Mobile-first storytelling
It's part of the New Customer Onboarding journey and is introduced via a welcome email from David Ritter, our CEO. The digital welcome pack is designed to inspire, inform and build a sense of connection from day one.
Role
Donor Loyalty & Supporter Journey Specialist
Organisation
Greenpeace Australia Pacific
Launched
April 2025
Channels
Email, Web
Tools
HubSpot, Canva
Traditional welcome packs were print-heavy and slow, arriving weeks after a donation, when emotional connection was already fading.
Print materials took weeks to arrive, missing the moment when customers were most engaged.
Customers questioned why they were receiving printed materials while Greenpeace actively campaigns against deforestation.
Welcome packs contained too much content, overwhelming new customers instead of inspiring them.
Led the design and delivery of a digital first welcome experience rooted in storytelling, focused on clarity, transparency and human connection.
Placed the digital welcome pack inside the first welcome email to remove friction and make it easy to access
Treated the pack as a self guided space customers could explore at their own pace
Designed the experience specifically for mobile, where most customers engage
Used scrollytelling and short, focused sections to make information easy to absorb
Showed how donations are used and how decisions are made
Clearly explained how Greenpeace operates globally and locally, as many customers were unaware of this
Highlighted non-financial actions so customers could participate in the movement, not just donate
Framed Greenpeace as a community people can belong to, not just an organisation
Metrics reflect real-world performance across journeys and digital experiences, reported conservatively to show long-term impact.
Engagement in the first month
Customers actively engaged with the welcome pack shortly after donating, showing strong early interest and trust.
Mobile open rate
Mobile open rates exceeded typical welcome journey benchmarks, indicating strong relevance and timing.
Higher early engagement signals
Higher early interaction compared to previous print led welcome packs, with positive indicators for early retention and ongoing engagement.
Trust grows when customers feel informed and aligned with values, not sold to
Timing matters, the first hours after donation are when engagement is highest
IMobile first design is essential for reaching customers where they already are
Less content, clearly focused, helps people feel confident rather than overwhelmed