Greenpeace Australia Pacific retained 531 monthly donors by ranking which thank-you calls mattered most
Greenpeace Australia Pacific couldn’t call every monthly donor, even though the team knew a single conversation could prevent a quiet cancellation. The question wasn’t whether to run stewardship calls. It was how to choose who needed a call first.
Limited calling capacity made it easy to miss the donors most at risk
Greenpeace Australia Pacific was growing its recurring giving program, so acquisition mattered. But protecting existing monthly donors mattered just as much.
A stewardship calling program strengthened relationships, but time and capacity were tight. Without a defensible way to prioritize, the team risked spending calls on lower-risk supporters while higher-risk donors slipped away.
The team replaced guesswork with a ranked call list built for retention
Greenpeace Australia Pacific used Dataro’s recurring giving churn predictions to identify which active monthly donors were most likely to cancel.
That changed the decision from “Who can we get to?” to “Who needs us most right now?” and gave the team a clearer rationale for why each call belonged on the list.
Churn-risk scores lived inside Salesforce so the team could run a weekly stewardship rhythm
Dataro generated ranks and scores across active monthly donors and refreshed them weekly.
Those scores were pushed into Greenpeace Australia Pacific’s Salesforce CRM so the team could act without changing tools.
Where it lives: Salesforce CRM
What it produces: ranked churn-risk scores and recommended audiences
How the team acts: a prioritized stewardship call list constrained to available team capacity
Results were measurable over nine months of retention-focused calling
Across nine months, Greenpeace Australia Pacific used churn propensity scoring to target stewardship calls to donors who were most at risk.
531 monthly donors retained over nine months
Estimated $235k in additional monthly gifts over 18 months
Estimated ROI of 10.58
Donors who did not receive a thank-you call were 2.5× more likely to cancel than donors who did
Supporting call outcomes:
Greenpeace Australia Pacific attempted to contact 9,077 model-recommended donors
The team spoke with 3,429 donors
Donors who did not answer churned at 25.86%
Donors who did answer churned at 10.38%
Build a ranked retention call list inside your CRM in 5 steps
Define the retention moment. Align on what “at risk” means for recurring giving, and what the team will do when a donor crosses that threshold.
Generate a ranked audience. Use churn-risk scoring to create a prioritized list that fits the team’s real calling capacity.
Activate inside the CRM. Push audiences and fields into Salesforce so call lists are easy to run and track.
Run the weekly stewardship rhythm. Call, log outcomes, and keep the workflow consistent.
Measure against outcomes. Compare churn outcomes for contacted versus not-contacted donors, then tune thresholds and scale.
Pressure-test churn targeting with a small pilot
If you run a recurring giving program with limited calling capacity, a small pilot can validate whether churn-risk targeting improves retention before you scale it.
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