Generous You has announced the launch of a national initiative aimed at helping more Australians turn their charitable intentions into meaningful action, bringing together professional advisers, fundraisers and the philanthropy sector to make giving easier, more accessible and more effective.

The initiative marks the beginning of Generous You’s broader program to build a stronger culture of giving in Australia by equipping trusted financial professionals with the knowledge, tools and confidence to have conversations about generosity with clients.

While Australians are overwhelmingly positive about philanthropy, many opportunities to discuss giving are currently being missed. More than 60% of professional advisers say they rarely or never discuss philanthropy with clients, despite 93% viewing philanthropy positively and 69% agreeing that discussing it helps them better understand their clients’ goals.^[1]

Generous You believes these conversations matter more than ever.

Research commissioned by the Edward Alexander Foundation and Minderoo Foundation estimates that between $7 billion and $12 billion in additional donations could be unlocked between now and 2030 if Australians had greater support and access to advice on charitable giving.^[1]

Generous You Founder and CEO Dan Wortley said there was a significant opportunity to help Australians have conversations that are too often overlooked.

“Most Australians want their wealth, values and impact to be aligned, but generosity isn’t always a conversation that naturally happens.”

“Generous You exists to make those conversations easier. Whether someone is giving for the first time, considering their legacy, or thinking about the impact they want to have on future generations, we want to provide the inspiration, tools and connections that help turn good intentions into meaningful action.”

As part of this nationwide initiative, Generous You is collaborating with HUB24 to help bridge the gap between charitable intent and action. Together, the organisations are working to raise awareness among financial professionals of the role advice can play in supporting charitable giving. This includes collaborating with HUB24’s Innovation Lab to  develop a structured-giving advice solution which leverages AI to provide financial professionals with guidance and resources to support more confident and informed conversations with clients.

HUB24 General Manager, Marketing and Communications Anne McDonnell said there was a growing opportunity for financial professionals to explore philanthropy with clients.

“Financial professionals are often trusted to help clients navigate important decisions about their future, including how they may want to give back. That’s why we’re pleased to be collaborating with Generous You to make it easier to bring philanthropy into financial advice, enabling advisers to have broader conversations with clients to empower better financial futures, together.”

Ultimately, Generous You is focused on making philanthropy less complex and more accessible, so conversations about giving happen earlier, more often and with greater confidence, enabling more Australians to support the causes and communities they care about.

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Notes:
[1] 2026 Generous You (Minderoo Foundation and the Edward Alexander Foundation), Unlocking Generosity: The potential gains from expanding access to advice on charitable giving