Generational insights to maximise engagement_Presentation slides.pdf
Australia has long been blessed with stable governments, high-functioning democracy and the rule of law. However, what actively enables the flourishing of our society, as reflected in this Future Donor report, is not just government and its agencies, or even our local communities but the for purpose sector. While the retail sector facilitates vitally needed communities of interaction, and our diverse local suburbs for many are communities of belonging, it is the charities and non-profits that build communities of purpose. These for-purpose organisations are defined by three factors which distinguish them from business, retail or local communities: they are problem focussed, outward orientated and action driven. This is why Australians, even in this era of declining trust in institutions, continue to hold charities in high regard. As this report reveals, the proportion of Australians who highly trust charities and not for profits is 50% higher than the best performing government category (local councils) and twice that of large corporations. Charities should be further encouraged by the findings that even amidst rising costs of living, most Australians have financially supported this sector in the past year, and of those who have given financially, more than half (55%) have the same if not more ability to give, and almost two thirds (64%) have the same if not increased willingness to give. This report looks to the future by analysing the emerging generations and it reveals motivated young donors who will respond to global issues not just local ones, with a focus on solving root causes rather than just meeting immediate needs, who want to be active advocates not just passive givers and who can be engaged digitally, and through that means, engage others. It is our hope that this report further equips the for-purpose sector to shape thriving communities, effectively engage and involve the next generation, and positively impact the future.
