Building a Clearer Path to Supporter Growth
A full diagnostic audit was conducted of Greenpeace's core marketing and donation channels, assessing performance, content patterns and engagement trends across the board. This gave us a clear picture of where effort was working and where it was being lost.
Identified Key Barriers Preventing Gen Z Conversion
Compass uncovered the core behavioural and messaging gaps stopping highly climate engaged Gen Z audiences from donating, signing petitions and participating in campaigns, giving Greenpeace clear direction on how to better convert awareness into action.
Delivered a Conversion Focused Roadmap
By auditing Greenpeace’s marketing ecosystem and analysing audience behaviour, Compass developed a strategic roadmap aligning content, channels and messaging to focus resources on the activities most likely to drive supporter growth and fundraising outcomes.
Shifted Strategy from Awareness Led to Action Led Engagement
The project helped Greenpeace move beyond broad awareness metrics toward a more targeted engagement approach creating a stronger foundation for long term supporter retention, advocacy participation and donation performance.
"The thing I love most about the Compass team is how much you care and share GPAP's purpose and values. It's not hard to tell when people truly 'get it' and you lot clearly do, and it gives us huge confidence."
Sam
Head of Program - Engagement
Creating a Strategy Built for the Next Generation of Supporters
The result was a fundamental shift, from awareness-led communications to action-led engagement, ensuring Greenpeace's content doesn't just reach people, it moves them.