With a growing need for Anglicare's services across Western Australia and an aging database, Anglicare understood that it needed to find a way to secure new and sustainable sources of flexible funding. It also wanted to attract new and younger donors to support its mission. Having previously delivered a growth strategy for Anglicare WA, we were tasked with developing the concept for their new regular giving product.

Our approach was to draw on best practices in regular giving worldwide and to break down the qualities that make truly transformative products stand out. We also deep-dived into donor insights to better understand why people give regularly to charities and what keeps them giving. The third step was speaking to Anglicare's staff and support workers. Following one particular conversation, our team were all on the edge of tears having heard about the challenges within the community, with government funding keeping up, and the resilience of this persons team to keep showing up and fighting the good fight. Someone said it, she's a f@cking warrior!

The insight was that if we can make people feel the way we did in that moment, they'll be running to sign up and become a regular donor. The creative idea was to make support workers the heroes and peel back the curtain to allow people to hear and see the need, as well as Anglicare's programs in action, and be part of the solution. Anglicare loved the idea, the support workers who needed to additional work to bring the concept to life were delighted.

The product is, Choose Your Warrior.

The team at Anglicare have since worked tirelessly behind the scenes to bring the concept to life. The public response has been phenomenal and Choose Your Warrior has exceeded first-year fundraising expectations.

If you're ready this, I urge you to check it out and become an ally to Anglicare's real-life warriors.

‍