Cancer Council NSW

The challenge

Cancer Council asked Donor Republic for help to create a fresh strategy for their Gifts in Wills program, asking us to develop a memorable and compelling proposition that would appeal to and engage their donors in a personal and meaningful way.

Our approach

Based on insights from the latest global research, we helped develop a five year strategy that would unleash more of the latent potential in Cancer Council’s Gifts in Wills program. We then developed an inspiring proposition based on the concept ‘Imagine That!’, which put the donor at the heart of the messaging, inviting them to consider the many powerful ways their gift could contribute to a cancer free future.

The results

This campaign is due to go live soon, and will include:

  • A world first social media campaign that takes prospects through an online funnel covering interest, desire and conversion
  • The powerful, yet flexible ‘Imagine That!’ proposition, which allows for high levels of personalisation for different audiences and scenarios
  • A comprehensive style guide that fleshes out each aspect of the messaging and the different iterations of the ‘Imagine that’ proposition

Our client

Cancer Council is Australia’s leading cancer charity, and the only Australian charity working across every aspect of every cancer, from research to prevention and support.


We’re excited to see the results of the new campaign when it goes live. Check this space in the coming months for updates and learnings!