By putting all of its crew data in Sales Cloud, Greenpeace was finally able to get a complete picture of who they were and how they were interacting with different parts of the organisation. The impact on engagement was huge as it allowed Greenpeace to really personalise communications, rather than sending the same emails to everyone.
"We went from not even knowing how many crew we had to having a real-time view of each individual. So as soon as someone signs up to become a supporter, makes a donation or emails a politician, we can recognise that and respond with more personalised communication," said Giuliani.
Greenpeace is now working towards segment-of-one communication which is enabled by Salesforce and integration with applications like Autopilot and Instapage. Collectively, these technologies are used to automate and personalise communications so that Greenpeace can better engage with current and future crew members. This has resulted in a 46% increase in Greenpeace’s active email list to 1.2 million readers.
“By sending our crew members the right messages, at the right times, on the right channels, we can have better conversations with them and work with them to increase their power. An example of this is supporting our crews to reach out to their local councils and demand them to declare a climate emergency,” said Giuliani. “This is something that would be extremely difficult to do without all of the right data and automation.”