Storytelling for transparency and trust
A short, animated video showing supporters exactly how their donations are used, building trust through transparency and impact storytelling.
Role
Donor Loyalty & Supporter Journey Specialist
Organisation
Greenpeace Australia Pacific
Channel
Video, Email, Web
Collaboration
External video production agency
Supporters wanted clearer transparency on how their donations were used at a local, regional and global level, beyond high-level annual reports
Supporters didn't know where their donations went or what impact they created.
Annual reports and financial statements were dense and unengaging.
Without clear communication, trust and confidence in the organisation weakened.
Led the concept and strategy for the video, working in collaboration with an external agency.
Introduced a hand drawn, sketch style approach to make complex funding information feel human and accessible
Shaped the visual direction into a blended animated style that balanced warmth with clarity
Developed the core idea and narrative to clearly explain how donations are allocated
Defined the storytelling structure to build transparency, trust and understanding
Translated financial information into simple, visual explanations
Focused on reassurance and transparency rather than persuasion
Embedded the video across email journeys and the website
Used the video as part of retention and stewardship communications
Results are based on internal campaign reporting. Rounded or projected figures are identified where applicable.
Increase in engagement
Increase in engagement with transparency content compared to text only explanations
Reduction in follow-up questions
Reduction in supporter follow-up questions about how donations are used
Higher retention usage
Higher retention usage of the video within stewardship and onboarding journeys
Visual storytelling makes complex financial data accessible and engaging.
Transparency builds trust and deepens supporter commitment.
Simple, focused storytelling helps supporters understand how their contribution makes a difference.
Showing real-world impact strengthens emotional connection and confidence in giving.