CRISIS

CRISIS - HOME PACK

There’s never a good time to be homeless but winter is definitely the most difficult and dangerous. Using behavioural science techniques, we wanted to create a pack that conveyed a sense of what it’s really like to be homeless. We also wanted to make the supporter feel empowered to get a homeless person off the streets and into the safety of a home. This would both increase their personal connection with the pack and increase their sense of the impact of their donation.

We achieved all this by asking the donor to fill up a ‘moving in box’ with tangible household-item stickers on the donation form. This successfully pushed up the average donation amount. We also gave the supporter the chance to write a personal message on the enclosed moving-in card. This increased engagement with the pack and gave an uplift in response rates.