Centrepoint
Investing in Brand to Fuel Fundraising Growth
Overview
Building the brand to build future fundraising
Centrepoint had grown its income strongly since 2016, but total sector income had stalled and fundraising was becoming harder. JAA saw an opportunity to shift the balance: invest in the brand to create future demand, while making existing fundraising channels work harder today. A three-year plan brought both together around one clear goal — sustainable growth.
The Real Problem
Where does the next generation of donors come from?
Centrepoint relied heavily on direct response, but rising competition and acquisition costs were making growth harder. We needed to keep donations coming in today without sacrificing the brand investment required to create tomorrow’s supporters.
The Trait
Turn recognition into a reason to give
Centrepoint had a powerful purpose and track record tackling youth homelessness. We used that strength to build emotional connection with new audiences, while creating clearer routes from awareness to donation.
The Strategy
Build the brand. Optimise the response
We developed a three-year plan balancing sustained brand investment with smarter fundraising. The aim was to grow awareness and consideration while continuously optimising proven response channels around ROI.
The Tactics
Give every channel a job to do
TV and VOD built the brand, while fundraising activity combined TV, print, charity inserts, direct mail and SMS. Donor inserts and press postal-coupon ads were continuously optimised to make response investment work harder
The Results
Long-term thinking. Immediate returns.
The approach balanced future brand growth with stronger fundraising performance – creating demand while improving the efficiency of response activity.
31%
+349%
-75%
22k
