Behavioural nudges and lifecycle design
A journey designed to convert one-off givers into monthly supporters using behavioural insights and careful lifecycle thinking, with an exclusive T-shirt as the incentive.
Role
Donor Loyalty & Supporter Journey Specialist
Organisation
Greenpeace Australia Pacific
Launched
November 2025
Channels
Email, SMS, Web
Tools
HubSpot, Salesforce
One-off supporters showed strong intent but weren't converting into regular givers, which meant we were missing out on reliable, ongoing support.
Only 3% of one-off supporters were transitioning to regular supporters, 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 supporters to upgrade their commitment level.
Analysed customer behaviour to identify high intent conversion opportunities
Balanced supporter 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
Results are based on internal campaign reporting. Rounded or projected figures are identified where applicable.
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.