A month ago Curve launched a charity drive to raise money for food charities, to feed people suffering from Coronavirus-related food shortages and poverty. I thought I’d have a look at how they were getting on to understand more about the size of their active customer base & how engaged their customers were.
Curve built a new website, emailed their entire customer base (confirmed last year as 650k, planned to be 2m customers now), sent multiple tweets and even got Mastercard tweeting out their campaign many times - “Not All Heroes Wear Pants”. The stated goal was to raise £100,000.
They’ve managed to get donations from 174 people, totalling £2,343. Curve’s attempts to get people to tweet photos after their donations resulted in 2 tweets.
The system they’ve built is not good - it’s incompatible with Gift Aid (so charities lose the tax top-ups) and the website charge charities 6% for the publicity on top of the card charges (say another 2-3%) - but only geeks will have read the small print to notice this. I don’t know if people feel they don’t have the money to donate to charity, or if Curve’s customer base is small, but achieving 2% of their target and a 0.0001% response rate is less than ideal, especially considering Curve’s CEO confirmed he had donated. The website would have cost more to develop than it raised.