Agency: Illuma

Boosting Shelter’s donations in tough conditions

Shelter is a registered charity that campaigns to end homelessness and bad housing in England and Scotland.

It gives advice, information and advocacy to people in need, and tackles the root causes of bad housing by lobbying government and local authorities for new laws and policies to improve the lives of homeless and badly housed people.

The Challenge

The goals Shelter set out for illuma to achieve included:

  • To maximise donations around the festive season, when people are busy, have additional money pressures, and are focused on spending their available money on personal gifts
  • There is also the added strain of competition at this time of year, so another key goal was to achieve standout.

The Strategy

Shelter partnered with illuma to optimise donations around the festive season. The illuma difference was evident in the strategy implemented for the campaign.

illuma observed pages being read by the target audience, and then selected those pages that were best performing.

This led to page recommendations to expand the campaign and find new customer peers.

The Results

The campaign was optimised in real time to deliver the best results, including:

  • +134 per cent return on investment
  • 389 conversions
  • a 0.14 per cent click-through rate (CTR).

“In illuma, we found a partner who both provided a high level of technical service, but also took a very personal approach to understanding the complex needs that our campaigns have.” Eoghan Beecher, Digital Fundraising Manager, Shelter