One World Together is an impact organisation based in Manchester. It started from an incredible idea to transform how citizen donations work, so more of the money reaches the community organisations who need it. We all know giving to charity is good. But only 10% of funds typically reach community organisations, often with restrictive conditions on how they can spend it. OWT are removing the red tape, enabling community organisations to use donations exactly as they need to.

The team asked us to help them rethink their messaging to build engagement. The original OWT messaging had done a great job of getting them to where they are today, but the team felt lost in it, like they'd hit a plateau. They didn't know how to shout about the change they were making with confidence.

We started by immersing ourselves in their world to understand where the blocks to citizen giving really were. We listened deeply to the team, their frustrations and their dreams. We researched the sector, looked at what was working and what to steer clear of, and hosted a focused behaviour design workshop to unlock some easy fixes.

What became clear is that OWT's identity is rooted in community and solidarity. Unlike charities built around saviourism and control, OWT unites people through a two-way relationship.

For OWT's new messaging, we built on this insight, developing an idea people could unite around: "Ordinary people. Extraordinary power." We identified four core audiences and built psychographic maps for each, so the team could speak to them with ease and relatability. Our behaviour design workshop revealed a set of actions to test to reduce barriers to giving.

When we presented the new messaging to the team, the co-founder said, "it felt like we'd written it ourselves." OWT is now rolling the new messaging out across their website and social media, and testing the small tweaks from the behaviour design workshop in their website's design.