Campaign Purpose
In the resent years Amnesty International in Denmark have been losing members, and attempts to re-activate had not been very successful. By addressing this challenge from a data-driven perspective new insights emerged and we were able to make them extremely actionable by developing a set of data-driven targeting models. The key insight was that Amnesty's members have various and very different reasons for becoming a member, since Amnesty work in many different areas of human rights. Furthermore the insights were that activation of members and also attempts to re-activate churned members had worked poorly with a general Amnesty...