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
Applicable's own account is that 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 but was still doing that job when the previous Applicable site was last updated. The old site published no traffic or conversion figures, so none are claimed here.
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.
