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Communicating Philanthropy: Between Perception, Policy and Public Trust

  • Jan 28
  • 7 min read

by: Ana Reid


Philanthropy sits at the intersection of private initiative and public good, long‑term systems change and immediate social need, personal motivation and collective responsibility. As we begin 2026, the challenge of explaining what philanthropy is - and what it is not - feels both more urgent and more complex. 


In Ireland, philanthropy is gaining visibility. It is increasingly present in policy conversations, community initiatives, and public debate. For example, philanthropy is now explicitly recognised in Government through the National Philanthropy Policy 2024–2028 launched December 2023 (Department of Rural and Community Development and the Gaeltacht, 2025a), and has been backed by public funding for pilot place-based philanthropy projects under that policy (Department of Rural and Community Development and the Gaeltacht, 2025b). Yet awareness does not always translate into understanding. Too often, philanthropy is reduced to a headline donation, misunderstood as charity alone, or framed through narratives of wealth, power, or substitution for public services (Novogratz, 2025; Bergdoll et al., 2025). These perceptions - sometimes grounded in legitimate questions, sometimes in assumption - shape how philanthropy is perceived by the public, engaged with by government, and practiced by those involved in the sector. 

 

Different Audiences, Different Starting Points 

One of the central challenges in communicating philanthropy is that there is no single audience.  


For the general public, philanthropy can feel distant or abstract. Many people do not recognise acts of generosity, community support, or long‑term giving as “philanthropy” at all. The language can feel exclusive or imported, associated with extreme wealth or international contexts rather than Irish communities and lived experience. This creates a gap between practice and perception - where philanthropy is happening quietly and effectively but is not understood or recognised (“Public Attitudes Towards Ireland’s Charity Sector: Survey Report,” 2023; Department of Rural and Community Development and the Gaeltacht, 2024). 


This is evident in Irish public discourse on generosity. A recent article by Concern Worldwide highlights Ireland’s strong culture of giving, volunteering, and compassion, drawing on international data and historical experience (Kelly, 2025). In doing so, it reflects a broader tendency in public conversation to describe generosity primarily through the language of charity and humanitarian response, rather than through the more structured framing of philanthropy as a long-term and governed practice – though “irish generosity” encompasses both philanthropy, as a more structured, long-term giving model, as well as smaller and short-term giving; meaning philanthropic activity can be widespread but not always explicitly recognised or named as such (where? find out now).

“In Ireland, philanthropy is happening quietly and effectively, but it is not always recognised or named as such.”

We see this in Ireland every day. From place-based funds supporting local responses to disadvantage, to trusts backing pilot projects in education or mental health that later inform public policy, philanthropy often operates behind the scenes (Hennessy, 2025; Breeze, 2020). Its value lies not just in funding, but in convening, learning, and supporting work that takes time to show results. When these stories are not told clearly, the contribution can be overlooked or even misunderstood. These themes were echoed during a multi-stakeholder workshop convened by the Department of Rural and Community Development, involving policymakers, members of Philanthropy Ireland, and community stakeholders, as part of the work of the Communications and Awareness sub-group established under the consultation and implementation of the National Philanthropy Policy (Department of Rural and Community Development and the Gaeltacht,  2024). 


For government and policymakers, the challenge is different. Philanthropy is often viewed cautiously, particularly where there is concern that private funding might replace, rather than complement, public investment. There can be limited institutional memory of successful philanthropic partnerships, and uneven awareness of how philanthropic capital can support innovation, pilot new approaches, or fund work that sits outside traditional political or budgetary cycles. Clear, evidence‑based communication is essential to demonstrate that philanthropy, at its best, strengthens public outcomes rather than distorting them. In European media, investigative reporting has questioned whether large philanthropic gifts and the funding behind NGOs that engage with EU institutions effectively purchase access to the public policy agenda, sparking debate about transparency and democratic influence (e.g, Van Kessel et al. (2024). 


For philanthropists themselves - individuals, families, trusts, foundations and corporates - communication can be deeply personal. Many do not seek visibility; others are unsure how to speak about their giving without appearing self‑congratulatory or exposed to misinterpretation. This can result in impact going unseen, lessons remaining unshared, and opportunities for collaboration being missed (Hennessy, 2025; Breeze, 2020). 

 

The Cost of Silence 

In the absence of accessible information, philanthropy can be framed as opaque, unaccountable, or elite‑driven. Misconceptions can take hold - about tax, influence, governance, or intent - even where strong regulation and ethical practice exist (Charities Governance Code, 2018; Smith et al., 2025).  


This is not a neutral space. Public trust matters and so does legitimacy. For a sector that seeks to address systemic issues, inequality, social cohesion, climate, education, health… communication is not optional. At the same time, good communication must resist oversimplification. Philanthropy cannot and should not replace the role of public money. Communicating that balance honestly is essential if philanthropy is to be understood as a constructive partner in social progress rather than a competing force. 

 

Moving from Promotion to Understanding 

Effective philanthropy communication is not about promotion for its own sake. It is about building understanding. 


That means explaining how philanthropy works - the governance, the accountability, the long‑term thinking behind funding decisions. It means sharing impact in ways that are grounded, evidence‑based and human. It means using language that is accessible, avoiding jargon while respecting complexity. 


It also means listening to and understanding public attitudes, engaging with criticism in good faith, and learning from international experience - all of which are part of a mature communications approach. Philanthropy does not operate in a vacuum, and its narratives are shaped as much by public discourse as by those working within the sector (Department of Rural and Community Development and the Gaeltacht, 2024). 


At Philanthropy Ireland, this has meant investing time in strengthening shared messaging across the sector, supporting members to communicate their impact well, and engaging with policymakers and wider communities of stakeholders to foster informed discussion about the role of philanthropy in Irish society. 

 

Building Capacity to Tell the Story Well 

As the communications landscape becomes more fragmented and more contested, capacity matters. 


In these first days of 2026, Philanthropy Ireland has expanded its team to reflect this growing responsibility, welcoming Sinéad Dalton to the organisation; a senior communications professional with over 20 years’ experience across media, policy, and public engagement. Facilitated by DRCDG under actions of the National Philanthropy Policy, her role is focused on strengthening how philanthropy is understood and communicated - not just through outputs, but through strategy, relationships, and consistency across audiences. This reflects a wider recognition that telling the story of philanthropy well requires skill, coordination, and long‑term commitment. 

 

Looking Ahead 

As we move further into 2026, the opportunity is clear. Ireland has a growing philanthropic ecosystem (Hennessy, 2026) with deep expertise, strong governance, and a commitment to social good. But for that ecosystem to thrive, it must be visible in the right ways, understood on its own terms, and trusted by the society it seeks to serve. 

Communicating philanthropy is not about seeking recognition. It is about clarity - about explaining how philanthropic work is governed, why it exists, and how it contributes alongside public action rather than in place of it. When communicated well, philanthropy becomes easier to understand, easier to scrutinise, and ultimately easier to trust. 

Communicating philanthropy is not about seeking recognition. It is about clarity - about explaining how philanthropic work is governed, why it exists, and how it contributes alongside public action rather than in place of it.

As Ireland’s philanthropic ecosystem continues to evolve, so too must the way it is explained and discussed. The challenge is real. But so is the opportunity. And how we communicate philanthropy will play a defining role in how it is shaped, supported, and sustained in the years ahead and ultimately how it benefits and positively impacts society. 

 



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