Greenpeace Australia Pacific EOFY

Overview

In 2023, Greenpeace Australia Pacific approached Marlin to help develop a new fundraising campaign story, beginning with their End of Financial Year Appeal.

We wanted to create an integrated approach, extending from DM to Digital and elsewhere. This meant creating a campaign voice that was flexible, engaging and motivating.

Ideas that keep giving are ideas that inspire action. With Greenpeace passionately engaged in the fight to protect all life, , it was vital that our campaign spoke to their core purpose.

Greenpeace Australia Pacific wished to raise money to support their critical fight against Woodside, and their planned Burrup Hub. Based off the coast of Western Australia, this destructive mining operation threatens to be the largest climate polluter in Australian history.

A special feature of this campaign was the scheduled
arrival of Greenpeace’s flagship vessel, the Rainbow Warrior, in Australian waters. Marlin seized upon this opportunity to create a way to frame the identity of the audience: BE A WARRIOR FOR GOOD.

By helping donors feel connected to the passionate and committed team aboard the Rainbow Warrior,, we were able to build a deeper connection to the brand’s ability to help people feel less frustrated and more powerful. The result was a whopping 33% increase in income.

As a result, Greenpeace Australia Pacific was able to bring the fight to Woodside on every level, from on-sea to in-court and beyond.

Problem

Greenpeace Australia Pacific wished to raise money to support their critical fight against Woodside, and their planned Burrup Hub.

Solution

We created our Warriors for Good campaign with a clear plan.

Results

The results from our first campaign together blew us all away, with a whopping 33% increase in overall donations compared to GPAP’s 2022 EOFY appeal.

The Challenge

Greenpeace is one of the most visible organisations in the world, but with a vast range of projects and approaches to stopping the fossil fuel industry, their fundraising audience was becoming fractured – feeling that Greenpeace was too big to have a personal connection to.

Our challenge was to create campaign that grew the fundraising income at this vital time of year, while helping audiences across DM and digital – warm and cold – see themselves in the work that Greenpeace Australia Pacific is doing to stop Woodside in Western Australia.

To meet the challenge of inspiring the public to get behind Greenpeace Australia Pacific’s Woodside campaign, required a concept and creative that would speak to the giant scale of the fight, while making individuals feel connected.

The Solution

We created our Warriors for Good campaign with a clear plan; align our donors with the individuals doing the painstaking, passionate and important work that makes Greenpeace the force for good that it is, and by doing so enhance the audience’s perception of why giving mattered to their own self-identity.

Our campaign helped us target Major Donors with bespoke messaging which extended out from our standard value campaign, while digital channels motivated a broad response across the many diverse audience segments.

In our direct mail and digital campaign we aligned the support of our donors with the power of Greenpeace, providing not only the framework for why we fight, but also how.

The work was both empowering and intimate, driven by shared values and powerful storytelling.

The fight to protect our oceans from the fossil fuel industry has to feel like a fight we can win. And for our End of Financial Year Appeal we showed that we can only win when we fight together.

The Results

The results from our first campaign together blew us all away, with a whopping 33% increase in overall donations compared to GPAP’s 2022 EOFY appeal. To top it off, the total income from new donors in 2023 was 146% higher than the previous year.