Thankyou

Thankyou social enterprise products - pay-what-you-want Shopify Plus by Flux Agency

Thankyou Chapter One book launch hero on custom Shopify Plus platform

The Brief

Thankyou is an Australian social enterprise on a mission to end global poverty, and they needed to sell a book. Not just any book: Chapter One was a motivational manifesto that needed to raise $1.2 million in four weeks, launching simultaneously online and in retail at a pay-what-you-want price.

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Pay-what-you-want pricing didn't exist on Shopify. The branding and production timeline was impossibly tight. And the stakes were real. Every dollar raised went directly to impact partners serving the world's poorest communities.

The Approach

We built a custom Shopify Plus site with pay-what-you-want functionality in just three weeks. A platform-first for Shopify.

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The custom pricing engine let customers choose their own price point, with clear storytelling about where the money goes at every step. The UX was designed around emotional connection and conversion: making it easy to understand the mission, choose a price, and complete the purchase with minimal friction.

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The build integrated with Thankyou's broader ecosystem (ShippIt for logistics, Klaviyo for email) and was engineered to handle the traffic surge of a national campaign launch.

Thankyou pay-what-you-want pricing interface on Shopify Plus

The Result

Thankyou has raised $17.57 million for impact partners to date. The Chapter One campaign delivered +20% mobile conversion rate and +38% increase in average order value.