Creating new campaign propositions with the homelessness charity Shelter

As the nature of this piece of work is confidential, there aren’t any visuals for the time being. If you need proposition discovery research, development and design, drop Kath a line for a chat.

The problem

Shelter is a national charity that exists to defend the right to a safe home. They asked Creative Switch to support them on their journey to discover, identify and test creative strategies for a new cause-led fundraising Campaign proposition for the Christmas period.

The solution

Research Approach

We used a blend of design thinking and co-design methodologies, an approach which actively involves stakeholders, supporters, corporate partners and Shelter’s clients in the creative process including stakeholder workshops, surveys and co-designed ideation sessions. This helped us hold deeper conversations with different audiences and understand the problem from multiple perspectives.

Research and Ideation

We delivered a synthesis of the research in the form of a Creative playbook of 6 key themes based on evidence and creative strategies. These themes were used as a springboard to generate ideas for a fundraising proposition and complimentary sub-products. 

Testing and Recommendations

We delivered 15 fundraising proposition ideas which were reviewed internally and the favourite three were tested with target audiences using in-depths and focus group research methodologies. The findings from the testing were packaged into a final report which we hand over to the internal Shelter team to iterate and develop.

The creative team: Creative lead by Kath Simpson, Design research by John O'Reilly, Innovation support by Sean Miller, Creative development and copywriting by Joe Tucker and Creative digital support by Cheri Percy. Testing Research agency by Breathe.

• The deliverables

  • Creative brief

  • Research strategy

  • Desk research

  • Audience surveys

  • Audience workshops

  • Stakeholder workshops

  • Proposition insights

  • Proposition ideation theme playbook

  • Co-design ideation workshop

  • Ideas matrix and criteria

  • Testing ideas

  • Report findings and recommendations

“Thank you so much for all the work you’ve put into Shelter – your insights and expertise have been so useful and are certainly helping us to shape the future of the winter campaign.”

– Shazia Govindji, Senior Fundraising Project Manager”