Acquisition Strategy
A strategic nurture sequence designed to convert engaged prospects into long-term supporters through personalised content and progressive engagement.
Role
Donor Loyalty & Supporter Journey Specialist
Organisation
Greenpeace Australia Pacific
Launched
November 2023
Channel
Email, SMS, Web
Tools
HubSpot, Salesforce
Turning engaged website visitors and social followers into supporters requires building trust through clarity, relevance and a sense of shared purpose.
Engaged visitors not progressing to first donation.
Prospects need to trust before committing financially.
Generic content fails to resonate with diverse audiences.
Mapped 6-touchpoint nurture sequence
Defined audience segmentation principles
Set success measures and learning goals
Wrote supporter-first email sequences
Created impact-focused story content
Developed trust-building messaging
Shaped content strategy across email and SMS
Defined journey logic, timing, and intent
Supported UTM structure for launch readiness
Informed subject line testing approach
Recommended timing and frequency improvements
Refined messaging based on performance signals
Metrics reflect real-world performance across journeys and digital experiences, reported conservatively to show long-term impact.
Improved interaction across the first weeks of the nurture journey
Higher quality intent indicators across email and SMS touchpoints
Steady increase in customers moving from nurture into giving
Personalised content works better than generic messages and helps people feel more connected.
Building engagement gradually creates more trust than asking too much too soon.
Regular testing and small tweaks keep journeys feeling relevant and human.
A thoughtful lead nurture journey helps people warm up and move into giving in a way that feels natural.