A Minute With Rosemary Oliver, Fundraising Director, Amnesty International Canada

“We have worked very hard to develop a committed and loyal donor base. A lot of our current supporters have been giving to us for more than 20 years. We have strong name recognition. There is a lot of trust for the Amnesty brand. However, one of the real challenges for Amnesty is that our work isn’t really tangible. We do a lot of research and campaigning. Some of our successes take years and years. It’s really hard to get donors connected to the work that we do in this day and age [when people] want to see an immediate return on their investment. But we know what we do works, so we need to be up-front and honest with people.”