Crisis
Crisis is the UK national charity for homelessness, founded in 1971, providing free one-to-one housing, education, employment, and health support across 9 Skylight Centres in England, Scotland, and Wales, funded by donations, retail, events, and corporate partnerships.
- Company typePrivate
- Founded1971
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Crisis does
Crisis is a UK-registered charity (Crisis UK, company limited by guarantee, charity numbers E&W1082947 and SC040094) and the national charity for people experiencing homelessness in Great Britain. The organisation was founded in 1971 and is headquartered at 50–52 Commercial Street, London E1 6LT, with service delivery across 9 Skylight Centres in Birmingham, Brent, Croydon, Edinburgh, London, Merseyside, Newcastle, Oxford, and South Wales. Its core offering is free, intensive one-to-one support to individuals and families experiencing or at risk of homelessness, delivered through year-round Skylight Centre services, the seasonal Crisis at Christmas programme (including hotel accommodation, day centres, hot meals, and healthcare), and the Changing Lives Grant programme co-funded with Lloyds Banking Group for education, training, and small business set-up (grants of £10,000+). Additional services include a private renters’ rights guide, landlord support services, the Help to Rent Database for practitioners, the Built for Zero collaborative initiative, and a Venture Studio innovation programme.
Crisis operates a diversified fundraising and revenue model rather than a commercial pricing model: services are provided free of charge to beneficiaries. Income is generated through one-off and monthly individual donations (accepted via Worldpay, PayPal, GooglePay, ApplePay, Amazon Pay, BITPay cryptocurrency, and text-to-donate), legacy gifts in Wills, events including the TCS London Marathon 2027 and the annual 330,000-step Step Challenge (powered by JustGiving), corporate partnerships (Lloyds Banking Group, MAC Cosmetics), trust and foundation grants, face-to-face fundraising via REAL Fundraising, telemarketing via Real Calling, and retail revenue from physical charity shops plus an online shop on Shopify with eBay and Depop marketplace presence. The suggested Crisis at Christmas donation is £29.80 per beneficiary.
The underlying technology stack is fundraising- and supporter-CRM-centric rather than product-centric. Supporter information is held in Raiser’s Edge and Microsoft Dynamics CRM, and Crisis is migrating this to a new EU-based Modern Data Platform on Microsoft Azure during 2025-2026 with delivery partner E-Synergy. Supporting infrastructure includes Engaging Networks for email and campaign action management, OneTrust for cookie compliance, Zendesk (with approved AI tools) for the supporter helpline, Google Analytics and Hotjar for web analytics, TV Squared for TV advertising attribution, and Meta/Facebook pixel plus Custom Audiences and lookalike audiences for paid social. Audience segmentation is supported by Experian Mosaic. The organisation is governed as a non-profit with no parent company, no subsidiaries, and no disclosed institutional ownership; strategic direction is led by Chief Executive Matt Downie MBE.
Crisis firmographics
Firmographics- Name
- Crisis
- Legal name
- Crisis UK
- Website
- https://crisis.org.uk
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Crisis is the UK national charity for homelessness, founded in 1971, providing free one-to-one housing, education, employment, and health support across 9 Skylight Centres in England, Scotland, and Wales, funded by donations, retail, events, and corporate partnerships.
- Ownership category
- akta.pro rank
Crisis industry classification
Industry- Product category
- Homelessness and social welfare services
- NAICS
- Individual and Family Services (6241), Community Housing Services (62422), Temporary Shelters (624221)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Housing Assistance & Homeless Services (BPAGAEAB)
Keywords
Where Crisis is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices9 records
Markets served
Crisis business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Individual Donations: One-off and monthly donations from individual supporters. Crisis accepts donations via credit/debit card (processed through Worldpay), PayPal, GooglePay, ApplePay, Amazon Pay, text-to-donate, cheque, and contactless payment via Liberty Pay. Crisis receives 100% of text donation value.
- Events and Challenges: Fundraising through events including TCS London Marathon, annual step challenges (330,000 steps in April), and other fundraising activities. Supporters can create personal fundraising pages on JustGiving.
- Charity Shop Sales: Revenue from physical charity shops and online marketplace sales through Shopify, eBay, and Depop platforms.
- Legacy Gifts: Bequests and gifts left in supporters’ Wills. Crisis maintains legacy administration and communicates with families of those leaving gifts.
- Corporate Partnerships: Partnerships with businesses including Lloyds Banking Group for the Changing Lives Grant programme. Crisis also receives corporate donations, goods donations, and employee fundraising.
- Trust and Foundation Grants: Applications to trusts and foundations for funding towards services. Crisis researches organisations thoroughly before applying.
- Face-to-Face Fundraising: Street-based fundraising campaigns managed by REAL Fundraising with fundraisers employed by US Fundraising. Secure tablet system provided by Evergiving collects supporter details.
