Gráinne Callan, Head of Supporter Recruitment at Greenpeace UK lead a talk at our latest Relay event, How charity campaigns are more integrated than ever, on using instant messenger as a tool for fundraising.
Messenger apps are helping Greenpeace convert over 50 new supporters a week to be regular donors to the charity. With 84% of people using Facebook Messenger in the UK, and 91% using Whatsapp, the charity jumped on the opportunity to develop a new way to talk to the general public.
As many potential supporters don’t answer their phones or open emails, a large amount of Greenpeace’s donor asks are missed by potential key audiences. This lead the fundraising team to a new direction in digital fundraising – and perhaps the first ever charity to take this leap.
The Human Touch
Greenpeace knew there were thousands of people ready to be spoken to, having previously engaged with the charity, but were yet to become regular donors. Instant messenger offered an opportunity for the digital team to create a team of fundraisers who could talk directly with potential donors in a way that actually reached them. This offered a more personal experience than automated response, and reimagined the personalised approach of face to face fundraising for the digital age.
Once the team and process was established, fundraisers saw a surge of instant, supporter-led and unscripted interactions with potential supporters. Due to the nature of instant messenger, 2 fundraisers could talk directly to multiple people at any one time every day, responding to the needs and questions in a personalised, effective and agile way.
Opportunities for the Future
Greenpeace has been storming ahead with this fundraising tool for just over a year and have seen promising results. 50 new supporters have joined the charity through instant messenger, with an attrition rate of 86% after the first month. While this approach will continue to be developed further in 2020, the tool offers other many opportunities for charities – such as legacy giving, specific campaigns, and large cash appeals.
