Shelter.
Shelter, the housing and homelessness charity; helps people find and keep a home, and campaigns for decent housing for all. We helped them develop a compelling fundraising proposition to raise income and support brand repositioning.
“Oh, and I thought Shelter was all about people who sleep rough.”
£5 million raised for children without a permanent home
Audience.
“I’ve had no joy with the council even though I’ve been trying to be housed with them for three years. Despite having two kids and being pregnant they’ve put me in a tatty B&B, where we all have to share a room. It’s cramped, dirty and a long way from my children’s old school. I do my best to cope, but this is no place to bring up a family.”
Challenge.
Maintaining a consistent brand can be difficult in a charity with diverse audiences and competing objectives. Two years into a successful re-brand and repositioning programme Shelter’s fundraising department wanted to create a new appeal to motivate major donors without compromising the brand. There was a need to both raise income and broaden perceptions of the charity beyond street homelessness.
Insight.
One million children in Britain live in housing that is overcrowded, temporary, or run-down. Some live in housing that’s making them ill. Many are missing out on a decent education. Others suffer chronic insecurity, shuffled from place to another. And yet homeless children were an invisible group – all too often ignored – off of the street – out of sight and mind.
Result.
We developed a compelling case for support that focused on the emotive plight of the one million children who grow up in poor housing, demonstrating how Shelter provide a solution, but only through the support of the donor. The Keys to the future appeal was successful in raising £5million as a result. See it for yourself at keystothefuture.org.uk.