Posted by CorinneRamey on Sep 02, 2009
Greenpeace's first use of SMS in India was as a fundraising tool. As part of a campaign to encourage people to plant trees, Greenpeace India sent out text messages offering free saplings.
All text for this case study came from this description on SOFII .
Organization involved in the project?:
Project goals:
The objective of the campaign was to increase productivity from Greenpeace India's recruiters (paid fundraisers) and thus increase financial support to the organisation. Before the SMS lead generation campaign, GPI used a simple direct dialogue (face to face) method of fundraising that involved stopping people in the street and requesting their time to present the aims of the organisation with the goal of recruiting them as a financial supporter.
Using this method, only 17% of people approached agreed to listen to the presentation, and of these people only 10% would then go on to sign up as financial supporters. The average productivity of each recruiter was 0.45 sign ups per day. Those requesting saplings were personally visited by a recruiter and asked to make a donation. So far it has been possible to make three such visits per day, with a conversion rate above 25 per cent.
Brief description of the project:
The SMS lead generation campaign is a filter mechanism designed to source ‘warm prospects’. An SMS text message was sent to 56,137 people, all qualified as potential warm prospects with an interest in environmental issues. It said “Hi, don’t you wish your city was cleaner ‘n’ greener? Begin by planting a free sapling offered by Greenpeace. Reply GREEN to 6363 to get your free sapling. Sender Greenpeace’.
The text message was sent to the mobile phones of prospects in and around the region of Bangalore and Pune. The offer to receive a free sapling fit well with Greenpeace’s objective to improve the environment and it allowed recipients to feel they are actively involved in combating the problem. Take up was much higher than expected.
This approach significantly increased the return on investment and introduced new donors at a high (25 per cent) conversion rate. It exceeded all expectations in terms of responses to the SMS, doubled the productivity of recruiters and increased the number of financial supporters recruited. Greenpeace is still seeking a more effective system to reduce travel time so that recruiters can approach more people each day. Greenpeace also found from this test that it is vital to respond quickly to interest – within two days or interest will be lost.
What worked well? :
This approach significantly increased the return on investment and introduced new donors at a high (25 per cent) conversion rate. It exceeded all expectations in terms of responses to the SMS, doubled the productivity of recruiters and increased the number of financial supporters recruited. Though Greenpeace is still seeking a more effective system to reduce travel time so that recruiters can approach more people each day. Greenpeace also found from this test that it is vital to respond quickly to interest – within two days or interest will be lost.
Links to any evaluations/reports/research:
Greenpeace India/SMS Lead Generation Locations
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Greenpeace India/SMS Lead Generation data sheet 5295 Views
Greenpeace's first use of SMS in India was as a fundraising tool. As part of a campaign to encourage people to plant trees, Greenpeace India sent out text messages offering free saplings.
All text for this case study came from this description on SOFII .
Organization involved in the project?:
Project goals:
The objective of the campaign was to increase productivity from Greenpeace India's recruiters (paid fundraisers) and thus increase financial support to the organisation. Before the SMS lead generation campaign, GPI used a simple direct dialogue (face to face) method of fundraising that involved stopping people in the street and requesting their time to present the aims of the organisation with the goal of recruiting them as a financial supporter.
Using this method, only 17% of people approached agreed to listen to the presentation, and of these people only 10% would then go on to sign up as financial supporters. The average productivity of each recruiter was 0.45 sign ups per day. Those requesting saplings were personally visited by a recruiter and asked to make a donation. So far it has been possible to make three such visits per day, with a conversion rate above 25 per cent.
Brief description of the project:
The SMS lead generation campaign is a filter mechanism designed to source ‘warm prospects’. An SMS text message was sent to 56,137 people, all qualified as potential warm prospects with an interest in environmental issues. It said “Hi, don’t you wish your city was cleaner ‘n’ greener? Begin by planting a free sapling offered by Greenpeace. Reply GREEN to 6363 to get your free sapling. Sender Greenpeace’.
The text message was sent to the mobile phones of prospects in and around the region of Bangalore and Pune. The offer to receive a free sapling fit well with Greenpeace’s objective to improve the environment and it allowed recipients to feel they are actively involved in combating the problem. Take up was much higher than expected.
This approach significantly increased the return on investment and introduced new donors at a high (25 per cent) conversion rate. It exceeded all expectations in terms of responses to the SMS, doubled the productivity of recruiters and increased the number of financial supporters recruited. Greenpeace is still seeking a more effective system to reduce travel time so that recruiters can approach more people each day. Greenpeace also found from this test that it is vital to respond quickly to interest – within two days or interest will be lost.
What worked well? :
This approach significantly increased the return on investment and introduced new donors at a high (25 per cent) conversion rate. It exceeded all expectations in terms of responses to the SMS, doubled the productivity of recruiters and increased the number of financial supporters recruited. Though Greenpeace is still seeking a more effective system to reduce travel time so that recruiters can approach more people each day. Greenpeace also found from this test that it is vital to respond quickly to interest – within two days or interest will be lost.
Links to any evaluations/reports/research:
Greenpeace India/SMS Lead Generation Locations
You need to upgrade your Flash Player
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