On Wednesday 26 November 2025, Cathedral Hall at Australian Catholic University in Melbourne became a hub of inspiration and collaboration as CDF hosted the final Catholic Connect workshop for the year. Under the theme ‘Inspiring Generosity: Encouraging Greater Giving for Purpose and Impact,’ more than 80 leaders from across Catholic organisations and the for-purpose sector gathered to explore the evolving landscape of fundraising, philanthropy, and advocacy.
Understanding the Landscape
The afternoon began with John McLeod from JBWere Family Advisory & Philanthropic Services, who provided a comprehensive overview of giving trends across Australia. His presentation painted a picture of both challenge and opportunity: while the for-purpose sector has experienced consistent growth, with income rising 8% annually since 1996, organisations now face tighter margins as expenses outpace income growth.
What emerged most powerfully from the data was the story of generational change. With Australia's ageing population and an estimated $5.4 trillion expected to transfer through inheritances over the next 20 years, the sector stands at a critical juncture. The JBWere findings highlighted that while fewer taxpayers are claiming charitable deductions, those who do give are becoming increasingly generous. The challenge ahead for Catholic organisations is to normalise charitable bequests and engage the next generation of donors.
Strategy in Action
Chris McKenzie, Head of Philanthropy at St Vincent de Paul Society Victoria, brought theory to life through a compelling case study on their Corporate Volunteering program. Launched in late 2024, the initiative demonstrates how strategic clarity and values-driven design can transform traditional fundraising approaches. By inviting corporate partners to volunteer in Vinnies shops, the program has created meaningful pathways for engagement that extend far beyond financial donations.
Chris McKenzie's presentation underscored three critical success factors: strategic clarity around organisational goals, values-driven program design that resonates authentically, and relationship stewardship that builds lasting partnerships. The program's success lies not just in the volunteer hours generated, but in how it has opened doors to deeper relationships and logistical support that strengthens Vinnies' retail operations and community impact.
Embracing Technology with Purpose
The afternoon's final presentation from Catherine Brooks, CEO of Equitable Philanthropy, explored how artificial intelligence (AI) is reshaping donor discovery, segmentation, and engagement. Catherine’s message was clear: "AI is here to assist, not replace. It gives fundraisers more time to do what only humans can - build trust, listen deeply, and connect authentically."
Through practical demonstrations, the audience was exposed to how AI tools can automate repetitive tasks, provide data-driven insights, and enhance personalised communications while freeing fundraising professionals to focus on relationship-building. The key, she emphasised, is maintaining human connection at the centre of all technological adoption. Organisations don't need million-dollar budgets to begin; they simply need to start with one tool, build internal confidence, and keep donors at the heart of every decision.
Sharing and Connection
Throughout the session, showcase presentations from the Catholic Archdiocese of Melbourne, Villa Maria Catholic Homes, and CatholicCare Victoria provided glimpses into creative campaigns and initiatives underway across the sector. These moments of sharing reinforced a central theme of the day: collaboration and collective learning strengthen the entire Catholic community's capacity to serve.
Looking Ahead
As participants departed Cathedral Hall, they carried with them not just insights and data, but inspiration about the power of strategic, values-driven fundraising. The convergence of demographic shifts, technological innovation, and evolving donor expectations creates unprecedented opportunity for organisations willing to adapt, while staying true to their mission.
Learn more about CDF’s Catholic Connect series and register your interest for the next event.
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