Amnesty International Aotearoa New Zealand

What Amnesty International Aotearoa New Zealand does

Amnesty International Aotearoa New Zealand (registered as Amnesty International Aotearoa New Zealand Incorporated, CC35331) is a member-based registered charity operating as the New Zealand national section of the global Amnesty International movement founded in 1961. The organization documents human rights abuses, advocates for policy change, and mobilizes public action on issues including protest rights, housing, transgender rights, Te Tiriti o Waitangi, online harm, and Pacific-region human rights. It serves individual supporters, community groups, youth advocates, and major donors in New Zealand, with a stated base of more than 40,000 NZ members and over 10 million supporters globally across 150+ countries. The organization is governed by an elected Board and led by Executive Director Jacqui Dillon (joined 2025).

The core product suite is not technology-based but programmatic: the Rapid Response Network for urgent advocacy actions, the Amnesty Community platform, geographically distributed Community Groups, the Youth Advocate program, the #NoHarmware campaign, the annual State of the World's Human Rights report, and the Take Action platform for petitions and activism. Distribution is primarily digital (website, social channels, email) supplemented by a toll-free phone line, direct mail, and local volunteer group networks. The organization explicitly has no technology products and no AI capabilities.

Revenue is generated entirely from voluntary donations and is not government-funded. Streams include individual recurring and one-time donations, major gifts of $5,000+ via the Amnesty Candle program (20 existing donors), legacy bequests supported by a free Will-writing partnership with Everywill, community fundraising events, and membership fees. Payments are processed through Flo2Cash under PCI-compliant infrastructure. The go-to-market motion is community-led: members are acquired through digital engagement, petition signing, community group participation, and volunteer involvement, with the Rapid Response Network serving as both an early-warning and a high-engagement retention channel.

Name

Amnesty International Aotearoa New Zealand

Legal name

Amnesty International Aotearoa New Zealand Incorporated

Website

https://amnesty.org.nz

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

11–50 employees

Short description

Amnesty International Aotearoa New Zealand is a registered charity and member-based national section of the global Amnesty movement, serving 40,000+ NZ supporters and millions globally through human rights advocacy, community groups, urgent Rapid Response actions, and donation-funded campaigns independent of government funding.

Ownership category

akta.pro rank

Product category

Human Rights Advocacy

NAICS

Human Rights Organizations (813311), Other Social Advocacy Organizations (813319)

SIC

Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

Human Rights & Anti-Discrimination Organizations (BPAGAFAB)

akta.pro secondary industries

Digital Rights, Privacy & Free Expression Advocacy (BPAGAFAL), International & Local Implementing NGOs (HLAJAKAD)

Keywords

• Human rights advocacy
• Nonprofit charity services
• Member-based activism
• Community campaigning
• Donor fundraising

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Individual Donations: Individual supporters make one-time or recurring donations to fund human rights work. The organization emphasizes regular giving as the best way to respond quickly to rights emergencies.
2. Major Gifts: Transformational gifts of $5,000 and over from major donors (Amnesty Candle program). Donors receive personalized engagement and matched giving opportunities.
3. Legacy Bequests: Gifts included in supporters' Wills ensure long-term funding for human rights work. The organization offers free Will-writing resources through partnerships.
4. Community Fundraising: Supporters create their own fundraising events and activities including bake sales, challenges, auctions, and personal events to raise funds.
5. Membership Fees: Amnesty International is member-based with supporters enabling New Zealanders to take action on human rights crises and ensuring government accountability.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Amnesty International Aotearoa New Zealand is a registered human rights charity that mobilizes individuals and local community groups to research, document, and campaign against human rights abuses domestically and globally. It provides supporters with coordinated action programs including the Rapid Response Network, Amnesty Community, Community Groups, Take Action petitions, and Youth Advocacy, funded entirely through donations, memberships, bequests, and community fundraising without government support.

Product overview

Amnesty International Aotearoa New Zealand operates as a human rights charity offering a suite of programs including the Rapid Response Network for urgent advocacy actions, the Amnesty Community platform connecting advocates for online and offline campaigning, Community Groups across New Zealand regions, the #NoHarmware campaign for tech company accountability, annual publications including The State of the World's Human Rights report, Take Action Platform for petitions and activism, Youth Advocate Program for young people, and various donation programs including Legacy Giving, Major Giving, and Fundraising Events. The organization takes no government funding and relies entirely on supporter donations.

