ESSENDON isn't motivated by the possibility a win this weekend against the Brisbane Lions could see it avoid the wooden spoon, according to key forward Joe Daniher.

The Bombers put in a promising performance against Richmond on Saturday but lost by 19 points, in what was their third close loss in their previous four games.

They have a chance to leapfrog the battling Lions – who have also only registered one win for the season – with a win on Sunday at Etihad Stadium. That game could decide who finishes in last place at the end of the season.

"Our focus doesn't change week to week, no matter who we're playing. We're at the stage in this club's history where we need to build something for ourselves," Daniher said.

"We need to build for sustained success and right now it doesn't matter who we play on the weekend, we want to play the Essendon way."

Daniher was speaking as the club launched its 11th annual 'Clash for Cancer' game by training with a group of children from the Challenge charity, which supports kids with cancer.

The club hasn't finished last on the ladder since 1933 but the 22-year-old forward said avoiding the wooden spoon was not a major incentive heading into this week's meeting with the Lions. 

Bookies favour Bombers to knock off Lions 

"It's not at the forefront of our mind just at the moment. We're trying to build a brand of footy that's going to hold up for a long period of time – not just the remainder of this year or next," he said. 

"We want something that's going to be sustained and it's really important that we start building that now and I think we're on the right path in doing so."

Daniher kicked two goals against the Tigers to take his season tally to 26, and with six rounds to go he is headed for a career best haul despite some inaccuracy troubles (his present best is 34 goals last season).

The father-son recruit has been handed extra responsibility in attack in recent seasons, as well as being promoted to the club's rejigged leadership group this year, with the Bombers stating they would be open to trading for another key forward this season. 

But Daniher said he was confident in the club's big-man stocks, particularly with the return of the banned Bombers after serving anti-doping suspensions. 

"I know we're going to get the suspended players back and there's some key-position players in that group that can play at either end," he said.

"I'm pretty comfortable with where it sits at the minute. I'm pretty sure the club will just be keen to get the best player available in the draft and trade period."

Someone unlikely to be back in the red and black next season is Geelong premiership star James Kelly, who has been the best of Essendon's top-up players this season.

Kelly had 23 disposals and kicked a valuable goal against the Tigers last week but has indicated he will retire at the end of the year, although Daniher would be keen for the 32-year-old to go around again. 

"He's been super. He's probably exceeded the expectations from players and coaches alike, but I think it's pretty important the players keep chipping away in his ear and keep reminding him how much fun he's had this year and hopefully we can swing his views to go the other way," he said.