New platform aims to boost trust in Australian charitable giving

A new digital platform is aiming to address concerns over transparency and trust in Australia's charitable giving sector. Friendship Tree, a technology-focused not-for-profit, has launched nationwide to close what it refers to as the country's "Generosity Gap."

Generosity gap

Recent research suggests that while a majority of Australians engage in charitable giving, many remain hesitant due to uncertainty about how their donations are utilised. Studies show that 68% of Australians gave to a cause in the past year, but nearly half said they would give more if there was greater visibility on the use of funds. Additionally, one in five expressed concern over the handling of their contributions.

Friendship Tree's solution centres on offering a clear view of how donations make an impact. By enabling users to give via app or website and tracking contributions through a personal dashboard, the platform aims to rebuild trust among donors.

Transparency focus

The platform brings together charities, consumers, and purpose-driven brands on a single service. Causes are screened against rigorous criteria before being included. Users can make one-tap donations and view up-to-date reporting on where their money is going. The approach is designed to appeal to those Australians who say complexity and a lack of clarity have been barriers to regular giving.

Adam White, Founder of Friendship Tree, said the aim is to foster a culture of generosity in everyday life.

"Friendship Tree was born from a simple but powerful belief: every small action matters," said Adam White, Founder, Friendship Tree. "We're living in an era where Australians want to give but are not sure where their money goes. Friendship Tree is about bringing the trust back - showing people the real impact of every dollar and helping them bring generosity back to daily life. When people give through Friendship Tree, they know it counts. Doing good, feels good."

Community approach

The organisation has established partnerships with several Australian charities for its launch, including Happy Paws Happy Hearts and Desert Pea Media. These partners will benefit from the platform's focus on connection and detailed reporting to supporters.

Heidi Hauf, Chief Operations and Sustainability Officer at Friendship Tree, outlined how the service aims to change the way Australians think about giving. "At its heart, Friendship Tree is about connection and community. Right now, the giving experience often feels like a transaction- a donation here or there, with little insight into what happens next. Friendship Tree is changing that by helping people feel part of something bigger - with real stories, real outcomes, and a real sense of community."

The inclusion of charities such as Happy Paws Happy Hearts brings an additional dimension to the initiative. Zoe Black, Founder and CEO of Happy Paws Happy Hearts, said partnering with Friendship Tree aligns with their mission to create meaningful moments for vulnerable Australians and animals. "At Happy Paws Happy Hearts, we know that even the smallest moments of connection can spark lasting transformation. Friendship Tree beautifully brings this idea to life, reminding us of the incredible power of community."

Toby Finlayson, CEO of Desert Pea Media, said the platform's values complement their goal of celebrating connection and storytelling. "At DPM, we believe there's power in all people feeling connected to each other, and the world around us. Friendship Tree builds trust and connection through thoughtful storytelling. We couldn't find a more aligned partner to help us grow our impact."

Sector backing

Friendship Tree is already receiving support from prominent community figures. Usman Khawaja, an Australian cricketer and founder of the Usman Khawaja Foundation, emphasised the significance of the platform for smaller charities. "What Friendship Tree is building really matters. As someone who has built a foundation from the ground up, I understand the transformative power Friendship Tree is going to provide for charities, especially the smaller ones, to be seen and supported."