St Mungo's: Christmas supporter engagement

St Mungo’s supports people experiencing homelessness through a range of services such as emergency accommodation and job skills training.

As a part of a Christmas email journey, the St Mungo’s team wanted to bring to life the work they do and help supporters to build a stronger connection with the organisation's clients. Of course this included lots of case studies and storytelling, but they also wanted to build in some active engagement too.

Christmas messages

St Mungo’s used Impact Stack to collect messages of season’s greetings and good wishes to display on the Christmas trees in their centres around the country.

How the action worked

St Mungo’s were already using Impact Stack for their fundraising, campaigning and other engagement actions, so setting up this new action was fast, easy, and cost nothing extra to do.

The action used the ‘flexible form’ action type to collect messages of support. These were printed out onto paper baubles to be displayed in St Mungo’s centres, connecting supporters with service clients.

Converting engagement to donations

Using Impact Stack’s ‘overlay’ feature, the action also offered supporters the chance to donate after leaving their message as an integrated part of the on-page user journey, with no extra clicks or redirects to another site or service.

The supporter’s personal data (name etc) had already been captured so Impact Stack could prefill this information, making the donation experience smooth and easy. In year one, 29% of message-senders made a donation right away.

If a user clicked the 'x' to close the the overlay, they were offered the chance to share the bauble action instead.

"Setting up this action on Impact Stack was so easy. The ability to simply connect engagement actions and donation forms together helps us to both engage our supporters in our work whilst also effectively raising money in the same action. This makes journeys much more simple for supporters to navigate and for our teams to set up."
Patrick Beswick, Assistant Head of Public Engagement (Digital)

The action was so popular the idea was also used for postal mailers and launched again the following Christmas, generating a similar thank you page donation rate.

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Spark your creativity

The St Mungo’s bauble action idea came out of a creative session designed and facilitated by the More Onion team (the creators of Impact Stack), as a part of a broader supporter journeys project. If you’d like to work with us on journeys, engagement or creative projects, please reach out.