Centrepoint is the UK’s leading youth homelessness charity, supporting 16,000+ young people annually through accommodation, employability programmes and a helpline, with a mission is to end youth homelessness by 2037.
Challenge
- Outdated, time-intensive, semi-manual supporter journeys and data processing
- Inefficient processes prone to errors, limiting optimisation and multi-channel integration
- Resource constraints prevented scaling or creating new automated journeys
- Minimal testing and reporting capacity
Solution
- Partnership with Wood for Trees to implement Apteco FastStats and PeopleStage
- Migrated existing journeys (Sponsor a room, standard regular giving) and created new ones (welcome, reactivation, churn prevention)
- Introduced advanced analytics, dynamic, personalised content and automation
Outcome
- Increased engagement – higher open/click rates across journeys
- Revenue growth – £33,813 additional annual income annually from donor reactivation campaigns
- Operational efficiency – saved 13 staff hours per month, doubled email outreach to 150,000 emails per year
- Enhanced insights – real-time analytics enabled strategic improvements
Impact
- Improved donor retention, reactivation and engagement.
- Scalable and personalised supporter journeys
- Strengthened Centrepoint’s ability to achieve their mission of ending youth homelessness
