Sea turtle swimming underwater with coral reef background, displayed on smartphone screens against turquoise gradient
Project Overview

EOFY Impact Campaign

Delivered Greenpeace’s first EOFY impact campaign sent directly to supporters, inspired by Spotify Wrapped. I created emails, landing pages, video and social content featuring Greenpeace’s local Marine Parks campaign to show what supporters’ contributions helped make possible. It was a way to celebrate their impact and say thank you before they received their annual tax receipt.

Role

Senior Lifecycle Marketing Specialist

Organisation

Greenpeace

Period

Jul–Aug 2026

Channels

Email, Web, Organic & Paid Social

The idea

An annual tax receipt tells people how much they gave, but not what they helped make possible. We wanted to tell that story first. Inspired by Spotify Wrapped, we brought together the year’s wins and a personalised impact page to give supporters a moment to look back, feel part of those achievements and hear a thank you before their receipt arrived.

My role

Campaign concept & strategy

Planned how the campaign would come together across email, web and social. I shaped the sequence for regular and one-off donors, starting with the actions they helped make possible and then sharing their impact before the annual receipt.

Content creation

Created the campaign emails and landing pages, edited the campaign video and developed social content, with a consistent message across each part of the campaign. I also created the Your Impact website page in 2025 and continued updating it annually, including its refresh for the 2026 campaign.

Campaign delivery

Worked with colleagues across digital and campaign teams to bring the content together and coordinate delivery. I also reviewed performance across email, landing pages and social to understand how people responded.

The campaign in action

The campaign connected emails, landing pages, video and social posts around the same message: this is what your support helped make possible. Each email gave supporters a next step, from watching a personal thank you to exploring marine parks, messaging the crew and choosing to give regularly.

Emails and where they led

Email #1 A personal thank you.
Greenpeace thank you email with sea turtle image and a video from the Campaigner about marine conservation

A thank you from the campaigner, showing supporters what their donation was helping make possible.

Email CTA: Watch your special video

View full email
Landing page

A thank you from the water

greenpeace.org.au/thank-you-from-the-water
Greenpeace donation page thanking Bertha for marine park support, featuring video of man on boat with reef background

Designed and built in HubSpot, this landing page continued the email’s story with a personal video from the campaigner. Bringing the message and video together made the experience feel connected, giving supporters a closer look at the work and the person behind it.

Email #2 Explore the oceans you’re protecting.
Greenpeace thank you email for ocean donation, featuring coral reef and three endangered species: Pacific Leatherback Turtle, Shortfin mako shark, and Shy albatross

An invitation to explore Australia’s marine parks, with a printable origami turtle as a small thank you for helping protect ocean wildlife.

Email CTAs: Explore the marine parks · Fold yours now

View full email
Blog page

A closer look at Australia’s marine parks

greenpeace.org.au/explore-marine-parks
Website page about ocean conservation featuring a sea turtle image and sections on marine protection and sustainable fishing practices

The blog I created included an interactive map so supporters could explore the places their donations were helping protect. Sections such as ‘Explore the Oceans You’re Protecting’ and ‘You’re helping end destructive fishing in protected waters’ connected the campaign’s goals to real places and wildlife, helping people understand their part in the work.

Overhead view of hands positioning a green paper square on a wooden surface with a play button overlay
Extra in this email

A small thank you to keep

As a token of appreciation, we created an origami turtle for supporters to print, fold and display. It gave them something to enjoy at home and a reminder of the marine life they were helping protect.

Email #3 A connection with the crew.
Greenpeace campaign banner showing diverse team on a ship with text You Are Behind Every Mission about ocean conservation work

An update from Oceania inviting supporters to send a personal message to the crew.

Email CTA: Send a message

View full email
Landing page

Send a message to the crew

greenpeace.org.au/send-a-message
Greenpeace webpage with underwater ocean background showing a message form titled You are behind every mission with input fields for name and email

The landing page I created gave supporters a way to take part beyond donating. They could share what the ocean meant to them and send encouragement directly to the people out on the water.

Landing page participation

400+ messages from supporters

Supporters shared messages through the landing page, which we passed on to the Oceania crew.

