Keeping supporters connected
This journey reframed cancellation as a moment of care, giving supporters the option to pause rather than leave. By leading with reassurance, respect and continued connection, it protected trust and strengthened long-term relationships.
Role
Donor Loyalty & Supporter Journey Specialist
Organisation
Greenpeace Australia Pacific
Launched
August 2022
Channel
Tools
HubSpot, Salesforce
Cancellation requests often reflected temporary life changes, not a loss of belief, and needed care and understanding rather than transactional exits.
Customers were cancelling due to temporary life changes, not because they had lost belief in the cause.
Once a donation was cancelled, the relationship often ended abruptly, breaking trust and long-term engagement.
There was no supportive alternative that respected the supporter's situation while keeping the relationship intact.
Designed a response that replaced cancellation with choice, reassurance and ongoing connection - meeting people where they are and making it easy to stay without pressure.
Built a pause based journey that gave customers control and choice.
Replaced final cancellation with flexible, reversible options.
Allowed customers to step back without fully disconnecting.
Shifted exits from transactional to empathetic conversations.
Treated cancellation as a moment to listen and understand.
Reduced pressure by removing retention first messaging.
Reinforced shared values and customer impact without pressure.
Used calm, human language during uncertain moments.
Focused on purpose rather than payment.
Defined journey logic, sequencing and timing.
Designed respectful reactivation paths for return.
Ensured the experience felt intentional from start to finish.
Results are based on internal campaign reporting. Rounded or projected figures are identified where applicable.
of customers who would have cancelled were retained
Reduction in voluntary churn
Reactivated paused customers within three months
Giving supporters control builds trust.
Cancellation moments are often temporary life moments.
Giving people a low-pressure way to stay connected protects the long-term relationship.
Respect and reassurance outperform urgency.