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Personal approach works best online for Greenpeace

Howard Lake

Howard Lake | 24 July 2003 | News

A year-long trial by Greenpeace International has confirmed that personalised online communications with supporters generate better results.

Working with Think Consulting and Dataforce, Greenpeace International trialled an electronic supporter relationship management tool (eSRM), which enabled supporters to select which kind of messages they wished to receive and how often.

Greenpeace found that supporters were more like to take action and to donate more. It estimated that such a tool could increase donations by 25% in a year.

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Howard Lake

About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale. He is the founder of Fundraising Camp and co-founder of GoodJobs.

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