How creativity can create breakthrough fundraising moments.
In challenging environments, it can be tempting to lean on what we know once worked, or to draw on what we know has worked for others. But this can result in incremental growth and fundraising communications that get lost in a sea of sameness.
This session will draw on the experience of Anglicare WA in Western Australia, whose aging supporter base was shrinking by 20% annually. What their team realised was that they needed to reimagine how they engaged supporters and communicated impact, not through louder messaging, but by fundamentally changing the experience of giving.
You’ll learn how leaning into creativity led to the development of a breakthrough regular giving product, Choose Your Warrior. The product invites supporters to become allies, directly championing Anglicare WA’s support workers – their frontline warriors. 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 its 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 experiences in order to be considered fundable.
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.
Drawing on the development of the programme, this session makes the case for creativity as a strategic lever in fundraising; not as decoration or risk, but as a way to rebuild relevance, deepen connection, and deliver impact experiences that drive meaningful, sustainable growth. You’ll learn what worked, what surprised the team, and what they would do differently now.
Learning outcomes
- Discover how creativity can help you design breakthrough regular giving products that attract a new generation of donors in a tough fundraising climate
- Take home a practical, flexible framework to help your organisation deliver and scale impact experiences
- Reflect on how creativity can help reclaim fundraising narratives that centre connection, trust, and lived experience