Philanthropy in Africa has a rich history rooted in communal values and shared responsibility. As individuals, businesses, and organizations become more engaged in giving, the continent is witnessing a growing culture of philanthropy that is steadily becoming more impactful. A prime example of this shift is the global movement Giving Tuesday, which has gained significant traction across Africa. Although the event is celebrated on just one day each year, its impact extends far beyond that single day, acting as a catalyst for raising awareness about the importance of giving and collective action.
While Giving Tuesday highlights these growing trends, the broader landscape of philanthropy in Africa is evolving. Despite economic challenges, Africa’s philanthropic culture is maturing, with more formalized and impact efforts driven by local individuals, businesses, and communities. The African Giving Report 2023 estimates that Africans contribute about $2 billion annually to charitable causes, with individual donations making up the majority of this total.
One other encouraging sign of Africa’s philanthropic growth is its global ranking in the World Giving Index 2023, published by the Charities Aid Foundation (CAF). The index ranks countries based on their generosity, including metrics such as helping strangers, volunteering time, and donating money. In the 2023 report, Kenya was ranked 3rd globally, Liberia 4th, and Nigeria 9th. This high level of generosity across the continent highlights a growing adoption of charitable behaviors and positions African nations as global leaders in philanthropy.
Philanthropic Growth and Trends in Africa
A key factor contributing to the rise in charitable giving is the increasing use of digital platforms. Mobile money systems like M-Pesa (Kenya), Airtel Money (Nigeria), and Orange Money (across several African countries) have made donations more accessible, especially in rural areas where traditional banking is less available. According to GSMA Mobile for Development, mobile money subscriptions in Sub-Saharan Africa surpassed 500 million in 2022, showing the increasing role of mobile payments, many of which are directed toward charitable donations.
In addition to mobile money, crowdfunding platforms like GoFundMe and Thundafund have become important tools for raising funds across a wide array of causes. By providing a digital space for donations, they make it easier to engage a broad audience, amplify the reach of campaigns, and gather resources, especially in regions where traditional fundraising methods may be less effective.
Moreover, the active involvement of young people is a driving force behind Africa’s expanding culture of philanthropy. With one of the youngest populations in the world, many African youth are leveraging digital tools and social media platforms to raise awareness, organize campaigns, and fundraise for important causes. This generation’s passion and digital literacy have brought new energy to philanthropy, creating a vibrant ecosystem of giving that spans across borders and addresses pressing issues at both local and global levels.
Corporate involvement has also played a significant role on the growth. Companies like Safaricom (Kenya), MTN (Nigeria), and Standard Bank (South Africa) are increasingly supporting charitable causes, whether through matching donations, employee donation drives, or amplifying the visibility of local campaigns. This corporate support not only magnifies the impact of individual contributions but also enhances the reach of local initiatives.
Challenges …
Despite these positive trends, several challenges have hindered long-term, sustainable philanthropic practices in Africa.
A significant issue is the continent’s reliance on foreign aid for funding development projects. According to The African Giving Report 2023, while local donations are rising, many African countries still rely heavily on external funding for large-scale initiatives. This reliance undermines the development of self-sustaining local philanthropy and limits the potential for grassroots giving to grow.
Donor retention remains another key challenge. The Fundraising Effectiveness Project’s (FEP) Q2 2024 Report indicates a -3.9% drop in donor participation and a -4.5% decline in donor retention globally, a trend that is also reflected in Africa. Nonprofits struggle to maintain long-term engagement with donors, particularly smaller contributors, who are essential for sustaining grassroots fundraising efforts.
Economic instability, including inflation, poverty, and unemployment also limits the financial capacity of many Africans to donate. While communal giving is still strong, these economic barriers prevent a large portion of the population from making substantial contributions, especially in times of financial hardship.
Growth opportunities…
While challenges remain, there are several opportunities for growth within Africa’s philanthropic sector. The growing use of technology offers a way forward, with digital tools and data analytics providing nonprofits with better ways to manage donations, track results, and engage effectively with donors. By utilizing real-time data, organizations can adjust their strategies to improve fundraising efforts and optimize donor engagement.
Another key opportunity is the potential to build on traditional forms of giving. Africa has a long history of communal giving, where individuals contribute to their communities, often in the form of mutual aid societies or through collective saving groups like chamas (in Kenya) or stokvels (in South Africa).
These communal saving practices can be adapted to modern philanthropic needs.
In conclusion, Africa’s evolving philanthropic landscape presents an exciting opportunity to rethink charitable giving. As the continent continues to embrace new technologies and platforms, it is clear the future of philanthropy not just in Africa but across the globe, lies in nurturing homegrown solutions as well as adapting to the challenges of a rapidly changing world.
