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...