Human Rights Watch

Building a Digital Fundraising Program

Advertising Lifts Revenue and Acquisition

Human Rights Watch wanted to expand their digital fundraising program. They enlisted Beaconfire RED to launch a comprehensive annual digital fundraising advertising campaign, including paid search engine marketing, display retargeting and social media advertising. Beaconfire RED strategists grew HRW’s paid digital revenue from basically no revenue from paid media to six figures year over year. Additionally, Beaconfire RED was able to help HRW make inroads in the all-important new donors segment, with new-to-file donors composing approximately 20% of all gifts from campaigns in 2015. Digital advertising has now become a new fundraising channel for the organization, with campaigns in place that bring income in on a monthly basis and are scaled up as needed to respond to specific campaigns or human rights crisis.