Case Study: Change.org achieves personalized global lifecycle engagement with Salesforce Marketing Cloud

Change.org empowers users to make a difference with the help of Marketing Cloud

Change.org is a global petition platform that empowers people to drive change—examples include petitions that helped protect anti-bullying laws and secured the release of individuals from detention. Growing quickly to about 100 million active users (with 140 million expected), the organization needed to scale personalized, lifecycle messaging across 19 countries and dozens of languages while avoiding one-size-fits-all communications.

By adopting Salesforce Marketing Cloud alongside Service Cloud and Social Studio, Change.org built localized, automated lifecycle campaigns with dynamic content, audience-level cadences, and a 360° view of users for support and social engagement. The result: more relevant, correctly paced emails and faster, informed interactions across teams—improving deliverability, engagement, operational efficiency, and the platform’s ability to mobilize supporters for real-world impact.

Change.org

Alice Cornell

Director of Email Deliverability