The problem
Amnesty International New Zealand runs campaigns, petitions, donations and membership at the same time, and every one of those feeds a CRM and a set of online systems that the staff work in daily. A brochure website would have left the team re-keying supporter actions by hand. The site had to look simple to a supporter while doing real work behind the scenes.
What we built
A heavily customised website with two things at its core. First, a dynamic approach to structuring content, so campaigns, actions and issues could be assembled and reorganised by the communications team without a developer. Second, full integration with Amnesty's CRM and a couple of other online systems, so a signature, a donation or a sign-up on the site lands where the staff already work.
The result
The most satisfying part of the project was how effectively the site streamlined Amnesty's back office, acting as a high-value tool in the daily work of a globally important NGO. It is an older project now, and it ran that way for years.
Key takeaways
- Applicable built Amnesty International NZ's website, simple on the surface and heavily customised underneath.
- Content is structured dynamically, and the site integrates fully with Amnesty's CRM and other online systems.
- The integrations streamline the organisation's back office rather than adding to it.
