Designing a head turning regular giving product

Choose Your Warrior: a breakthrough regular giving product

The need for Anglicare WA’s services has been growing. It’s not really a surprise given rising food and housing insecurity, cost of living pressures, and shocking rise of domestic violence in the state. The problem is that Anglicare WA had an ageing database and was reliant upon government funding, which is great but unable to keep up with people’s increasingly complex needs in the community.  What the organisation needed was to attract younger donors who can help provide flexible funding to help those most in need. We had previously been engaged by Anglicare to provide a growth strategy. A key pillar of the strategy was the opportunity to develop a new regular giving product. Naturally, we were delighted (terrified) when Anglicare WA asked us to design a concept for a kickass regular giving product the addresses organisational and community needs.

Approach

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.

Results

Choose Your Warrior launched in February, 2025. The public response to Choose your Warrior has been phenomenal and is on track to exceeding its first-year stretch targets by 150% with an average monthly gift of $33. We expect to see acquisition continue to grow and for Anglicare WA team to be recognised for their efforts at the upcoming industry awards. 

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