Greenpeace leverages the power of LemonTree Fundraising’s collaborative insights

Greenpeace leverages the power of LemonTree Fundraising’s collaborative insights

by | Mar 5, 2019 | Customer Journey, Sustainable Fundraising

For the last 10 years, Greenpeace has had a strong focus on regular giving (RG) programs to help build a stable – and sustainable – funding channel for its environmental advocacy programs.

While these programs are successful at acquiring new donors, Greenpeace found that retaining these donors was causing a large financial drain, with over 25% active RG donors leaking out of their bucket every year.

Stephen Kendon, TeleFundraising from Greenpeace said:

“In the past, we have re-engaged and called our lapsed donors with limited success. It was a costly and time consuming task and results didn’t reflect the effort that had gone into the program.”

Greenpeace engaged LemonTree Fundraising to help them understand the behaviours of their donors through a much broader lens with the hope of reactivating more of their deeply lapsed donors.

By looking at the same donor behaviour across other causes, we were able to identify which of the lapsed Greenpeace donors were most likely to reactivate.

LemonTree Fundraising ran a range of collaborative insights models against the base to identify and target the highest 8% scored donors for inclusion in Greenpeace’s phone reactivation campaign. A random control selection was also included.

Key results from the top 8% were:

  • Successful contact rates benchmarking between 30.2% and 34.2% across the 5 segmented groups
  • Top segment conversion rate out-performed control by 314% (6.9% vs 2.2%)
  • Other segments with lower conversion rates will be refined in future to improve from a 3.8% performance
  • 1 year ROI ranged from 0.89 to 0.68 on the successful segments

In addition, we optimised Greenpeace’s warm cash tax mailing appeals with LemonTree Fundraising propensity scored overlays to grow lifetime value of a targeted subset of donors.

As a result, Greenpeace will now leverage the power of LemonTree Fundraising’s collaborative insights to target a broader range of donors and channels through a framework of continuous testing and learning programs.

LemonTree discusses the subtle impacts of language

LemonTree discusses the subtle impacts of language

by | Aug 21, 2018 | Customer Journey

By Joel Nicholson – LemonTree Founder The questions… Do you find yourself in a similar challenging position to many marketing professionals that attended our recent industry luncheon event on “a new language to modern customer life cycle messaging”? The collective group of around 30 senior professionals in Sydney nominated key challenges in growing customer life cycle programs as:
  • Resourcing/financing projects
  • Data visibility and access
  • Relevance of communications vs personalisation
  • Measurement
  • Training internal teams
What else do you find getting in your way of growing your biggest competitive advantage of meaningful and sustainable customer relationships? The concepts… Firstly, relationships matter. Science is continually proving our health is closely linked to us holding meaningful connections with other people. Customer relationships is no different. NPS in organisations like Vodafone and Citi are proving to average higher for extended periods over a given customer life cycle. How? By simply changing the internal language from traditional segments like onboarding, nurturing, retaining, etc, to more customer-centric language like teach me, grow me, endear me, etc. Finally, accessing or gaining visibility of trustworthy customer behaviour data is more often a process of looking within your organisation rather than searching externally. Recently we helped a brand recover 20% of its customer base that it didn’t previously hold a dialogue with on a key channel. We find there are typically numerous pockets of opportunity that are not immediately visible. Actions to consider… Start putting customer relationships at the heart of strategy and decision making. Measurements like NPS, LTV, and engagement scores are a start towards gaining stakeholder buy-in on both short and long term ROI Create a customer journey framework that everyone can understand. The customer centric segment language described above is but one good example. Think about how to better capture customer interactions that map to the customer journey dialogue and ultimately their needs. A simple example is when a customer buys a car baby seat, what else does this tell you?! A special thanks to Kara Every for sharing her experiences on this topic.