Designing a breakthrough 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

Doing more of the same wasn’t an option for Anglicare WA in Western Australia. With an aging supporter base that was shrinking by 20% each year, Anglicare WA knew it needed to reimagine how it engaged supporters and communicated impact—not by louder messaging, but by fundamentally changing the experience of giving.

We drew on global best practices and a human-centred design process to develop a breakthrough regular giving product, Choose Your Warrior, a product that invites people to become allies and directly support Anglicare WA’s frontline warriors (aka support workers). Rather than focusing on organisational need, the product centres lived experience and connection, with supporters receiving monthly updates directly from the people delivering services on the ground.

Choose Your Warrior deliberately shifted narrative power from the organisation to frontline workers, challenging traditional ideas of who is positioned as the ‘hero’ in fundraising. The product was also a response to growing discomfort with extractive storytelling that simplifies lived experience in order to be fundable.

Results

The response was immediate. Choose Your Warrior quickly surpassed its fundraising targets, while attracting a new generation of younger supporters and reframing how Anglicare WA talks about impact, agency and trust.

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