Seasonal content and loyalty engagement
A seasonal guide designed to engage supporters during the festive period with eco-friendly tips, reinforcing Greenpeace values and strengthening donor loyalty.
Role
Donor Loyalty & Supporter Journey Specialist
Organisation
Greenpeace Australia Pacific
Channel
Email, Web
Collaboration
Sha'an d'Anthes (@furrylittlepeach)
Creating a seasonal touchpoint that reinforces Greenpeace values while strengthening supporter connection beyond donations.
Limited touchpoints during the festive period to connect with supporters.
Need to embed eco-friendly values in festive celebrations and gift-giving.
Strengthen connection beyond transactional donation relationships.
Developed eco-friendly festive tips content
Aligned messaging with Greenpeace values
Created shareable, visually appealing format
Designed visual guide with festive theme
Incorporated sustainable gift ideas
Produced PDF format for easy distribution
Integrated into email campaigns
Shared via website and social channels
Added download CTA in supporter communications
Worked with creative team on design
Coordinated with fundraising on distribution
Ensured brand consistency across channels
Metrics reflect real-world performance across journeys and digital experiences, reported conservatively to show long-term impact.
Open rates reached up to 16.4% across the campaign, performing strongly during a high volume seasonal period.
Click through rates exceeded 15% across both sends, indicating high intent engagement with the content.
Sustained click engagement across the full campaign, despite inbox saturation during the festive period.
Click through performance is highlighted as a stronger indicator of supporter intent during peak seasonal campaigns.
Seasonal content strengthens supporter connection beyond transactional relationships
Eco-friendly messaging resonates when tied to actionable tips
Shareable content amplifies reach and reinforces brand values