By using Salesforce we can help people increase their power and maximise our collective impact.”

Luke Giuliani | Chief Technology Officer


increase in active email list size


Greenpeace uses Salesforce to build power through people

Greenpeace is known world-wide for using peaceful protest and creative confrontation to expose environmental problems and advocate for a just and healthy planet. Across Australia and the Pacific, the third sector organisation is especially focused on mobilising its “crew” to demand action on climate change. Greenpeace’s crew includes staff, volunteers, activists and a vast number of others who share its vision and are doing their part to counteract threats to the region’s livelihood and places like the Great Australian Bight.

Luke Giuliani, Chief Technology Officer at Greenpeace, said this crew and their shared social, financial, political and cultural power were vital to the organisation’s mission. “The way we see change happening in the world today is through people going out and advocating about the things that are important to them. Our role is to amplify that and by using Salesforce we can help people increase their power and maximise our collective impact.”

A new approach to technology and data

Greenpeace’s use of Salesforce comes after years of underinvestment in technology. Data was fragmented and locked up in on-premise systems. In addition, crew members were spending valuable time and effort on manual and inefficient processes.

“Half of our team couldn’t even use our old systems because they could only be accessed in the office using a proprietary client not everyone was running,” said Giuliani. “It was also impossible to  get an accurate view of who our crew members were, let alone do anything to increase their power.”

These challenges and a desire to maximise its impact, led Greenpeace to fully embrace technology. It adopted Salesforce along with other best practice, cloud-based solutions which could talk to each other in real-time. The solutions also enabled Greenpeace to streamline processes and engagement to provide a better experience to employees and crew members and help them to make more of an impact.

Personalising connections with crew

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.”

Maximising impact

While technology has helped amplify the power of crew, it has also streamlined internal tasks so Greenpeace can work smarter and faster and maximise impact. “As a third sector organisation which is funded entirely by individual donations, we are constantly striving to find new ways to make our donations work as hard as possible and focus our resources on increasing our power and saving the planet,” said Giuliani.

One of the tasks that’s been streamlined is the reconciliation of donations which used to be done manually. This not only created risk of error, but meant that it could take one or two weeks for payments to be fully reconciled and matched with donors’ records. Now, using Salesforce and Stripe’s payment processing platform, these issues have been eliminated and Greenpeace has reduced the time spent on payments by as much as eight hours per day.

Another slow and painful task that’s been streamlined is the process of adding and deleting crew members from newsletters. In the past, these changes could take weeks, but with data now flowing between Salesforce and Autopilot, they're almost instantaneous.

Predicting—and protecting—the future

Greenpeace is now starting to analyse its data in Salesforce to surface trends and understand crew behaviour and predict what they’ll do next. It’s also looking at its demographics data and taking steps to ensure its membership is reflective of the region’s diversity.

“One of our most important goals is to ensure members are taking action every six months and with all our data in Salesforce we’ll soon be able to measure how we’re tracking to that goal and examine the reasons why we may or may not be hitting it,” said Giuliani.

This ability to analyse data and use it to approach problems in a different way is one of the reasons Giuliani sees technology as a strategic domain with the potential to change existing power dynamics and the way communities work.

“For many third sector organisations, technology is the most powerful tool they’re not fully leveraging and it can no longer be ignored,” he concluded.


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