Our community strategy focuses on charitable giving, creating opportunity in under-represented communities, and on the customer and recipient experience.
Through the Moonpig Group Foundation, we support initiatives that create connections and spark moments of joy in our communities. We have several mechanisms in place to facilitate employee engagement and involvement with our charitable partners. Through the Moonpig Group Foundation our employees have access to matched funding and payroll giving to increase the value of their donations.
We encourage our highly skilled and motivated workforce to volunteer for causes, allowing paid time off for our employees to do so.
The Moonpig Group Foundation is an account within the Charities Aid Foundation (CAF), a donor-advised fund and Registered Charity (Number 268369). Governance of the charity itself is provided by the trustees of the CAF. Giving requests to the Moonpig Group Foundation are managed internally by a committee that is chaired by the CEO.
We are aware that some investors require visibility of exposure to alcohol sales. The proportion of revenue generated from alcohol products during FY24 was 5.3% (FY23: 5.3%).
The Group’s sustainability strategy includes three community goals.
Goal 6: Invest £1m between 2020 - 2025 through the Moonpig Group Foundation.
Goal 7: Maintain the level of new hires into technical roles1 at around 45% women.
Goal 8: Reach and maintain a top-quartile customer NPS score of at least 70.
Charitable donation
The Group has committed to invest £1m between 2020 and 2025 through the Moonpig Group Foundation, supporting initiatives which help communities to be more resilient and lead happier, healthier lives.
During FY24 the Moonpig Group Foundation made charitable donations totalling £176,000 (FY23: £211,000).
As at 30 April 2024 the Foundation has cumulatively donated £620,000 (30 April 2023: £444,000) to third-party charities since being set up in FY21.
The Group also made charitable donations on its own account totalling £436,000, £304,000 to the Foundation and £132,000 direct to charities (FY23: £70,000, all to the Foundation).
Employees in each of our locations have chosen a cause to support in FY25. The chosen charities are Campaign Against Living Miserably (UK), The Willow Foundation, The Ivy Trust (Guernsey) and Stichting Jarige Job (Netherlands).
Technology community
The Group committed to maintain the level of new hires into technical roles at around 45% women. For these purposes, the definition of technology talent includes the teams in technology security, engineering, product and analytics. To deliver the Group’s strategy, we need to hire highly skilled technology workers from all areas of society.
In FY24 40% of new hires into technical roles across the Group were female (FY23: 45%). As at 30 April 2024, 33% of employees in these teams are female (2023: 34%).
We have confidence in our ability to increase these KPIs. Our current performance remains favourable compared to the wider market, which we attribute to having built excellent relationships with gender diversity organisations such as SheCanCode and Women In Tech.
During the year, we have continued to develop our mentoring and experiences programmes with them. In FY25 we will explore opportunities to more closely align recruitment processes across the Group and we will continue our partnership with Cajigo, a technology platform focused on mentoring women in technology.
Customer Net Promoter Score
The Group aims to maintain a top-quartile NPS score of at least 70. Our mission is to help people connect and it is important that our customers believe it is doing this.
In FY24, the weighted average customer NPS score across Moonpig and Greetz was 57 (FY23: 60). Over the past two years, the postal operators in the UK and the Netherlands have demonstrated poor service performance. In the UK, Royal Mail consistently failed to meet the Service Level Agreement for next-day letter post deliveries. This has negatively impacted our customer net promoter scores in FY23 and FY24.
In response, we are redesigning business processes to mitigate these impacts on our customers, by focusing on four key areas:
- Encouraging early ordering and dispatch. To enhance delivery reliability, we have initiated early shipping for future orders, which has significantly reduced customer inquiries related to these orders. Leveraging our database of 90m customer occasions reminders (FY23: 84m), we now send the first reminder 14 days before each occasion, encouraging customers to place their orders well in advance.
- Improving how we communicate estimated delivery dates. We have implemented “date first” user experience flows at the checkout on our website and apps to inform customers more clearly about the possibility of scheduling their orders for cards and gifts in advance.
- Providing more options for tracked delivery. We have collaborated with Royal Mail to introduce a tracked delivery service at an attractive consumer price. This service, available during peak demand periods such as Christmas, Valentine’s Day and Mother’s Day, allows customers to send greeting cards even after the cut-off for first class letter post.
- Expanding our digital offering. We have launched same-day digital gifting capability on Moonpig by combining gift experiences with e-cards, leveraging the range of Red Letter Days and Buyagift.
1Technical roles for these purposes comprise those in technology security, engineering, product and analytics.