Email #4 An invitation to keep going.
Greenpeace fundraising email with banner image of fish in blue water, asking supporters to donate for Australian marine park protection

Sent only to one-off donors, this email invited them to become regular givers and continue supporting marine protection.

Email CTA: Become a Regular Giver

View full email
Landing page

Continue supporting marine protection

greenpeace.org.au/become-a-regular-giver
Fundraising webpage with underwater fish imagery, donation form, and call-to-action text about restoring Australias waterways

The landing page I created continued the invitation from the email, giving one-off donors a place to become regular givers. The copy built on their existing connection to the campaign, showing how continued support could help the team plan ahead and respond when needed.

Annual impact emails

Two annual impact emails shared the year’s highlights and invited supporters to explore their personalised impact.

Annual impact email 1 2025–2026 impact highlights

A look back at the year’s actions, with a Campaigner video showing what supporters helped make possible.

Sent 28 July 2026

22.68% open rate

2.75% clickthrough rate

Landing page

Campaigner video page

A dedicated page bringing the Campaigner’s video and the year’s impact story together.

161 page views
Annual impact email 2 Personalised impact + top wins

A personalised snapshot of each supporter’s contribution, with campaign wins and a link to explore their impact.

Sent 5 August 2026

22.52% open rate

2.82% clickthrough rate

Landing page

Personalised Impact 2026

A personalised page connecting supporters’ contributions with the year’s campaign wins.

775 page views

Traffic sources: 63% paid social · 30% email · 7% other sources

Your Impact website

Ongoing website content

Your Impact

First created in 2025, this page gives supporters a place to see what their contributions help achieve. I update it each year with campaign wins, impact stories and financial information. For the 2026 campaign, it brought the wider picture together on Greenpeace’s website.

The focus was on making the information easy to explore and helping supporters feel informed, appreciated and connected to the work.

Visit Your Impact View 2026 page PDF
greenpeace.org.au/impact
Greenpeace activists holding THANK YOU sign on a green ship at sea
Your Impact page, refreshed for the 2026 campaign.

Social media

Video, carousel posts and GIFs brought the campaign to social, sharing the same stories and wins with supporters across organic and paid placements.

Organic social

Campaigner video

Solaye Snider, Greenpeace campaigner, speaking to camera surrounded by potted plants indoors
210
engagements
15
shares

Wins carousel

Greenpeace Australia Pacific social media post showing four ocean and wildlife conservation victories from 2023
245
engagements
133
post clicks

Paid social

Campaigner video

Solaye Snider, Greenpeace campaigner, speaking into microphone surrounded by potted plants
~68K
video plays
~41K
reach

Wins carousel

Greenpeace Australia Pacific social media post showing ocean victories with images of activists, whales, and environmental campaigns powered by supporter donations
~16K
impressions
~10K
reach

Campaign wins GIFs

Greenpeace vessel Arctic Sunrise at sea with text Historic Win - Global Ocean Treaty in force

Oceans

Greenpeace Australia Pacific social media post featuring a koala with text Historic Win and Stronger nature laws are here celebrating environmental law reforms

Nature

Greenpeace activists holding green banner reading Time to Resist Stop Corporate Intimidation outside court building celebrating Dutch legal victory against Energy Transfer

SLAPP

175 traffic actions · $1.21 CPC

1 / 3

Combined across the three GIFs

12.1K video plays · 191 traffic actions

Results as of 12 August 2026. Figures are rounded where shown.

Results

The annual impact campaign ran across email, landing pages, organic social and paid content. These results cover activity reported by 12 August 2026.

Email

22.60%

average open rate

2.79%

average clickthrough rate

Reported averages across the two annual impact emails.

Organic social

455
engagements
~9K
impressions
165
post clicks

Paid social

~80K
video plays
~108K
impressions

Annual impact campaign results as of 12 August 2026. Figures are rounded where shown. Individual asset results appear alongside the relevant work above.

What I Learned

The organic carousel generated 133 post clicks, while the campaigner’s video received more shares. This gave us a clearer view of which formats encouraged people to explore further and which stories they wanted to share.

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