Behavioural nudges and lifecycle design
This journey was designed to convert one-off customers into regular customers through behavioural insights and lifecycle thinking, with an exclusive T-shirt used as a value driven incentive
Role
Donor Loyalty & Supporter Journey Specialist
Organisation
Greenpeace Australia Pacific
Launched
November 2025
Channels
Email, SMS, Web
Tools
HubSpot, Salesforce
One-off customers showed strong intent but weren't becoming regular customers, leaving long-term value on the table.
Only 3% of one-off customers were transitioning to regular customers, despite their demonstrated commitment to the cause.
Conversion asks were generic and poorly timed, not leveraging the emotional peak after a one-off donation.
No strategic use of behavioural science principles to encourage customers to upgrade their commitment level.
Analysed customer behaviour to identify high intent conversion opportunities
Balanced customer affordability with revenue sustainability
Defined optimal timing and messaging for conversion asks
Designed a multi touch conversion journey grounded in behavioural insights
Defined a $30 monthly gift threshold to qualify for the T-shirt
Developed messaging focused on belonging and ongoing impact
Delivered automated email and SMS sequences end to end
Built conversion workflows in HubSpot with time based triggers
Designed and launched multiple conversion landing pages with donation and fulfilment forms
Integrated data across systems to support eligibility checks, tracking, and reporting
Created Salesforce reports to monitor conversion performance
Partnered with fundraising and data teams to align on goals
Shared insights with senior stakeholders to inform decisions
Established ongoing testing as part of the journey lifecycle
Metrics reflect real-world performance across journeys and digital experiences, reported conservatively to show long-term impact.
Increase in average monthly gift
Higher lifetime value from regular customers
Uplift in projected customer lifetime value
Timing is everything. Conversion asks are most effective within 48 hours of a one-off donation.
Behavioural nudges work best when combined with storytelling that reinforces ongoing impact.
Multi-touch sequences consistently outperformed single conversion requests.
Testing different messaging approaches showed that emphasising community and belonging outperformed purely financial impact messaging.