After a decade of strong retention and Gifts in Wills conversion, growth in the Garvan Institute’s mid-value donor program began to plateau. Garvan, More Strategic and Robejohn responded with an insight-led strategic reset designed to increase the value of existing donors and move new prospects into the mid-value segment.

This session explores how the partners identified opportunities, researched and evaluated potential propositions, and translated donor values and motivations into a clear persona. Attendees will learn how these insights informed a compelling creative concept that offers donor choice while supporting untied giving.

The presenters will also share learnings from the process so far, which are shaping the program’s 2027 rollout.