations are now unified within a single system, providing real-time visibility into active supporters, regular giving health and campaign performance. Manual import and reconciliation processes have been significantly reduced, freeing the team to focus on optimisation rather than administration. Reporting that previously required manual collation is now available through structured dashboards, enabling faster and more informed decision making.
Based on time study estimates by Amnesty – there was over 100 hours a week in time saved. The new CRM just worked and didn’t need manual invention further increasing reliability and reducing key person risks.
Amnesty International now has the technology foundation to scale its fundraising activity with confidence and continue advancing its mission.
“It’s been an absolute joy working with the GravityLab team. We have been able to achieve so much in such a short timeframe. Also, within budget – so that’s a bonus! I know there’s more work to be done, but kudos to your team – you’re all stars!”
— Bonar Bell, Fundraising Director, Amnesty International