- Telemarketing: Telephone fundraising conducted by Real Calling. All calls recorded and sent securely to Crisis for quality assurance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | One time | Crisis at Christmas suggested donation |
Distribution channels6 records
Marketing channels12 records
Crisis product offering
Product offeringCore offering
Crisis is the national UK charity for people experiencing homelessness, delivering free direct support through year-round Crisis Skylight Centres in nine regions and the annual Crisis at Christmas programme of day centres, hotel accommodation, meals, and healthcare. It funds long-term reintegration via the Changing Lives Grant programme (with Lloyds Banking Group), and combines this with research, policy advocacy, and large-scale fundraising including charity shops and the Step Challenge.
Product overview
Crisis is a UK homelessness charity offering a portfolio of direct service, research, and fundraising products rather than a unified software platform. Core services include Crisis Skylight Centers providing intensive one-to-one support to people experiencing homelessness across nine locations in England, Scotland, and Wales, and the seasonal Crisis at Christmas program offering day centers, hotel accommodation, hot meals, and healthcare during the Christmas period. Crisis also operates charity shops and an online shop (Shop from Crisis via Shopify), runs the annual Step Challenge fundraiser on JustGiving, and provides the Changing Lives Grant program for education and employment. On the knowledge side, Crisis publishes the annual Homelessness Monitor research and maintains the Homelessness Knowledge Hub. Additional services include a Help to Rent Database for practitioners, Built for Zero collaboration, landlord support services, a private renters' rights guide, and campaigning/advocacy initiatives. Crisis Skylight Members is the program through which individuals receive ongoing support from lead workers.
Differentiator
Problem solved
Functional benefit
Brands
- Crisis at Christmas: Annual Christmas program providing accommodation, meals, healthcare and support services to people experiencing homelessness during the holiday period.
- Crisis Skylight
- Changing Lives Grant
Products and services
- Crisis Skylight Centres Year-round one-to-one support centres in nine locations across England, Scotland and Wales (Birmingham, Brent, Croydon, Edinburgh, London, Merseyside, Newcastle, Oxford, South Wales), helping people experiencing homelessness access benefits, healthcare, employment and housing.
- Crisis at Christmas Annual seasonal service providing day centres, hotel accommodation, hot meals, Christmas lunch, healthcare from volunteer professionals, and specialist advice for people experiencing homelessness during the Christmas period, with referrals into year-round services.
- Changing Lives Grant Grant programme helping people experiencing homelessness set up a small business or progress into education or employment, with awards of over £10,000 covering equipment, training and supplies; delivered in partnership with Lloyds Banking Group.
- Crisis Charity Shops Physical charity shops selling donated pre-loved items and new goods, with revenue supporting Crisis homelessness services.
- Shop from Crisis (Online) Online retail store operated through Shopify, with additional marketplace presence on eBay and Depop, selling pre-loved items and donated gifts to raise funds for Crisis.
- Homelessness Monitor Annual independent longitudinal study providing analysis of the impact of economic and policy developments on homelessness in the UK, tracking core homelessness including rough sleeping, sofa surfing, hostels and unsuitable temporary accommodation.
- Homelessness Knowledge Hub Online research platform providing analysis and data from Crisis and other sources to understand the causes of homelessness and inform policy and practice.
- Help to Rent Database Database resource for homelessness sector practitioners providing tools and information to help people experiencing homelessness access private rented housing.
- Services for Landlords Service supporting private landlords to rent properties to people experiencing homelessness, offering tenancy support, incentives, and insurance schemes to help make tenancies successful.
- Step Challenge (Step Forward) Annual fundraising challenge where participants log 330,000 steps in April to raise money for Crisis, powered by JustGiving with Fitbit integration, team creation and social sharing features.
- Know Your Rights: Guidance for Private Renters Free online guidance resource helping private renters understand their rights around rent, repairs and evictions to prevent homelessness.
- Built for Zero Collaborative initiative using data-driven approaches and collective action to end homelessness, in which Crisis participates alongside other organisations.
Quantifiable outcome
- 5,321 people helped end their homelessness in 2023-24
- +2 more outcomes
Companies that use Crisis
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles4 records
Crisis technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration33 records
Feature4 records
Crisis partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered minor and core.
- E-SynergyminorDelivery partner supporting the migration of supporter information to the new Microsoft Azure-based Modern Data Platform during 2025-2026.
- JustGivingcoreOnline fundraising platform powering Crisis step challenges and individual fundraising pages. Provides infrastructure for donations, team creation, and social sharing. Platform includes Fitbit integration for automatic step tracking.
- REAL FundraisingcoreManages Crisis face-to-face street fundraising campaigns. Employs fundraisers through US Fundraising who collect supporter details using secure tablet systems provided by Evergiving.
- Real CallingcoreConducts telemarketing for Crisis. Records all calls and sends securely to Crisis. Checks supporters against Telephone Preference and Fundraising Preference Services before calling.
- WorldpaycorePayment processing partner for credit and debit card donations. Processing is in accordance with Payment Card Industry Security Standards.
