Change.org

How Change.org increased awareness to scale meaningful change during COVID-19 and other important events.

Supporting successful petition campaigns during key global moments.
Platforms
Search, Facebook, Instagram, Twitter, SnapChat, Reddit, YouTube & Video
What We Did
  • Quality Petition Measurement Pipelines
  • Global Campaign Expansion
  • Value Optimization
  • Channel Expansion
Work With Us

Change.org is the world’s platform for change. It empowers people everywhere to create the change you want to see. With Change.org, people everywhere are starting campaigns, mobilizing supporters, and working with decision makers to drive solutions.

Thrive Digital was asked to help Change.org maximize the reach of its users’ petitions, leading to change within local communities and globally. Our partnership with Change.org spanned across key global events such a Covid-19, the Black Lives Matter movement, and more.

Goals

Strategic Leadership
Scale their petition starter efforts across multiple platforms whilst remaining tactful and ethical to each cause.
Localization + Transcreation
Lean into moments where change was needed most on a global level.
Measuring Success
Develop a measurement framework that identified and estimated high quality petition indicators, which would ultimately lead to increased signatures and supporters.
Optimization
Integrating CRM and petition success metrics back into the platforms to be able to track, optimize and measure the value of the signatures that each petition generates.

Solution

Measurement & Data
Allowed for us to work with the Change.org team to scale their business and growth marketing efforts above and beyond the platforms that we managed by combining site behaviour with CRM insight to identify quality petition indicators.
Localized Global Expansion
By thinking globally but executing regionally, we successfully launched Change.org's paid marketing activity in 21 new countries and unlocked previously untapped growth for the business on a global level.
Untapping Incremental Reach
At the point of diminishing returns, our team worked with Change.org in testing new channels that offered an opportunity to expand their incremental reach to new subsets of users such as Meta, Twitter and Snapchat.
THE RESULT
+395% Quality Petition Growth
900K Signatures Driven
“Whilst the World was navigating some crucial events such as the pandemic, black lives matters, US elections, there had never been a more demanding time for a service like Change.org. I’m incredibly proud of the agility, strategy and growth we were able to achieve for Change.org”
Betsy Santoyo
Performance Marketing Lead, change.org

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