What lessons can be taken from the similarities and differences in the fundraising space in the UK and Australia?
Laura and Dugald have joined forces to launch Acacia Tree Fundraising, and we’ve both cut our teeth in the competitive UK philanthropy sector and we think, having been resident in Australia since late 2023, that there is a lot of crossover and maybe some useful lessons for each to learn from the other.
Australia has weathered the economic storms of the past two decades better than most developed economies, yet here there is not yet that ingrained culture of giving amongst the general population, that even short-term visitors to the UK recognise.
The UK has the highest number of charities per capita in the developed world - some may say too many! And despite some sources suggesting an alarming drop in the number of donors post-pandemic, the overall value of charitable giving continues to rise, perhaps reflecting a more unequal society where more wealth is concentrated in the hands of fewer people.
Why does Australia lag behind in particular European nations in embracing systemic, individual giving - such as regular giving through Direct Debit?
It’s not that Australians are ungenerous - as you’ll quickly discover if you need a ‘mate’ or a neighbour to give you a helping hand, or as the response to disasters such as flooding and bushfires shows.
But there is something about the expectation that our personal good fortune should translate into generosity given through charitable institutions; that the best way to share our wealth is to sacrifice some of it through a structured approach like this, which Australians en masse appear to resist.
Working in the sector here we’ve found that this concentration of wealth has manifested in more of an American philanthropic tradition - where there is a great emphasis on individual relationships and giving decisions are driven by personal and often family concerns - you can see this in the way that climate funding for example is largely dominated by a few tech billionaires, overseas foundations and wealthy families.
We’d argue that a more diverse funding base for the charity sector - which so often performs functions or delivers services that enterprises and government cannot or will not, will allow it the freedom it needs to chart its own course, and realise its own expertise in the provision of the best outcomes for our beneficiaries.
We believe there is a lot of headroom for individual donations, particularly regular donations which are so important to the medium-to-long term functioning of charities, to grow in Australia - and that this will happen when more Australian charities really start to embrace the idea that, rather than the big funding hits from foundations and major donors, they need to put more effort into getting the general public onside.
And the best way to do this?
By taking the time to understand why donors support their cause, and making the effort to inspire them in everything they do - from service delivery, supporter communications, branding and media, and most of all by clearly showing their impact.
Acacia Tree Fundraising is ready to help you develop an individual giving program for your charity, just drop us a line for a no-obligation exploratory discussion.