The communication of Greenpeace. Campaign strategies of non-profit organisations and their effectiveness regarding the public using the example of Greenpeace

摘要

Campaigns and communication are all around us nowadays. The launch of a newproduct, the marketing for a new movie or the next election: Campaigns reach out tothe public and try to bring the desired message across. This study, however,investigates the art of campaigning aside from politics and the economy, but insteadfocuses on non-profit organisations and their communication using Greenpeace as arepresentative example. The aim of this research is to provide an answer to thequestion, what campaigning strategy of a non-profit organisation is most effective inreaching the public.In order to do so, a both quantitative and qualitative methodological approach centringon a digital-based questionnaire was used to reach the sample group, thus using thequantitative advantages of a broad distribution and large sample group as well as thequalitative opportunity to investigate the attitudes and opinions of the participantsthrough open questions. The conducted results and corresponding analysis haveshown, that in the case of Greenpeace their actions are the most effective campaignstrategy, since they are widely known and associated with the organisation. However, itwas also shown, that firstly these actions neither convey the strategy behind theactions nor any valid content and secondly tend to polarize among the public.