National campaign aims to inspire greater giving

The online and social media focused Redefining Giving campaign will highlight the benefits of structured giving to create lasting change.

Spearheaded by the Equity Trustees Charitable Foundation, the campaign aims to open the public’s eyes to the capacity for structured giving to turn generosity into something powerful and permanent.

Denise Cheng, Equity Trustees national manager, active philanthropy, said Australians are generous by nature and embrace charitable giving, but the new campaign is designed to show a way to give differently.

“Like many in our sector, Equity Trustees is committed to doubling structured giving in Australia by 2030,” said Cheng.

“We know that Australia is an incredibly generous nation, and we feel that now is the time to share with the everyday Australian that it’s not just what we give, it’s how you give.”

Individuals, families, or corporations who open a personalised giving account in Equity Trustees’ public ancillary fund with a minimum of $5,000 can:

• name the fund after themselves, a loved one, or a cause
• choose which charities they would like to support
• decide how much and how often they wish to give
• receive a tax-deduction for contributions into their personalised account
• entrust the investments, governance, and compliance to Equity Trustees.

For the first time access to the Equity Trustees Philanthropy Portal, which allows users to create an account online, deposit funds and track the growth of their fund, will be extended beyond existing clients to the public.

“We recognised that the portal was an easier, more accessible way for people to redefine their giving,” said Cheng.

“Structured philanthropy is a sustainable way to engage and make an ongoing impact, for causes people care about.”

The online Redefining Giving page also boasts resources including a downloadable guide to structured giving, testimonials from donors, an interactive tool to help guide giving choices and Q&A's on structured giving.

Why now?

Cheng said that Australians want to give and make a difference in their community, but many feel that one-off donations, such as at tax-time or via their will, are the only options available.

While structured giving has been around for a long time, it is not a concept that is well known or widely discussed.

“Structured giving is a strategic way to give that goes beyond one-off donations,” said Cheng.

“It’s about the creation of a tax-effective giving structure, which leverages the power of investments to create greater impact over a longer period.

“It’s a way people can start now – and see their contribution to making a difference over time.”

Social media the key

Cheng said social media was identified as a key platform to connect with more Australians and encourage them to consider giving.

The campaign includes personalised stories highlighting people who share the difference their giving has made to their community or a cause close to their hearts.

“We, like many in our sector, have been advocating for more giving, particularly structured giving within our networks for many years,” said Cheng.

“We felt that a national campaign focused on social media which can reach many people efficiently and effectively, is an opportunity to get the conversation going, spotlight structured giving and what it can mean, and ultimately be a part of redefining how Australians give.”

A stronger sector

With charitable giving under pressure, Cheng said the charity and not-for-profit sector needed greater support, and the time was ripe for more education on how to give more strategically.

“Many people aspire to give more to charity, but life and financial constraints such as prioritising family security and personal goals can take precedence over a structured approach to giving,” she said.

“Structured giving offers a way for individuals and families to start their journey as a philanthropist in a very accessible and easy way.”

Cheng said it was also important to give people the option to support the causes they care about and create a legacy that reflects their values and personal giving intentions.

“We want people to see a way to start today – to know they don’t have to wait.”

The Productivity Commission Future Foundations for Giving report, found that a government-funded public awareness campaign could help broaden participation in giving, but there was insufficient evidence to conclude that it would be effective.

However, Denis Moriarty, group managing director at social enterprise Our Community said he was an enthusiastic supporter of the Redefining Giving campaign, which he said was long overdue.

“For 25 years, we have been waiting for government or philanthropy to produce a “giving” advertising campaign to motivate all Australians to give,” he said.

“This stunning giving campaign can do what the 70s “Life Be In it” campaign did - to get every Australian off their arse and start giving more and giving locally. Bravo Equity Trustees.”