The Next Era of Philanthropy

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👋🏾 Hey! I’m Sid and this is The Philanthropy Futurist, a weekly advice column preparing you for the future of the nonprofit sector. Each Friday, I tackle reader questions about measuring impact, driving growth, and managing your nonprofit.

This Week’s Newsletter at a glance:

• The Next Era of Philanthropy

• Philanthropy News From This Week

• Sid’s Book Recommendation

The Next Era of Philanthropy

For many years, Creators have leveraged their platforms to drive awareness and funding for causes they believe in. From viral challenges to livestream fundraisers, they’ve consistently found creative ways to support Nonprofit initiatives that align with their values.

In many ways, Creators are reshaping the next era of philanthropy.

Take, The Sidemen.

For those unfamiliar, the Sidemen are a UK-based collective with a massive online following. The core group consists of 7 members, supported by a larger team that helps bring their ambitious projects to life— spanning creative and business ventures.

Last Saturday, March 8, 2025, the group hosted their 6th Sidemen Charity Match, proving once again that entertainment can be a powerful force for good— bringing together a global community and raising millions for charity.

Many of you have seen large-scale charity events like marathons, cross-country bike rides, or celebrity gala fundraisers.

But what sets this event apart is— the scale, accessibility, and real-time engagement from everyday people all over the world.

Unlike traditional philanthropy, Creators invite their audiences to be part of the journey. Whether through crowdfunding campaigns, donation drives, or, in the case of the Sidemen— a sold-out, 90,000-seat Charity Match at Wembley Stadium in the UK.

These Creators aren’t just finding unique ways to support causes they care about— they’re turning entertainment into impact and inspiring millions to take action.

They are entertaining, raising money for a good cause, and redefining how the next generation engages with philanthropy.

Better put— Creators are making philanthropy cool.

Jordan Schwarzenberger, manager of the Sidemen, says:

"Creators are THE culture. Nothing comes close in terms of connection, nostalgia, and energy."

And I agree.

Creators have influence— we can’t ignore that!

Recap: 2025 Sidemen Charity Match

• £4.7+ million raised for charity in about 4 hours

• 2.5+ million people watching live

• 468+ million views across social media

• 28+ million likes across social

• 49+ million accounts reached

• 90,000 people in-person at Wembley Stadium

Talk about influence and reach.

The Sidemen raised funds in support of BBC Children in Need, Bright Side, and M7 Education.

What This Means for Nonprofits

If your Nonprofit doesn’t already have a Creator or Ambassador Program, now is the time to strongly consider it. Creators aligned with your mission can be a game changer— whether on a macro or micro level.

Not to mention, it can be a huge win for corporate brands that help sponsor these partnerships, gaining massive exposure while supporting a good cause.

How to Get Started

1. Get clear on your short- and long-term goals

2. Identify Creator networks and start building relationships

3. Learn what Creators care about and why

4. Develop a Creator / Ambassador Program (involve Creators in the process, get their advice)

5. Get creative, take action, and experiment

That’s all for this week— see you next Friday! ✌🏾

Have questions you want answered? Submit questions using this form and I’ll work hard to get you the answers by way of this newsletter.

Philanthropy News From This Week

• Video Highlights of the 2025 Sidemen Charity Match

• Local food organizations receive over 1 million dollars in grants

• University of Virginia’s Rare Book School receives $1 million boost

• Savannah College of Art and Design awards grants to community partners

Sid’s Book Recommendation

Each week, I recommend a book or film that has impacted my life in a positive way. My recommendation this week is:

Fall in Love with the Problem, Not the Solution by Uri Levine

This book is a handbook for entrepreneurs. It offers mentorship and aims to empower readers to build successful businesses by identifying consumers’ biggest problems and disrupting inefficient markets. Learn more.

How You Can Help