The Good Agency
WHAT IS WONDERFUL ABOUT THIS WORK?
Very few homelessness charities can recruit outside Christmas, especially not off-the-page. We bucked this trend with ROI of 1.46:1 in year one and 243 new sponsors worth over £40,000 a year.
To recruit loyal, high-value sponsors all year round at the lowest possible cost. To produce a new banker ad to replace a creative in decline.
STRATEGY AND TARGETING
Like many homelessness charities, Centrepoint has a natural flow of donations and new supporters around Christmas, when the weather is at its coldest. Unfortunately this puts us in direct competition with other charities such as YMCA, Crisis, Shelter and St Mungo's. Many donations at Christmas are single gifts, with no opportunity to capture details or build a relationship with donors. The Room Sponsorship product provides Centrepoint with a regular income stream. We capitalised on the success already achieved from off-the-page press.