About the Movement
It’s not just a movement, it’s a revolution in generosity.
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.
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.
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.
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.
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.
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.
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.
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.
Our Board
The Pro Purpose® Board provides strong governance, transparent oversight, and strategic leadership to ensure the movement remains credible, sustainable, and deeply impactful.
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 ... and Insync. He was previously Chair of Ansvar Insurance, First Samuel, and Ambit Group. He has served as a director of Mission Australia and Stillwell Motor Group. Previously a partner at KPMG Australia, he is also a Fellow of the Australian Institute of Company Directors (FAICD).
Nick is passionate about encouraging organisations to discover, embed and live a worthy purpose. He co-authored, Why Purpose Matters; and how it can transform your organisation with Dr Rodney Howard. He has authored two other books and numerous reports and articles on governance, leadership, culture and board effectiveness. He was recently the primary author of the report, Benchmarking board performance: 500 board reviews later.
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.... She is the founder of Monostory, a consultancy dedicated to helping leaders and organisations craft and live their authentic brand story. Sam’s work spans local and federal government, global charities, media, FMCG, education, ministries, movements, agencies, SMEs, solopreneurs, artists and activists, always with a focus on aligning values and mission with authentic narratives and experiences. Her expertise in strategic alignment and brand development empowers teams to live their purpose from the inside out, creating a positive, lasting impact.
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....
For 13 years, Tim was CEO of World Vision Australia. Tim now currently holds position as Senior Advisor of the Centre for Public Christianity, Chair of the Community Council of Australia; Chief Advocate of the Thriving Communities Partnership and in 2021 he was appointed by Monash University as Chair of Peninsula Campus Community Advisory Committee.
In 2006 Tim was named Victoria’s Australian of the Year, in June 2005 was made an Officer of the Order of Australia (AO); in 2004, was named Victorian of the Year; and in 1997 was named as one of Australia’s 100 National Living Treasures.
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 ... and excellence. Bootstrapped the whole way, Platinum has achieved some wonderful things under Josh’s leadership; 100+ staff, building a national company, franchising from startup to a $65million brand, starting a non-profit charity, multiple business award wins, television and media opportunities and donating $1million as a collective community.
After 22 years of business growth and leadership, Josh passed the baton of CEO leadership of his companies Platinum Electricians & JetBlack Plumbers in July 2024. Still 100% owner, Josh now spends his time in a volunteer capacity to serve and help wherever he can. He has learned the difference of leading life from a place of hustle, fear and ‘make it happen’ vs what he now terms ‘restful results’ Josh dedicates his time to being a listening ear and voice of wisdom to help others find solutions and see results from a place of rest.
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 ... by publishing a cookbook called ‘Eat with Purpose’ in partnership with Pro Purpose.
Launching in October 2024, the cookbook will be designed to help high performing people learn how to cook fast, healthy and delicious food, with 100% of the proceeds going to charity.
Michael has been a fighter since birth, defying the odds of surviving not only a rare form of life-threatening cancer, but being the sole survivor of a horrific cancer drug trial. Michael’s ability to help shift your mindset, instill perspective and have you determined to become the best version of yourself, will amaze and inspire. Representing Australia in his chosen sport, holding an executive position with one of the largest companies in the world at the age of 23, and then throwing it all away to find his true passion and purpose, will leave you in awe.
Michael has been a fighter since birth, defying the odds of surviving not only a rare form of life-threatening cancer, but being the sole survivor of a horrific cancer drug trial. Michael’s ability to help shift your mindset, instill perspective and have you determined to become the best version of yourself, will amaze and inspire. Representing Australia in his chosen sport, holding an executive position with one of the largest companies in the world at the age of 23, and then throwing it all away to find his true passion and purpose, will leave you in awe.
Michael has been a fighter since birth, defying the odds of surviving not only a rare form of life-threatening cancer, but being the sole survivor of a horrific cancer drug trial. Michael’s ability to help shift your mindset, instill perspective and have you determined to become the best version of yourself, will amaze and inspire. Representing Australia in his chosen sport, holding an executive position with one of the largest companies in the world at the age of 23, and then throwing it all away to find his true passion and purpose, will leave you in awe.
Michael has been a fighter since birth, defying the odds of surviving not only a rare form of life-threatening cancer, but being the sole survivor of a horrific cancer drug trial. Michael’s ability to help shift your mindset, instill perspective and have you determined to become the best version of yourself, will amaze and inspire. Representing Australia in his chosen sport, holding an executive position with one of the largest companies in the world at the age of 23, and then throwing it all away to find his true passion and purpose, will leave you in awe.
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.


