
We must overhaul our environmental laws, urges Dr Ken Henry
Posted on 17 Jul 2025
Australia must urgently overhaul environmental laws through dramatic reforms if it is to achieve…
Posted on 28 May 2025
By Greg Thom, journalist, Institute of Community Directors Australia
A national philanthropy campaign aimed at redefining how Australians can give more to help those less fortunate than themselves is being launched today.
The online and social media focusedRedefining 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.”
Unlike one-off donations or regular giving, structured giving involves using financial vehicles such as Public Ancillary Funds and charitable trusts to grow assets and make distributions to eligible charities in a planned, strategic, and long-term way.
Benefits include tax breaks, sustainable impact, and the ability to align giving with personal values and long-term goals.
“Structured giving is a strategic way to give that goes beyond one-off donations.”
Individuals, families, or corporations who open a personalised giving account in Equity Trustees’ public ancillary fund with a minimum of $5,000 can:
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.
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.”
Equity Trustees has been a trustee-managed philanthropic funder for 145 years.
In 2024 they distributed almost $180 million to more than 1,200 charitable trusts and foundations.
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.”
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.”