Acquisition of new members/support for Amnesty International

Abstract

In this Bachelor’s thesis, a group of students were subjected to a presentation during the autumn of 2010 then a survey in order to prove whether Amnesty International could acquire new members/support between the ages of 18 to 28 through in-school awareness creation. The idea is that a single member of the organisation could acquire a bunch of new members from within the university through a simple awareness creation campaign. The conducted survey proved that a large number of students had no idea what Amnesty International was. The thesis highlights which product Amnesty could sell to this age group then further underlines reasons why the selected product works best with this target group. The theory part of this thesis covers acquisition of new members who are referred to as new customers in addition to background information about Amnesty International. Also, the Universal Declaration of Human Rights is mentioned in this thesis for Amnesty International’s overall purpose is upholding these rights. As this study is conducted in Finland, the dominant culture of the age range is Finnish; because of this, Finnish cultural and communication are highlighted in the theory part which serve as reasons to why the selected product was chosen for this particular group and also the best way to approach individuals from this culture. Finally, video interviews were conducted to support findings for this thesis.