Giving with purpose made simple for business

We see a world where Profit & Purpose prosper together

At Pro Purpose, we help businesses connect their purpose to charitable impact,
with a custom-built giving strategy that seamlessly embeds generosity into their brands.

We could write more words to tell you how. But it's far more powerful if we show you why...

So how does it work?

As a nonprofit organisation with ten years experience helping businesses uncover their purpose and connect their profit to tangible impact,

we make giving with purpose simple for business.

Create real change

Align with charitable projects creating tangible transformation in disadvantaged communities

Track the impact of your giving and share the story with your community

Our impact projects are creating positive social, economic, and environmental impact – transforming lives both now and for future generations to come

Boost your business

Experience the multi-dimensional benefits a giving strategy in your business bring

Perks like brand preference, superior talent retention, increased team performance, enhanced company culture and tax benefits are just the beginning!

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Who we are

Pro Purpose was founded by Alana Nicholls and her husband Joshua after they witnessed first-hand the impact a simple, yet intentional giving strategy in their business had on the lives of those most in need.

After sustainably scaling their impact from sponsoring 0 to 200 children per month and directing $1 million towards charitable projects, the Nicholls saw the potential for impact to be even greater if they helped other businesses do the same.

“There are over 2.5 million businesses in Australia alone. Around 400 million globally.
If every business shared a little of their Profit for Purpose, just imagine the impact a community of generous businesses could have together!”

- Alana Nicholls, Founder and CEO

1811252

Donated towards impact projects

272

Children sponsored

143

Water wells

107855

People provided clean water

1047

Maternity appointments for safe births in Uganda

505

Start up loans for families in Indonesia

1184

Days for First Nations Women domestic violence healing workshops

460

Days for First Nations Youth cultural leadership programs

4144

Days of education for children in Uganda

5161

Nights of safe housing for Australian families experiencing homelessness

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Season 2 Episode 3

featuring Pro Purpose Partners Wild Indiana, Speak About Speech Pathology and Joyful Finance

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Season 2 Episode 9

featuring Pro Purpose Partners Novale Bathrooms and Limcora

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Season 2 Episode 15

featuring Salon Purpose and Fantastic Aussie Tours

Salon Purpose

From startup to salon of the year - how intentional generosity supercharged growth and success.

“When you show your staff and clients what generosity looks like - it comes back tenfold!”

- Nicki Ranatawake, CEO

Leadership Counts

Trackable and tangible impact making workshops more meaningful.

“We can feel our impact. In the past we didn’t know how to measure that tangibly. Now that we know we’ve provided 109 nights of safe housing in just three months, it makes us feel amazing!”

- Roger & Lynne Vertannes, Directors

Limcora Plumbing

Taking family culture to the next level through a partnership with purpose.

“Partnering with Pro Purpose is a no brainer! Every staff member is on board. They feel like they’re part of something greater than themselves and making an impact”

- Evan Graham, Managing Director

Pro Purpose Case Study Partner, Tony with JetBlack

JetBlack Products

How the restoration of water wells brought restoration to the life of JetBlack’s founder.

“We provide the means for the restoration of wells, that then restores water to those communities which resonates with me - a lot of the struggles that I went through, I’m now in a place of restoration.”

- Tony Simmonds, CEO