We are Pro Purpose® 

A growing movement of Australian SME leaders who believe success isn’t just about profit - it’s about purpose, people, and social impact.

One business at a time.
One act of giving at a time.
One shared future, on purpose

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Our Origin Story

A simple idea that became a movement

Twenty years ago, Joshua and Alana Nicholls began building Platinum Electricians with a vision to grow a successful business rooted in generosity.

In 2012, they launched One Van One Child:

One sponsored child for every service van on the road.

A simple idea that grew to support more than 200 children and raise $1million in social impact.

In 2016, a trip to Zambia transformed their vision. Seeing the direct impact of their giving sparked a deeper question:

What if thousands of businesses gave together. Could our collective generosity transform lives at scale? 

From that moment, the seed of Pro Purpose® was born. Years of refining, building systems, and testing models led to the creation of the Pro Purpose Framework™ - a simple, scalable way for businesses to embed generosity, track real impact, and experience goodness in action. 

Goodness in Action

How our values bring generosity to life.

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Intentional

Generosity with purpose.

Every dollar, every partnership, every pledge is deliberate not reactive. Pro Purpose® helps you give in a way that reflects who you are and what you value.

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Credible

Built on trust.

We partner with transparent, vetted charities so you can be confident your impact is real. This isn’t giving for show it’s generosity with substance.

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Simplified

Effortless, not overwhelming.

We’ve taken the guesswork out of generosity. The Pro Purpose Framework™ makes it easy to align your giving with your business operations so impact happens automatically.

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Collective

We go further together.

When thousands of small businesses give side-by-side, something bigger emerges. Pro Purpose® connects your generosity to a shared story of national impact.

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Scaled

Small actions, multiplied.

Your individual generosity matters and when combined with thousands of others, it scales into lasting change. This is how a billion-dollar movement begins.

Our Bold Vision

70,000 Small Business Leaders.

$1 Billion in Impact. By 2035.


Australia has 2.6 million SME businesses. 
We believe they can reshape the future of generosity.

Our vision is to unite 70,000 businesses in giving $1 billion toward alleviating poverty and disadvantage by 2035.

This isn’t a campaign - it’s a collective commitment.

And we’re only getting started. 

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Meet the Founder

Led by Purpose. Grounded in Experience.

Alana Nicholls. She’s not just a CEO, she’s a catalyst. 

A visionary leader redefining generosity for a new generation of business. 

Her bold, relational leadership has sparked a movement that brings together purpose, profit, and long-term impact.  

Her two decades of experience leading teams, growing a national brand, and embedding purpose into business operations form the foundation of the Pro Purpose Framework™. 

Through keynotes, content, and soon to be launched podcasts, she’s inspiring business leaders across Australia to live and give with purpose. 

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Our Board

The Pro Purpose® Board provides strong governance, transparent oversight, and strategic leadership to ensure the movement remains credible, sustainable, and deeply impactful.

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Nick Barnett

CHAIR & BOARD DIRECTOR

Nicholas (Nick) has over 35 years of experience as a governance expert, director, business leader, and consultant. He is the Executive Chair of Board Benchmarking ...

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Sam Valich

BOARD DIRECTOR

Sam is a seasoned Brand Strategist and Qualitative Researcher with over 20 years of experience in strategy, creativity, and purpose-driven leadership....

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Tim Costello AO

BOARD DIRECTOR

Rev Tim Costello is one of Australia's most respected community leaders and a sought after voice on social justice issues, leadership and ethics....

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Joshua Nicholls

BOARD DIRECTOR

Starting business at 22 years of age, Joshua (Josh) has built Platinum Electricians on a strong foundation of culture, empowering opportunity, team unity, integrity ...

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Frank Greeff

BOARD DIRECTOR

Frank is co-founder of real estate platform Realbase, and at just 29 years old, sold it to Domain for $180 million. Frank is now on a mission to raise $1 million for charity ...

Extreme poverty and disadvantage exist in our world. We believe Australia’s 2.6 million SME business leaders can change that together.

Pro Purpose® isn’t a product or a platform. It’s a growing movement of leaders who believe business can be generous, and generosity can be transformational.

We’re uniting businesses to lead a measurable, scalable, and sustainable revolution in generosity.

 

Ready to Join the Movement?

Whether you’re curious or ready to commit, there’s a place for you in this story.