Keeping customers connected
This journey reframed cancellation as a moment of care, giving customers 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 customer's situation while keeping the relationship intact.
Designed a relationship-led response that replaced cancellation with choice, reassurance and ongoing connection.
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.
Metrics reflect real-world performance across journeys and digital experiences, reported conservatively to show long-term impact.
Retained of customers who would have cancelled
Reduction in voluntary churn
Reactivated paused customers within three months
Giving customers control builds trust.
Cancellation moments are often temporary life moments.
Relationship-led alternatives protect long-term value.
Respect and reassurance outperform urgency.