Differentiator

Problem solved

Functional benefit

Brands

• Rapid Response Network: Network of advocates who take urgent action when someone is in imminent danger of human rights violations
• Amnesty Community
• Gary Ware Legacy Award
• Amnesty Candle
• Youth Advocates

Products and services

• Rapid Response Network A network of advocates who take urgent action through letters, emails, phone calls, faxes, and social media when individuals are in imminent danger of human rights violations. Action areas include anti-death penalty, climate justice, and LGBTQIA+/MVPFAFF rights.
• Amnesty Community An online and offline community platform connecting human rights advocates who campaign online, organize events, lobby politicians, and mobilize support for human rights.
• Community Groups Local Amnesty groups including secondary and tertiary student groups, young professional groups, letter-writing networks, geographic groups, and a human rights book club operating across New Zealand regions.
• Take Action Platform Online petition signing, campaign actions, and activism tools enabling New Zealanders to take action on human rights issues domestically and internationally.
• Youth Advocate Program A program for people under 25 to become youth advocates, working on issues relevant to young people's lives within Amnesty's human rights campaigns.
• Legacy Giving Program Bequest and legacy gift program allowing supporters to include Amnesty in their Will to support human rights work beyond their lifetime, with free Will-writing resources offered through a partnership.
• Major Giving Program (Amnesty Candle) Transformational gift program for donations of $5,000 and over, featuring the Amnesty Candle donor recognition for major supporters, with personalized engagement and matched giving opportunities.
• Fundraising Events Community fundraising tools and event support for individuals to raise funds through personal challenges, stalls, auctions, bake sales, movie nights, and creative activities.

Quantifiable outcome

• Egyptian human rights defender Ibrahim Ezz el-Din released after 34 months of arbitrary detention following Rapid Response campaign
• +3 more outcomes

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Tāhono TrustcoreStrategic or Co-development PartnerJoint campaign partnership on #NoHarmware campaign for tech company accountability and online harm regulation. Both organizations submitted to the Youth Online Harm Inquiry and advocate for an independent regulator with co-design approach with impacted communities.
• EverywillminorGTM or Marketing PartnerPartnership to offer free online Will-writing service through Everywill's platform, making it simple for supporters to write a legally valid NZ Will at no cost.
• Flo2Cash LimitedminorOthersPayment Service Provider for processing donations. Flo2Cash is PCI compliant and handles secure payment processing for Amnesty supporters.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• World Vision New Zealand: Major NZ charity with recurring-donor model, child-rights advocacy, and community-led fundraising; competes for the same household-donor wallet as Amnesty Aotearoa NZ.
• Amnesty International (global movement): The parent global movement and namesake; comparable as the umbrella organization of which Amnesty Aotearoa NZ is a national section, sharing mission, brand, and operational playbook across 150+ countries.
• Save the Children New Zealand: A large NZ-headquartered international NGO with individual-donor fundraising, advocacy, and Pacific-region programming that overlaps with Amnesty's footprint and donor base.

Direct peers

• Greenpeace New Zealand: An NZ advocacy nonprofit relying on individual donors and member mobilization to run public campaigns on human rights and environmental issues; comparable fundraising mechanics and community-led GTM.
• Human Rights Watch: One of the closest global peers to Amnesty; both conduct human rights documentation, advocacy, and global campaigns, and compete for similar individual donor and foundation support.
• Oxfam New Zealand: A major NZ-headquartered advocacy and development nonprofit with a similar donation-driven, community-mobilizing model focused on justice and equity issues in the Pacific region.

Regional players

• New Zealand Human Rights Commission: NZ's national human rights institution; comparable in subject-matter focus (civil rights, discrimination, Te Tiriti) but differs as a government body rather than an independent advocacy NGO.

Emerging players

• ActionStation: A smaller NZ advocacy community organizing on social justice issues; overlapping donor pool and grassroots mobilization model, though smaller in scale and campaign scope.
• ChildFund New Zealand: NZ-domiciled international NGO with recurring child-sponsorship donations and Pacific programming; competes for similar recurring-giver supporters in the NZ market.
• Tāhono Trust: NZ-based partner organization that co-runs the #NoHarmware campaign with Amnesty; comparable in digital rights and youth-focused advocacy work in Aotearoa.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/AmnestyNZ
• YouTubeyoutube.com/user/amnestynz
• Facebookfacebook.com/AmnestyNZ
• Instagraminstagram.com/amnesty_nz
• TikToktiktok.com/@amnesty?lang=en
• LinkedInlinkedin.com/company/amnesty-international-nz-

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amnesty International Aotearoa New Zealand