DIRECT NEWS: Amnesty hires Joshua to handle all fundraising activity

Amnesty International has put its pounds 1.25 million advertising account into Joshua, Grey’s newly merged through-the-line operation, giving the new agency its first big win since it rebranded.

Amnesty International has put its pounds 1.25 million advertising

account into Joshua, Grey’s newly merged through-the-line operation,

giving the new agency its first big win since it rebranded.



The human rights charity chose Joshua after a pitch process that

included Brann, Burnett Associates and Tullo Marshall Warren.



The move means one agency will now handle all aspects of Amnesty’s

marketing and fundraising. Target previously looked after all

communication with existing supporters, while Burnett oversaw the new

donor recruitment.



Joshua won the business after recommending the charity put more

resources behind nurturing its existing donors and members. Amnesty

currently puts more than half its spend into gaining new recruits.



Its first job will be to analyse the charity’s existing database to find

out what its strongest supporters want from the charity and to decide

upon the medium most likely to attract similar ones.



The rethink is likely to lead to a cut in cold mailings by 10 per cent.

It could also encourage Amnesty to use TV for the first time.



The charity aims to build stronger bonds with existing supporters by

keeping people informed about the positive things the charity has

achieved and by making fewer direct requests for money.