Saw this on reddit and I think it's pretty awesome idea.
"Why not turn the guild store into a donate-to-unlock store.
For instance, want Ashoka available in the guild store? The guild has to donate X shards.
100 shards donated = 5 shards/5000 guild currency.
500 shards donated = 5 shards/1000 guild currency.
1000 shards donated = 5 shards/400 guild currency.
Do the same thing for gear pieces. Will really set guilds apart from each other. Come join Team X, we have Kylo Ren in the guild shop!(or cookies, whatever you want)."
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Though I would recommend it be limited to only being able to donate a shard if you already have the character 7*. Also, would need to be limit it to non-event only characters so no Palp, or Yoda etc.
I mean if someone wants to shell out enough $$ to 7* Krennic/Death Trooper four times over just so their guild can have a chance to buy 5 shards for 400 guild currency then I say let them.