Crisis led the industry when it launched its social investment product, Urban Investors. But, disappointed with the level of major donor interest, the charity has turned the ask into a direct mail regular giving campaign. Ed Tait explains how it works. 

In 2008 Crisis began an ambitious five-year plan to increase the number of Crisis Skylight training, education and employment centres from two to ten. It was a big plan, requiring a lot of investment, and our research identified major giving as an area we could target to fuel this necessary growth.