Crisis

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.

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

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

• Homelessness support services
• Housing assistance
• Charity fundraising
• Social welfare programmes
• Policy advocacy research

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. 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.
2. 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.
3. Charity Shop Sales: Revenue from physical charity shops and online marketplace sales through Shopify, eBay, and Depop platforms.
4. Legacy Gifts: Bequests and gifts left in supporters’ Wills. Crisis maintains legacy administration and communicates with families of those leaving gifts.
5. 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.
6. Trust and Foundation Grants: Applications to trusts and foundations for funding towards services. Crisis researches organisations thoroughly before applying.
7. 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.
8. Telemarketing: Telephone fundraising conducted by Real Calling. All calls recorded and sent securely to Crisis for quality assurance.

Pricing tiers

Distribution channels6 records

Marketing channels12 records

Core 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

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration33 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• E-SynergyminorImplementation/ SI/ Consulting Partner · 1 January 2025Delivery partner supporting the migration of supporter information to the new Microsoft Azure-based Modern Data Platform during 2025-2026.
• JustGivingcoreTechnology or IntegrationOnline 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 FundraisingcoreChannel Partner/ Reseller/ DistributorManages Crisis face-to-face street fundraising campaigns. Employs fundraisers through US Fundraising who collect supporter details using secure tablet systems provided by Evergiving.
• Real CallingcoreChannel Partner/ Reseller/ DistributorConducts telemarketing for Crisis. Records all calls and sends securely to Crisis. Checks supporters against Telephone Preference and Fundraising Preference Services before calling.
• WorldpaycoreTechnology or IntegrationPayment processing partner for credit and debit card donations. Processing is in accordance with Payment Card Industry Security Standards.
• MAC CosmeticsminorStrategic or Co-development PartnerBeauty 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 AzurecoreTechnology or IntegrationCloud platform hosting Crisis supporter database and Modern Data Platform. Migration to EU-based Azure platform began during 2025 to improve data protection and security.
• ShopifycoreTechnology or IntegrationE-commerce platform powering Crisis online shop. Provides checkout, search, recommendations, and analytics. Shares data with Facebook for advertising effectiveness tracking.
• OneTrustcoreTechnology or IntegrationPrivacy management software providing cookie law compliance tool used across Crisis websites.
• ZendeskcoreTechnology or IntegrationCustomer service platform managing supporter helpline contacts and enquiries. Supports AI-assisted tools for grouping audiences and handling customer enquiries.
• Meta (Facebook and Instagram)coreGTM or Marketing PartnerAdvertising platform for targeted marketing. Crisis uses Facebook pixel, Custom Audiences, lookalike audiences, and conversion tracking. May receive hashed email data for audience matching.
• Engaging NetworkscoreTechnology or IntegrationPlatform 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

Direct 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

• Xx.com/crisis_uk
• Facebookfacebook.com/crisis.homeless
• LinkedInlinkedin.com/company/crisis-uk
• Instagraminstagram.com/crisis_uk
• Pinterestpinterest.com/crisisuk
• TikToktiktok.com/@crisis_uk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crisis