About the client
CARE International UK is a humanitarian charity providing emergency relief and development assistance in vulnerable regions worldwide.
Challenge
The charity lacked centralised, actionable data and faced declining income and supporter recruitment—particularly from one-off donors. In-house analytical capacity was limited, and campaign strategy relied on assumptions rather than evidence. There was also minimal cross-sell and poor second-gift performance, with no consolidated insight to inform strategic shifts or board-level reporting.
Our solution
Wood for Trees conducted a foundation audit to consolidate data and extract high-confidence insight.
This was followed by the implementation of InsightHub, enabling real-time performance tracking and sector benchmarking.
A cash programme review was delivered to analyse giving behaviour and identify optimal donation prompts.
Board reports and planning processes were transformed through InsightHub’s dashboards, bookmarks, and trend-tracking capabilities.
Results
- Confirmed low cross-sell and second-gift rates, with clear statistical evidence to replace anecdotal assumptions
- Identified significant decline in one-off giving post-2018 and falling recruitment since 2017
- Supported strategic refocus on cash giving alongside regular donations
- Defined optimal cash prompts of £5, £10 and £15
- Informed a unified Christmas 2021 campaign with streamlined messaging and targeted cash donor segmentation
- Improved donor UX with payment options like Apple Pay and Google Pay
- Enabled faster response to crises through agile, high-ROI emergency appeals
- Personalised supporter journeys with integrated email and donation touchpoints
Wood for Trees continues to function as an embedded partner, supporting ongoing analysis and campaign optimisation.
