“Philanthropy does not achieve change in and of itself.”

In June 2024, Maree Sidey became CEO of Philanthropy Australia. F&P’s Fiona Atkinson asks what philanthropy means for her, for fundraisers and for Australia.

Maree Sidey thinks the word ‘philanthropist’ can feel out of reach. “I don’t think most Australians like it or relate to it, including many Philanthropy Australia members,” says the CEO of Philanthropy Australia. Maree prefers the term ‘generous Australians’. “It’s much more accessible,” she says.

If people, even those who fall into the category of ‘traditional philanthropist’, do not feel connected to the word ‘philanthropy’, what role does it play in inspiring giving? Rather than trying to make people identify with ‘philanthropy’, should we instead embrace ‘giving’? Maree thinks so.

In a landscape where people who give generously are often reluctant to be public (unlike the US), how do we grow giving in Australia, particularly amongst people who do not see themselves as philanthropists?

Democratising giving

Maree describes her professional background as an education in “robust democratic forms of giving”. She helmed Australian Communities Foundation for nine years and, before moving into philanthropy, she held senior roles at NGOs including the Alcohol and Drug Foundation, headspace and Orygen Youth Health. She started her career as a social worker at Berry Street in 1999.

With 25 years’ experience under her belt, Maree knows there is significant untapped opportunity for growing generosity in Australia, which can only reach its potential if more people are able to see themselves as part of the effort.

Philanthropy is not something we should only associate with the elite. The media makes much of the altruistic accomplishments of ultra-high-net-worth individuals. Maree is in no doubt about the impact they make but she does not think that ‘philanthropist’ equates to being wealthy and sometimes media coverage perpetuates that stereotype. “Thankfully, philanthropy in Australia is shifting to being more open, transparent and inclusive, bringing others in,” says Maree, but there is more ground to cover.

“We need more stories of ordinary Australians — or comfortably well-off Australians depending on who we’re talking to — that showcase their giving. Because it’s happening all over the place and we don’t see it. We don’t see our own experience and ways of giving represented back to us.” 

Giving is more than money

It is also important to remember that giving is not just about parting with money. As fundraisers, it can be natural to focus on dollars, but Maree wants to emphasise that giving is so much more — volunteering, activism, community mobilisation in times of crisis (particularly in rural and regional communities), simply being there for someone who is struggling. In the fundraiser’s mind, these acts of altruism may be separate from each other, but it is unlikely they are for the people performing the acts of giving. As fundraisers, we would do well to look at giving in a holistic way, working with our colleagues and supporters to provide diverse and ‘democratic’ ways to support our causes.

Let’s explore some of the vehicles that provide more options for people to give; vehicles that democratise giving.

Community foundations & Co

Mechanisms that enable people to give together are a particular passion for Maree. These include community foundations, public foundations, sub-funds, giving circles and crowdfunding. “I just love this part of the sector,” she says. “It’s about people coming together to connect on issues we often think are too overwhelming to tackle on our own — climate change is probably the best example,” she says.

“There are so many different instances of people giving together in Australia —

it’s such a diverse and inspiring space. We have everything from the Impact100 giving circles to Groundswell and Women’s Environmental Leadership Australia (WELA), both environmental giving circles. We also have really strong momentum in community foundation ‘land’, with many people expressing an interest in starting community foundations.”

It is this momentum that gives Maree optimism at a time when we are concerned about declining mass market giving. She also highlights the role of crowdfunding (and online giving in general), its popularity amongst younger generations and the need to measure it. Tax-deductible gifts are what we measure in Australia because they are, well, measurable. But many people support each other through crowdfunding vehicles such as GoFundMe, which has experienced a 175% increase in cost-of-living fundraisers in Australia in the past two years, demonstrative of its neighbour-supports-neighbour approach. It was recently announced that $1B has been raised on GoFundMe in Australia, with 7% of that going directly to registered charities. Of course, not all crowdfunding income is charitable, but a lot of it does represent generosity, community spirit, mobilisation and activism. Crowdfunding and online giving are ones to watch.

“For me [vehicles such as crowdfunding] are the exciting bit,” enthuses Maree. “It may not be structured philanthropy, but it’s a clear sign we [the NFP sector] need to tap into movement-building and connection to each other, otherwise we will miss out on a big opportunity and limit the way we, and our supporters, think about giving.”

Partners, not recipients

Where do nonprofits and fundraisers fit into the democratisation of giving? Philanthropy is often spoken about as if it exists in isolation. But Maree wants to shift that perspective. “We want to put the idea of philanthropy and nonprofits working together front and centre,” she says. “Philanthropy is simply an enabling and supporting mechanism for change. And we understand that philanthropy does not achieve change in and of itself.”

‘Shifting perspectives, shifting practice’ was the theme of the 2024 Philanthropy Australia conference. “I wanted more dialogue about the role of ‘civil society’ in Australia,” Maree says. “It’s not a term we use a lot in this country, but it’s often used in other places to describe philanthropy and nonprofits working together. When we have a robust civil society, it contributes to a robust democracy, and for me that’s a higher goal for philanthropy and something really inspiring to be a part of.”

It’s an idea that resonates with many NFPs Maree speaks to, who share how good it feels to be included as philanthropic partners, not just the recipients of funding. 

What comes next for Maree and Philanthropy Australia

The next Philanthropy Australia five-year strategy will be released in late 2025, and while the goal to double giving in Australia by 2030 remains an overarching ambition, Maree is also keen to future proof the sector.

Let’s recap some of the areas Maree wants to focus on in the strategy. These include a shift in the way we think about ‘philanthropy’ (with a possible ‘rebrand’ of the word itself); the democratisation of giving by recognising and promoting a range of giving vehicles; and funders and nonprofits working as partners instead of funder and recipient, alongside a host of other goals.

She also wants you to know there will be a place for you (the fundraiser) in the strategy. “I see fundraisers and nonprofits as an ongoing part of Philanthropy Australia and I want to make sure we’re building a clear and valuable offering for that group.”

She is not suggesting fundraising education and certification — that is already in the hands of organisations and initiatives such as Fundraising Institute Australia (FIA), F&P and CFRE — but she does believe Philanthropy Australia plays a crucial role in building knowledge of how to work with philanthropy and philanthropists. That knowledge will be developed in consultation with NFPs and is likely to be delivered in several ways — online resources, events, education programs, ‘101s’ and more. Watch this space.

“I’m passionate about growing giving and strengthening the ecosystem around giving in Australia and internationally. Giving plays a unique role in supporting and enabling change and changemakers. I see the amazing and powerful contributions made through giving in this country, particularly when people mobilise and give together — it is truly an act of democracy.” And it’s a movement Maree has a plan for.

This article originally appeared in the Autumn edition of F&P magazine and is reproduced with permission. For more insights, analysis and information about fundraising and philanthropy, you can visit the F&P website at: www.fandp.com.au.