Depaul UK: iHobo
Principal Authors: Andy Lear, Ginger Professor and Benjamin Worden, Publicis
Introduction
There are more than 300,000 apps in Apple's UK AppStore.1
80% of these are forgotten within a day of downloading.2
This is the story of one that burned brightly, but also endured.
By doing so it helped to transform the long-term commercial fortunes of the relatively unknown homelessness charity behind it - Depaul UK. iHobo breathed new life into a formerly shrinking donor database, will bring in lifetime donations of up to £1.5m, and could generate a potential ROI of £250 for every...