Centrepoint and Wood for Trees

With support from Wood for Trees, Centrepoint implemented Apteco FastStats and PeopleStage to automate and personalise key supporter journeys. They successfully migrated complex journeys, such as ‘Sponsor a Room’ (SAR) and ‘Standard Regular Giving’ (SRG), incorporating personalised messages, sophisticated audience segmentation and multi-channel touchpoints.

The automated journeys led to some positive improvements in engagement. In particular, the SRG journey saw an increase in open rates compared to what was achieved using the previous system, and the marketing team has gained new insights that were previously impossible to achieve. Centrepoint also utilised PeopleStage’s testing capabilities to help refine content and optimise future engagement, all while eliminating the need for more manual processes. Expanding on their success, Centrepoint launched additional automated journeys for new donors, lapsed supporters and retention efforts. These journeys, which included targeted reactivation and churn prevention campaigns, have contributed to substantial revenue increases, including a potential £33,813 in additional annual income from reactivated donors. In total, more than 150,000 emails were sent to over 40,000 supporters, doubling Centrepoint’s outreach compared to the prior year. The adoption of Apteco software has also saved approximately 13 hours of staff time each month, allowing for greater productivity and more streamlined processes.

Centrepoint’s innovative use of Apteco software, supported by Wood for Trees, has revolutionised their supporter email journey management and earned significant improvements in donor engagement.