'Rethink how you tell local philanthropy in Uganda’s stories'

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Media practitioners, journalists and philanthropy leaders have been urged to examine how local giving is portrayed in mainstream and digital media.

The call was made during a roundtable meeting aimed at shifting narratives around philanthropy, positioning community-driven giving as a transformative force rooted in solidarity rather than foreign aid dependency. The event at the Metsil Hotel in Kampala city on August 4, 2025, was organised by the Uganda National NGO Forum (UNNGOF).

African Institute for Investigative Journalism deputy director Raymond Mujuni highlighted a glaring gap in media coverage.

“Stories of local giving rarely flood mainstream platforms because journalists often overlook their significance,” he said.

Mujuni urged reporters to focus on the purpose of philanthropy, such as lifesaving interventions during health crises or road crashes, rather than fixating on high-profile donors.

“Elevate the why behind the giving, not just the who,” he said.

Participants during the event at the Metsil Hotel in Kampala city on August 4, 2025, was organised by the Uganda National NGO Forum (UNNGOF).

Beyond “Big” philanthropy

Digital media editor Angel Nampewo challenged misconceptions that philanthropy must involve large sums of money.

“Local giving doesn’t have to be grand,” she said, citing examples like volunteering time, sharing skills, or even small acts of kindness.

Nampewo also criticised transactional portrayals of charity, such as politicians staging giveaways for media coverage to gain political favour.

“True philanthropy should reflect genuine community care, not quid pro quo exchanges,” she said.

Uganda’s generosity

A 2024 report by the Charities Aid Foundation and CivLegacy Foundation revealed Uganda ranks sixth globally in generosity, with citizens donating an average of 2.04% of their income to charitable causes. The study found 79% of Ugandans give money, 60% support family needs, 55% contribute to religious causes, and 76% prioritise causes they deeply care about.

Community-centred narratives

Hope Nankunda of Raising Teenagers Uganda, a nonprofit focused on menstrual health for schoolgirls, stressed the need to amplify local philanthropy’s role in societal development.

“Our communities thrive when giving is rooted in shared values, not external validation,” she said.

The roundtable concluded with a call for media-philanthropy collaborations to co-create stories that highlight grassroots generosity, challenge stereotypes, and inspire systemic change. Participants pledged to adopt editorial frameworks that celebrate local agency, innovation, and the transformative power of community-led giving.