Greenpeace USA
Ships Membership Card Prospect
To improve their donor acquisition program, Greenpeace asked several talented creative directors for new
package concepts, which were first tested in 2007. We reviewed their entire fund-raising program before
encouraging them to establish a strong message that focused on the unique action-oriented qualities of
Greenpeace. We learned about the importance of their ships and the affinity the donors have toward the
organization. We created an institutional package highlighting the results achieved by Greenpeace. Our
final product was a 4-color photo of a Greenpeace ship on a membership card. The package substantially
improved the results of the program, beat out the test packages of three other writer/firms and allowed
Greenpeace to increase their overall investment in their donor acquisition program by decreasing the cost
to acquire each donor. The package continues as the organization's control today.