Paralympics Australia Regular Giving Refresh
Using the power of sport to build a more inclusive Australia.
Overview
Paralympics Australia partnered with Marlin to refresh its Regular Giving program, creating a clearer, more compelling way to connect monthly support with long-term social change.
Building on earlier work developing Paralympics Australia’s overarching value proposition and major donor materials, this project focused on strengthening how Regular Giving is understood, expressed and delivered. The goal was to help supporters clearly see why ongoing support matters, feel proud to give regularly, and understand the role their commitment plays in creating a more inclusive society.
Working closely together, we developed new Regular Giving product concepts, a comprehensive Product Book, and a renewed Welcome Pack that equips both supporters and internal teams with clarity, confidence and purpose.
Problem
Clarify the value of Regular Giving by linking ongoing support to inclusion, equality and lasting social change through sport.
Solution
A Regular Giving approach that connects monthly support with sporting achievement and a shared commitment to inclusion.
Results
A clearer Regular Giving program that builds pride, strengthens commitment and connects sport with lasting social inclusion.
The Challenge
While Paralympics Australia is widely recognised for sending teams to the Paralympic Games, many people do not realise it is a charity, or understand why year-round support is essential beyond Games cycles.
Existing Regular Giving communications had not fully articulated the ongoing need for support, making it difficult for donors to connect monthly giving with meaningful impact. Supporters cared deeply about fairness, participation and inclusion, but often struggled to see how Regular Giving helped achieve these outcomes in tangible ways.
The challenge was to reposition Regular Giving as a powerful, identity-affirming action that supports elite Para-athletes while helping drive broader social change. The refreshed product also needed longevity, ensuring it would remain relevant, adaptable and distinctly Paralympics Australia over time.
The Solution
Working with Paralympics Australia, we developed two Regular Giving concepts that build on their approved value proposition and real-world acquisition learnings.
Together, we reframed Regular Giving around the success of the Australian Paralympic Team, showing how monthly support helps Para-athletes thrive, opens up opportunities to participate in sport, and contributes to a fairer, more inclusive society.
To help carry this work forward, we supported the Paralympics Australia team with a Regular Giving Product Book that brings the proposition, audience insights and creative thinking into one practical guide. A refreshed Welcome Pack completes the experience, helping new regular givers feel confident in their decision and connected to the change they are helping make from day one.
The Results
The refreshed Regular Giving program gives Paralympics Australia a clear, confident foundation for long-term supporter engagement.
Supporters are now guided through a more meaningful Regular Giving journey that clearly connects their monthly commitment with fairness, opportunity and social impact. Internally, teams have a shared framework that strengthens consistency, confidence and storytelling across acquisition, welcome and retention communications.
Most importantly, the work reframes Regular Giving as an empowering act that helps build momentum toward a future where sport is accessible, inclusive and celebrated for everyone.
