Building an investment mindset for men’s health
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Prostate Cancer UK
VENTURE
Prostate Cancer UK wanted to grow regular giving into new audiences, but knew that reaching a fresh type of supporter would take more than a standard appeal.
We started with a gap analysis, testing four different product territories before landing on the one with real promise: a regular giving product framed not as a donation, but as an investment in research. It was an unrestricted gift, but the language, tone and experience around it were built entirely around investment, tapping into an audience of men aged 50 plus who are already thinking hard about planning for their future, financially and otherwise.
We ran further rounds of testing on names and positioning before arriving on VENTURE, a name that captured the sense of excitement, ambition and forward motion the product needed.
From there, we ran a series of content gathering workshops with the charity, digging into their research programme to find the the most exciting and inspiring stories to tell. We wanted every supporter to feel like a genuine investor, not just a donor being thanked. That meant sourcing video from the charity’s research leadership, voice notes from scientists, and highlights from projects at the cutting edge, including an AI-powered research initiative helping analyse data at a level of detail beyond human capability.
“Growing Prostate Cancer UK’s income through a new regular giving product was never going to be an easy brief, but VENTURE is exactly what we were looking for. It’s authentic to men and what matters to them, distinctive in a busy market, and connects people directly to our mission. Crucially, it doesn’t chase volume at the expense of quality. ”
Amanda Froude, Senior Innovation and Strategy Manager, Fundraising
Prostate Cancer UK
The result is a monthly giving journey built entirely around personalisation: regular email updates, an investor welcome pack, a portfolio setting out what a supporter’s investment is powering, and a full impact report around twelve months in.
Every touchpoint is designed to deepen the relationship between supporter and cause, replacing the traditional thank you with a genuine sense of insight and progress.
VENTURE has just launched and the ambition behind it is significant, with the charity holding high aspirations for what the product can deliver as it scales.
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