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Transforming Leadership at Amnesty International
When a global organisation championing human rights needed to strengthen its leadership capabilities, they turned to TCM for a bespoke solution that would empower their managers to navigate complex performance conversations with confidence and compassion. From opposing torture and the death penalty to promoting freedom of expression and protecting refugees, Amnesty’s mission demands both passion and precision – qualities that needed to be reflected in their leadership approach.
The Challenge
Amnesty International faced a unique leadership dilemma. As a purpose-led organisation filled with passionate activists, their managers often struggled when addressing performance issues. Team members with strong convictions about how things should be done would frequently challenge management decisions, sometimes escalating matters to union involvement.
The absence of consistent goal-setting created a culture where performance management and feedback were lacking. Managers viewed performance issues as “HR’s problem” rather than taking ownership, often citing heavy workloads as a reason to avoid difficult conversations. This avoidance manifested in extended fixed-term contracts for underperforming staff and contractors being “allowed” to underdeliver for significant periods.
The Solution
TCM’s Engage Leadership developed a tailored programme based on the Transformational Performance System™, designed to cultivate self-sufficient, capable managers who could build high-performing teams while reducing grievances and stress.
The programme comprised four 3-hour modules offered across multiple time zones to accommodate Amnesty’s global workforce:
1. Coaching Skills for Managers (Part One): Establishing foundational coaching skills and understanding the benefits of this approach
2. Coaching Skills for Managers (Part Two): Practical application of coaching to support performance management, change, and conflict
3. Quality Conversations™: Developing skills and confidence to conduct conversations that deliver great outcomes, even in emotionally charged situations
4. Developing a High-Performing Team: Practical tools for goal-setting, understanding motivation, and managing performance
To ensure ongoing application, TCM facilitated three online “Refresh, Review, Reassure” sessions—essentially action learning sets where managers could discuss their experiences and receive group coaching support.
The Impact
The programme triggered a profound shift in Amnesty’s management culture. Managers began embracing their performance management responsibilities and adopting a coaching approach that built trust rather than defensiveness.
Tigere Chagutah, one participant, shared: “I have gained practical tools and approaches which will enhance my ability to lead and support my team.”
For Carolyn Horn, the benefits extended beyond technique: “In addition to forging closer contacts with peer managers, it has reinforced my inclination to manage difficult situations through listening, and has provided additional tools for doing so.”
Perhaps most significantly, the initiative created a mindset shift from blame and denial to ownership and accountability. Managers became more self-sufficient in handling performance conversations while also recognising when HR support was appropriate.
The ripple effects have been substantial: reduced grievances related to performance management, decreased stress levels, increased team output and engagement, and crucially, enhanced mobility as more staff now aspire to management roles. Even the unions have developed a better understanding of managers’ responsibilities, allowing them to provide more constructive support to individuals.
Your Journey
Amnesty International’s partnership with TCM demonstrates how targeted leadership development can transform organisational culture, even in environments with deeply entrenched practices and passionate stakeholders.
Engage Leadership’s modular Leadership Development Programme allows organisations to choose from 14 training modules to design the package that will best serve your needs and challenges.
