The Evolving Irish Philanthropy Landscape
This article was first published in Charities Institute Ireland’s Charity Leader Magazine - Issue 1: Winter 2024/2025
Mary O’Kennedy, Managing Director at OKC, shares insights from over 20 years of experience in the philanthropy sector and offers some practical steps charities can take to engage and maintain relationships with high-impact donors
From my early days working in major donor engagement at Trócaire and, subsequently, in DCU’s Educational Trust - two great organisations that did manage to have ‘big’ donors before many others - I’ve seen remarkable changes in the philanthropic space. Thankfully, the days of being handed a copy of the Sunday Times Rich List to work your way through and relying on ‘chequebook philanthropy’ (with a sigh of relief that you got the money, before making a quick exit to write a transactional thank you!) are long gone. Today, very few donors write big cheques without a meaningful relationship to the cause. Philanthropy in Ireland is undergoing a transformation, supported by the National Philanthropy Policy and the commitment of key organisations including Philanthropy Ireland, the Community Foundation, Rethink Ireland, The Ireland Funds and a number of equally impactful corporate and family foundations.
It is no longer what some thought of as ‘a dark art’ that few were privy to, that happened behind closed doors by osmosis. Most major donors are now highly strategic with their philanthropic investments, more openly sharing their values and motivations, and placing significant importance on the ‘social’ return of their investment. As Tom Clinch, an Irish cultural philanthropist, aptly puts it: “I’m not donating; I’m investing.”
Over previous decades, Ireland was very fortunate to benefit from significant philanthropic investment through Atlantic Philanthropies, the One Foundation and the key role The Ireland Funds played in connecting Irish diaspora to causes ‘back home’. However, wide-scale philanthropy, as a driver of social change in Ireland, is still in its infancy. The good news is that there is a growing number of high- value donors that are committed to impactful philanthropic investment. Charities that are ready with a strategic, impact-driven approach will benefit from Ireland’s evolving philanthropic environment.
Today’s high-value donors seek more than transactional relationships; they want meaningful and sustainable partnerships that reflect their personal, social, or business values. So, when you’re exploring what philanthropic opportunities might exist for you, being ‘donor ready’ is essential. In my experience, charities often overlook the basics. Here are some simple steps to help ensure your organisation is ready to engage with high-value donors and enable meaningful philanthropic impact.
1. Develop a Compelling Case for Support
A clear, compelling, impact-driven case for support is essential. While sharing an emotional story is important, outlining tangible and quantifiable benefits is essential. Articulate how your organisation is addressing a core challenge or social need, how you are part of the solution and your expertise to make it happen! And always share previous impact stories where you can.
2. Embed a Culture of Philanthropy Across Your Organisation
Philanthropy is a shared responsibility and not just the role of the fundraising team. Everyone in your organisation, from front-line staff to senior management, needs to understand how philanthropic investment can be a catalyst for change. When your entire team articulates their passion and commitment to the cause, donors sense unity and are more likely to invest.
3. Build a Network of ‘Door-Openers’
Board members and key volunteers can play a vital role in building philanthropic connections. Engage your board in “friend-raising” by leveraging their networks and ensuring they are informed, active advocates for your mission. Also, encourage your board members to lead by example, and where capacity exists, to contribute financially to your work.
4. Cultivate Relationships with Trusts and Foundations
There are a growing number of Trusts and Foundations in Ireland that are key drivers of philanthropy, whether managing multiple donor-advised funds or one family’s charitable investments. Many grant-makers offer workshops so you can understand their funding priorities, and if your subsequent application is unsuccessful, do seek feedback. Remember, people give to people, so invest time in building connections with the individuals working in these foundations.
5. Stay Updated on Trends and Donor Insights
As philanthropy evolves, understanding trends like place-based giving, where there is a specific geographical focus, or intersectional approaches that address overlapping social issues and environmental concerns, is vital. Staying informed allows you to align with donor priorities and showcase adaptability.
6. Tailor Your Approach to Donor Motivations
Successful engagement requires understanding each donor’s values and motivations. Research their giving history and goals, showing how your mission aligns with their objectives. At OKC, we use the D.I.A.L. rating system to ensure we’re engaging organisations with the right partners: identifying Donors with the Interest, Ability to give, and Links to your cause. This alignment leads to stronger, longer-term partnerships that benefit both parties.
7. Prepare for the Ask – But Build Trust First
The “ask” for investment should only happen after a relationship has been built and trust established. Frame your request around specific outcomes, showing donors how their support will create transformative impact. Timing is key: make the ask when you ascertain the donor feels invested in your mission and aligned with your goals. Remember, you are not just asking for money, you are offering donors the opportunity to be part of a solution.
8. Demonstrate Impact with Good Donor Stewardship
In order to build trust and inspire confidence, provide donors with clear metrics on your programmes’ effectiveness. Quantify your impact through providing information on the number of lives improved, services delivered, or positive community changes achieved. Consider developing impact reports, sharing videos or inviting donors to experience programmes first-hand and meet the beneficiaries of their investment.
9. Seek Donor Guidance
Philanthropists often bring more than funding; they bring valuable insights and expertise that can enhance your organisation’s impact. Building a consultative relationship allows donors to feel a deeper connection and involvement in your mission. Engage them by seeking their wise counsel and expertise.