Amnesty has a database of 195,000 supporters, 300 local groups and more than 1,000 affiliated organisations in the UK to help it boost fundraising through better targeted marketing activity.
The charity has appointed data management firm Occam to develop, maintain and its database.
Kerry Hutchinson, marketing director at Amnesty International UK, said:
"Working in partnership with Occam will help Amnesty create a more knowledgeable fundraising team, that will know who their supporters are, how they were recruited, and ultimately deliver enhanced capability to work the underlying database harder."
Occam will provide analysis through its software Sigma. The company will also provide regular and ad hoc reports to help identify trends and help the fundraising team understand its supporters better.
Jim Baggett, commercial director at Occam, said: "Working in partnership with Occam, Sigma will greatly assist Amnesty's marketing team to become closer to its supporters, enabling them to build relationships and improve the integration of their communication strategies."
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