Accessibility
What started as a 12-person conversation in our boardroom last year has grown into a room filled with more than 75 leaders from the For-Purpose sector - all eager to learn, share, and navigate the challenges shaping organisations in 2025.
This year’s For-Purpose Industry Event, hosted by Lauren Madden, and Danielle Martinelli, for our Non For Profit & Marketing Six Degrees Executive in partnership with McCrindle, brought together key decision-makers from charities, not-for-profits, and social enterprises.
This annual event is a powerful and influential opportunity to explore the latest trends and insights, equipping todays for purpose leaders with the knowledge to make data-driven decisions.
With budgets tightening and consumer behaviours shifting, every decision maker and leader in the room knows staying informed is essential. But, for many organisations, gaining access to high-quality market research is not always easy – and government funding is not at everyone's fingertips.
This event truly serves as an invaluable opportunity for us to bridge that gap.
The widely respected Sophie Renton, Managing Director at McCrindle joined us for another year, leading the conversation with her signature blend of research-backed insights and real-world application, sharing how changing donor expectations, digital engagement, and trust in institutions are impacting the sector.
Here are some of the most impactful takeaways from the session:
Understanding changing donor behaviour
One of the most striking insights Sophie shared was the influence of cost-of-living pressures on donor behaviour. With 77% of Australians expressing significant financial concerns, long-term donation commitments are declining.
The discussion highlighted the importance of maintaining transparent communication with donors. Sophie advised that providing regular and authentic updates on how funds are being used and showcasing tangible impact can build long-term trust and loyalty – especially with the new generation of donors, who are more likely to give to causes rather than institutions.
“My biggest takeaway today is really the personalisation that's required for all different generations that engage in the not-for-profit sector. How people behave and how they give their time or money is very different. And I think in our sector, we need to get better at that personalisation, which requires us to have the data and the marketing tech to support it.” - Natalie Davey, CMO, Movember
For HR leaders and senior executives, this means exploring ways to better understand and segment donor bases, using data to tailor experiences and build meaningful, long-term relationships.
Evolving trust and institutional perception
A significant theme discussed was the shifting trust landscape. While 44% of Australians report low trust in large tech companies, 76% trust local businesses and grassroots organisations.
For charities and NFPs, this presents both a challenge and an opportunity. Leveraging community relationships and emphasising local impact can build stronger connections with supporters. Leaders were encouraged to ensure transparency and maintain a consistent narrative that resonates with their audience.
“Working for a 140-year-old organisation has made me realise that we need to disrupt ourselves by thinking like a start-up while also leveraging our trusted brand.”
Janosh Biczok, General Manager, Transformational Gifts, The Salvation Army
Maintaining institutional trust requires ongoing efforts in clear communication, ethical operations, and community-driven partnerships.
Generational giving and the digital shift
Younger generations are reshaping the way organisations approach fundraising. Millennials and Gen Z are less focused on brand loyalty and more motivated by causes they connect with. They expect transparency and impact reporting, as well as opportunities to engage beyond financial contributions - whether through volunteering, advocacy, or micro-donations.
Sophie’s insights stressed that a digital-first approach is critical to meet these expectations. From personalised digital campaigns to integrated giving platforms, organisations that embrace digital innovation will be better positioned to engage younger audiences.
Investing in digital engagement is no longer optional - it’s a necessity for growth and sustainability in 2025 and beyond.
Final reflections: Building resilience through data-driven decisions
The energy in the room was undeniable. From thought-provoking questions to practical takeaways, it was clear that leaders are eager to apply these insights within their organisations.
By staying ahead of the trends shaping donor behaviour, trust dynamics, and digital innovation, For-Purpose leaders can build more resilient, adaptive organisations. Events like this serve as a reminder that while the challenges may be significant, the opportunities are even greater.
A huge thank you to Sophie Renton for her expert insights, to our hosts Lauren Madden and Danielle Martinelli, and to every leader who attended. Your commitment to making an impact in the For-Purpose sector is inspiring.
If your organisation is looking for talent to drive your mission forward, reach out to Six Degrees Executive. Our specialist consultants understand the unique hiring challenges of the sector and are here to help you build teams that make a difference.