- MAC CosmeticsminorBeauty brand partner providing products and professional discount (35% pro discount) for Crisis members rebuilding their careers, such as make-up artists supported through Changing Lives Grants.
- Microsoft AzurecoreCloud platform hosting Crisis supporter database and Modern Data Platform. Migration to EU-based Azure platform began during 2025 to improve data protection and security.
- ShopifycoreE-commerce platform powering Crisis online shop. Provides checkout, search, recommendations, and analytics. Shares data with Facebook for advertising effectiveness tracking.
- OneTrustcorePrivacy management software providing cookie law compliance tool used across Crisis websites.
- ZendeskcoreCustomer service platform managing supporter helpline contacts and enquiries. Supports AI-assisted tools for grouping audiences and handling customer enquiries.
- Meta (Facebook and Instagram)coreAdvertising platform for targeted marketing. Crisis uses Facebook pixel, Custom Audiences, lookalike audiences, and conversion tracking. May receive hashed email data for audience matching.
- Engaging NetworkscorePlatform provider for email campaigns and supporter actions including petitions. Processes data for email delivery and managing campaign activities.
Scale indicators11 records
Recent moves6 records
Expansion highlights5 records
Crisis competitors and assessment
Company assessmentDirect peers
- Shelter: Shelter is the UK's other national homelessness and bad-housing charity, providing advice, legal services, and policy advocacy. Directly comparable in mission, geographic scope (UK-wide), fundraising model, and policy influence.
- Centrepoint: Centrepoint is a UK charity focused on young people experiencing homelessness, offering accommodation, training, and employment support. Comparable service model (direct support plus fundraising) and overlap on the 16-25 cohort.
- St Mungo's: St Mungo's provides accommodation, recovery, and prevention services for people experiencing homelessness in London and the South West. Directly comparable in frontline delivery, fundraising approach, and rough-sleeper focus.
- Thames Reach: Thames Reach supports people experiencing homelessness and marginalisation across London through outreach, accommodation, and employment programmes. Comparable service portfolio, though concentrated in London.
- Emmaus UK: Emmaus UK runs a federation of communities supporting people out of homelessness through accommodation, training, and social enterprise. Comparable model combining direct support, retail fundraising (charity shops), and member employment.
- Depaul UK: Depaul UK supports young people and adults experiencing homelessness through accommodation, education, and prevention services. Comparable direct-delivery charity with similar service types and UK geographic spread.
Broad incumbents
- The Salvation Army (UK): The Salvation Army operates one of the UK's largest homelessness accommodation networks alongside broader social services. Comparable in providing emergency shelter and long-term support but on a much broader welfare mission.
Emerging players
- Homeless Link: Homeless Link is the national membership body for homelessness organisations in England. Comparable as a sector infrastructure and research/training provider that complements Crisis's Knowledge Hub function.
- SASH (Safe and Sound Homes): SASH prevents youth homelessness in the East of England through volunteer hosting and supported lodgings. Comparable mission focus but operates a distinct volunteer-hosted model versus Crisis's centre-based delivery.
Regional players
- The Passage: The Passage provides homelessness services in Westminster and London. Comparable in frontline delivery (day centre, accommodation, resettlement) but with a much narrower geographic footprint than Crisis.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Crisis social profiles
Digital presenceCrisis financial estimates
Financial estimateRevenue estimate
Valuation estimate
Crisis leadership team
Management profileNumber of profiles
Profiles1 record
Crisis funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Crisis M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Crisis
What does Crisis do?
Crisis is the national UK charity for people experiencing homelessness, delivering free direct support through year-round Crisis Skylight Centres in nine regions and the annual Crisis at Christmas programme of day centres, hotel accommodation, meals, and healthcare. It funds long-term reintegration via the Changing Lives Grant programme (with Lloyds Banking Group), and combines this with research, policy advocacy, and large-scale fundraising including charity shops and the Step Challenge.
Is Crisis a public or private company?
Crisis is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Crisis founded?
Crisis was founded in 1971. It employs 1 to 10 people.
Where is Crisis based?
Crisis is headquartered in London, United Kingdom, in the Europe region.
How does Crisis make money?
Eight revenue lines are on record. Individual Donations are the primary driver. The others are events and Challenges, charity Shop Sales, legacy Gifts, corporate Partnerships, trust and Foundation Grants, face-to-Face Fundraising and telemarketing.
Who are Crisis's main competitors?
Direct peers on record are Shelter, Centrepoint, St Mungo's, Thames Reach, Emmaus UK and Depaul UK. The Salvation Army (UK) is listed as a broad incumbent. Emerging players are Homeless Link and SASH (Safe and Sound Homes). The Passage is listed as a regional player.
Does Crisis have an API?
No public API is recorded for Crisis.
What industry is Crisis in?
Crisis's product category is Homelessness and social welfare services. Its primary akta.pro industry code is BPAGAEAB, Housing Assistance & Homeless Services. Its NAICS code is 6241 and its SIC code is 8300.