Centrepoint

The Good Agency

THE TEAM

Reuben Turner

Selina Heathcote

Lynn Bushby

Caroline Glover

Emma Amato

Paul Bygraves

Louisa McGinn

Joe White

Karla Montfort

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.

OBJECTIVES

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.