Crisis dresses up donations as 'social investment'

Fundraising | 9 Oct 2009

Crisis, the homelessness charity, is attempting to attract donations in multiples of £1,200 by selling 'unit investments' modelled on a corporate share offer.

Instead of getting a financial return on their investment, investors in the Urban Investors programme are guaranteed a social return. Crisis has estimated that the social value it can derive from each £1 invested is £3.66, so promises investors a social return on investment (SRoI) of 3.66:1.

If for any reason the social return dips below £1.01, investors are entitled to claim their money back.

The money will be used to expand Crisis’ Skylight education, training and employment centres, already operating successfully in East London and Newcastle. The charity plans to enhance its existing centres and build new ones in five more UK cities. Investors can choose where their money is spent and will be treated like corporate shareholders, receiving a full prospectus and six-monthly investors’ reports. A dedicated Urban Investors site within the Crisis website will provide continual updates on unit value, fund subscriptions, site developments and the charity successes with beneficiaries.

Crisis claims Urban Investors enables supporters to have greater input and control over their donations. UI Units, available for £1,200 each, will be available from 14 October. The development has been overseen by an advisory board of entrepreneurs and City bigwigs including Sir David Bell of Financial Times owner the Pearson Group and Richard Murley, managing director at Rothschild. The offer will be advertised in the FT and other media this month.

Directory: Crisis

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