367,000 raised through the Virtual Gifts programme.
Enhanced user experience and improved print quality.
Automated order processing, boosting efficiency and revenue.
Background
Centrepoint, the UK’s leading youth homelessness charity, relies heavily on fundraising activities, and their Christmas Virtual Gifts (VG) programme is a vital source of income.
This programme, which had already enjoyed several successful years, allows supporters to purchase virtual gifts across various price brackets, with the option to send either an eCard or a physical printed card to their chosen recipient.
Propack was brought in to build on and improve this already successful initiative.
Objectives
- Enhance the user experience (UX)
- Improve the card design and print quality
- Automate the process from order capture (both online and paper) through to print and mail
- Redesign the paper order form and incorporate it into a direct mail pack to boost response rates
Overview
Our team conducted a thorough analysis of the VG programme and made several key recommendations:
- Personalised Messaging: We integrated personalised messaging, allowing supporters to include a message to their recipients.
- Digital Variable Print: Utilised digital variable print technology to replace the previous generic versions with more tailored, high-quality prints.
- Redesigned Order Form: After a series of UX tests, we developed a new order form design to simplify the process and increase response rates.
- Revamped Greeting Cards: We created a new suite of greeting cards that incorporated personalised messaging for a more meaningful touch.
Our development team also enhanced the data flow by building a direct API to capture data in real time. Additionally, an automated email process and reporting system were implemented to streamline the eCard dispatch following successful orders.
What we did
The results were outstanding, with an increase in revenue of nearly £50,000 compared to the previous year, bringing the total raised to £367,000.
After analysing the campaign’s success, we proposed further improvements, including the development of a more advanced order site with features such as integrated online proofing and digital asset downloads.
Centrepoint expressed their gratitude, noting that this year’s VG income exceeded last year’s total of £254,000, making it their best-performing year ever.>
