What Charities Need to Know About Engaging Tech Philanthropists
Insights from the 2025 Australian Tech Giving Report
Q&A with Antonia Ruffell: What Charities Need to Know About Engaging Tech Philanthropists
Insights from the 2025 Australian Tech Giving Report
Introduction
StartGiving has just released the Australian Tech Giving Report 2025, in partnership with the Centre for Social Impact at the University of Western Australia. The report reveals a powerful shift in the philanthropic landscape: Australia’s tech entrepreneurs are emerging as one of the most generous—and fastest growing—donor segments in the country.
Tech-sector donors now account for 21% of major philanthropic gifts, a dramatic rise from just 1% only a few years ago.
To help charities make sense of this shift—and respond strategically—we spoke with Antonia Ruffell, CEO of StartGiving and one of Australia’s most trusted voices on giving. With decades of experience in philanthropy and deep insight into donor behaviour, Antonia has long championed initiatives that make giving easier, smarter, and more impactful. As the former CEO of Australian Philanthropic Services, and now through her leadership at StartGiving, she is driving a culture of generosity among a new generation of givers.
Here, Antonia shares what nonprofits need to know to build meaningful partnerships with tech philanthropists.
Q: Antonia, thank you so much for chatting to us today. If you’re a charity reading the new Tech Giving Report, what should you be paying attention to?
A: The sheer scale of growth is notable. Tech founders now account for 21% of major philanthropic giving in Australia—up from just 1% in previous years. But it’s not just billionaires that are giving: the research shows that people in tech are twice as likely to be giving. It’s a sector with both the capacity and the appetite to give - and if this momentum continues, it could transform Australian philanthropy for the long-term and have a hugely positive impact on the community.
Q: What are tech philanthropists looking for in a nonprofit partner?
A: Like any donor group, tech philanthropists vary in interests, values, and giving capacity. Some are making multi-million-dollar commitments through structured vehicles; but most are earlier in their journey and giving at a smaller scale.
There are shared traits, and this varies depending on where they are in their journey and how much they’re able to give. Some are starting small - what I think of as angel philanthropy - backing people and ideas they believe in, often at the grassroots level.
For them, it’s personal, relational, and more intuitive. They want to know who’s behind the work and whether they’re driven, capable, and innovative.
Others - often those who’ve had a big liquidity event, such as the sale of a company - are ready to think at scale. They’re drawn to systems change, and big, scalable ideas. These donors are more likely to look for innovation, data and measurable outcomes.
Q: So, should charities position themselves more like impact ventures or startups to appeal to this group?
A: Don’t twist your organisation into something it’s not but consider translating your mission into the language of innovation and outcomes. Show your theory of change. Share your metrics. Be bold about your ambition.
A short, well-designed pitch deck might go further with a tech founder than a traditional case for support.
Q: What kinds of causes seem to get more traction with tech donors?
A: The report shows strong interest in health (63%), education (56%), social welfare (57%), human rights (45%) and climate (31%). These are big-picture, system-level issues—and that fits. Tech entrepreneurs are often drawn to scalable solutions and structural change, but they also recognise that tackling systemic issues takes time and requires service delivery funding in parallel.
Q: Do you think tech founders would engage in donor circles or attend experiential fundraising events?
A: Yes - and no. Donor circles and events can work, especially when they’re thoughtfully designed and bring the right people together. Tech founders value community and shared learning. Think immersive site visits, or small-group gatherings where they can ask honest questions and connect with like-minded givers.
But let’s be real: these are busy entrepreneurs, often at the peak of their careers. Unlike traditional major donors who may expect face-to-face cultivation, tech founders are typically digital-first. A well-crafted email or quick Zoom might land better than a fancy lunch or formal gala dinner.
What matters most is clarity, relevance, and respect for their time. Tell your story well, keep it punchy, and create authentic opportunities to engage – in a way that suits their availability and approach.
Q: Are there any ‘don’ts’—things that might turn tech founders off?
A: Yes. Vague or fluffy reporting is a big one. Also, rigid bureaucracy or an unwillingness to adapt. And surprisingly, overemphasising recognition can backfire—they’re less interested in plaques and more interested in outcomes.
Q: How exactly does StartGiving help tech founders become philanthropists?
A: StartGiving provides personalised, expert support for tech founders to help them to start or scale their personal giving. Our guidance is led by the founder, and usually determined by where they are in their founder journey. For some who have already exited or had large secondaries this has meant advice and introductions to establish a personal foundation (mostly private ancillary funds). For others, it’s conversations over many years to educate and inspire founders to consider philanthropy when they have the capacity. In addition, we’re working to change the culture of giving in the tech sector, so that it becomes the norm and the expectation for founders to start giving when they’re successful.
What does this mean for charities?
If you’re a nonprofit, it’s worth knowing that StartGiving does not provide funding itself, and as a small team with a big agenda, does not have the capacity to meet with fundraising teams or charities individually.
However, if you’re interested in hearing more insights from the Australian Tech Giving Report, and what opportunities it could bring for your charity, StartGiving is hosting a webinar with its research partner the Centre for Social Impact on 9 September.
Riding the Tech Wave: How Charities Can Positively Engage with the Innovation Generation
Key Takeaways from Equitable Philanthropy
At Equitable Philanthropy, we believe this moment presents a once-in-a-generation opportunity for charities to engage a new wave of strategic, values-driven donors. If you’re a nonprofit leader, here’s what we recommend:
1. Be Funder-Ready—Especially for Tech Philanthropists
Have your pitch polished, your impact clearly articulated, and your systems ready to receive funding—whether it’s a one-off grant or multi-year support via a giving vehicle.
2. Position Yourself as Bold, Data-Informed, and Collaborative
Tech donors are drawn to innovation, scale, and clarity. Treat your work like a high-impact social venture. Make it easy for intermediaries (like StartGiving) to advocate for you.
3. Look Beyond Traditional Fundraising Channels
Shared infrastructure, curated platforms, donor circles, and collective giving vehicles are where the next generation of philanthropy is happening. Ask yourself: Where are we showing up?
4. Invest in Relationships with Intermediaries and Advisors
Organisations like StartGiving, APS, ACF, and others are guiding tech founders on their giving journeys. They can be valuable champions—if they know and trust your work.
5. Collaborate to Compete
Instead of vying for the same slice of pie, think about partnerships that offer funders a systems-level solution. Bundled pitches, joint ventures, and shared reporting frameworks are compelling to tech philanthropists who want to fund structural change.
6. This is Just the Beginning
Tech philanthropy in Australia is still young. That means there’s room to shape it. Charities who engage now—strategically, boldly, and transparently—will be the ones building long-term relationships with this new generation of funders.
To read the full report, see the link below. Thanks again to Start Giving and Antonia!
https://startgiving.com/insights/tech-giving-report/
"Don’t twist your organisation into something it’s not"
&Two sides of a coin. In the same vein, tech donors need to understand that a donation isn't the same as an investment in a for-profit entity.