Our increasingly cashless society is squeezing dry the opportunities for one off cash donations which are still an important source of income for many charities. So, we looked to innovate in the remaining places where cash is still king – vending machines, parking meters, shopping trolleys, and the like.
By using the power of context and live data could the humble coin operated changing room locker become a compelling new media platform and unlock a whole new revenue stream for WaterAid? Targeting the fitness industry presented the perfect opportunity to create an emotional connection between donor and a cause and highlight the scale of the problem that WaterAid are dealing with. Globally dirty water kills one child every single minute, while we in the developed world enjoy the luxury of universal safe water and sanitation. In fact, we have so much water, we have 1000’s of pools in which we can safely swim. This is where our message landed.
The initial test of the Hope Locker generated a huge response. The trial proved that Hope Locker has the potential to generate efficient and effective income, while also raising awareness and engagement for WaterAid. Based on 240 lockers the projected 12 month revenue would be £136,000 per year, per swimming pool – delivering an ROI of 1.3:1 in year one.