Case Study: Human Rights Watch achieves 30% online fundraising growth with Engaging Networks

Human Rights Watch Optimizes Its Way to 30% Growth

Human Rights Watch faced a significant challenge after a website redesign, which prioritized news content over donation asks and led to a decline in online contributions. Their digital consulting agency, Beaconfire RED, helped them identify that the user journey to the donation form was broken. To address this, they turned to Engaging Networks for a strategy to optimize their digital fundraising and gain organizational buy-in for a new culture of experimentation.

With support from Engaging Networks, Human Rights Watch implemented a comprehensive optimization program. They tested new homepage layouts, revamped their email program for mobile, and launched targeted online advertising campaigns. These efforts, led by Engaging Networks, yielded exceptional results: a 26% increase in online gifts, a 237% boost in email revenue, and a 15% contribution to total online revenue from ads. Combined, these strategies increased their online fundraising by over 30% from the previous year.

Human Rights Watch

Matthew Rullo

Associate Director of Marketing