OUR WORK
ST MUNGO’S
THE CHALLENGE
St Mungo's wanted a repeatable, scalable, regular giving proposition that would engage new audiences aged 40-60
Like many homeless charities, they needed something authentic but different enough to stand out in a crowded marketplace. We also wanted to co-create a proposition that worked all year round - not just in the colder winter months when people traditionally give more to people experiencing homelessness.
If that proposition could sprinkle a little joy into people’s lives, even better.
The brief was ambitious: create something that could mobilise thousands of new supporters while staying true to their mission of rebuilding lives.
OUR APPROACH
We took St Mungo's through our complete innovation cycle process, starting with the people who mattered most: their future supporters.
We recruited a diverse panel of potential donors aged 40-60 and spent hours listening to their lives, motivations, and relationship with charity giving. What we discovered was eye-opening.
WHAT WE DID:
Deep audience research: 8 one-hour listening sessions with our target demographic to understand their needs, drivers, and pain points
Collaborative ideation: Generated 200+ ideas in workshops with the St Mungo's team
Rigorous testing: Took the strongest concepts through qualitative interviews, quantitative surveys, and live digital smoke tests
Real-world validation: Tested with Meta ads and landing pages to prove market appetite before launch
Worked with the internal team to help them create a real Minimum Viable Product pilot. A small-scale pilot helps to derisk investment and keep momentum moving towards a quick managed launch
COLLABORATIVE IDEAS
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INSPIRED BY HUMANS
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COMPELLING YOUR AUDIENCE
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COLLABORATIVE IDEAS → INSPIRED BY HUMANS → COMPELLING YOUR AUDIENCE →
LET’S CHAT
Find out how we can help your charity
INFO:
hello@flyingcarsinnovation.com
+44(0)207 157 9504
Zeeta House, 200 Upper Richmond Road, Putney, London, United Kingdom, SW15 2SH