Case Study: Amnesty International Kenya achieves 42% growth in paying memberships with NationBuilder

How Amnesty Kenya drastically ramped up their activism in one year

Amnesty International Kenya faced fragmented supporter data in Excel and on paper that made digital engagement, volunteer coordination, and membership growth difficult. At the end of 2019 they imported their database into NationBuilder to centralize contacts and begin a more strategic, data-driven outreach program.

Using NationBuilder to power personalized weekly emails, automated volunteer signups, membership-tier gating, targeted tags for phone banks and rapid-response actions, Amnesty International Kenya launched a virtual conference, a digital human-rights education program, and a book club. The results were measurable: paying memberships rose 42% since the start of 2020, the book club grew to roughly 800 members (from 37 at launch), 400–500 volunteers signed up, 600+ conference reservations were made, and a phone bank drove an initial 194 new members—demonstrating how NationBuilder’s segmentation and automation boosted recruitment and mobilization.

Amnesty International Kenya

Bill Omondi

Data & Communications Officer