Pioneering new ways of fundraising
We worked with international disaster relief charity, ShelterBox, to develop a new product that would drive engagement and grow sustainable income. It was a world first for charity donations – a book club that saves lives.
Changing the story
With regular-giving direct debits decreasing steadily across the charity sector, we had to find an innovative new way for ShelterBox to acquire and retain long-term supporters.
A new chapter for giving
We were tasked to find a compelling way to grow regular donations, so we developed a brand-new charity subscription product.
Meeting new characters
We dug deep to discover not just why potential supporters would give, but what they cared about. We discovered an audience with a love of travelling the world, widening their horizons and experiencing new cultures through reading. And so ShelterBox Book Club was born. It is the world’s first charity book club – bringing sustainable income to the charity, in return for inspiring reads from the countries and cultures where ShelterBox saves lives.
The initial campaign beat recruitment targets by 140%. In year one, 96% of sign-ups continued to be current members – a retention rate unheard of in the charity sector.