What if the greatest challenge facing philanthropy today was not raising funds, but earning trust? This provocative yet fundamental question was at the heart of an evening event organized by Executive Education HEC Montréal, in collaboration with the HEC Montréal Media Management Hub and Maecenas HEC Montréal. More than 200 professionals, researchers, and practitioners from the sector gathered to take part in two panel discussions exploring what transforms a donation into lasting impact: the quality of relationships, the demand for transparency, and the courage to let go.
The event also marked a concrete milestone in HEC Montréal’s commitment to contemporary philanthropy, with the announcement of three structuring initiatives: the launch of a graduate-level microprogram dedicated to this rapidly evolving field; the creation of the Maecenas research group; and a partnership with the University of Geneva as part of the Media and Philanthropy Initiative (MPI).
Michel Patry, President and Chief Executive Officer of the HEC Montréal Foundation, Professor Emeritus, and former Director of the School, shared a clear conviction: philanthropy is far more than a funding mechanism—it is a force for social transformation. ‘It operates where traditional mechanisms reach their limits. It allows organizations to dare, to innovate, to take risks that other actors cannot always assume,’ he noted, adding that philanthropy also contributes to social cohesion and to the strengthening of individual and collective freedoms.
Trust as a Lever for Philanthropic Impact
The first panel sought to define trust-based philanthropy. For Hilary Pearson, founder and former President of Philanthropic Foundations Canada, traditional philanthropy often relies on a top-down logic of control that is disconnected from the realities of communities. It is time to break with this model, she argued. Trust is, above all, a relational and dynamic concept: it is earned, lost, and must be actively nurtured. It operates on three levels—internal (within boards of directors), external (between foundations and partners), and systemic (the legitimacy of philanthropy in the eyes of the public).
A Culture of Control: The Main Obstacle to Overcome
Foundations are often trapped in a culture of control that hinders meaningful dialogue: opaque processes, unilaterally defined criteria, excessive reporting requirements—all of which undermine trust-based relationships. ‘Trust is built, it is nurtured; it is strong and fragile, and it requires reciprocity,’ emphasized Lili-Anna Pereša, President and Chief Executive Officer of the Mental Health Commission of Canada. She highlighted the tension experienced by frontline organizations, caught between the need to deliver services and the burden of heavy administrative requirements.
Building Trust: Lessons from the Field
Lili-Anna Pereša pointed to the success of Centraide Montréal’s Collective Impact Project (CIP) as a concrete example of how collaboration among foundations can decentralize power and strengthen community capacity. Born from discussions between Jean-Marc Chouinard and Lili-Anna Pereša, the project required years of dialogue, listening, and adjustment. It was built on 30 years of social infrastructure developed through Montréal’s neighbourhood roundtables. ‘The relational dimension must be valued, otherwise trust will not take root,’ insisted Jean-Marc Chouinard, Senior Advisor, Strategy and Management, and former President of the Lucie and André Chagnon Foundation. Even where trust appears established, it must be continuously rebuilt through dialogue and listening.
Trust as a Condition for the Survival of Philanthropy
In the face of profound societal transformations, Jean-Marc Chouinard called on civil society—and philanthropy in particular—to take the lead. Without trust, no collective transformation is possible. Inspiring models already exist, as Hilary Pearson reminded the audience: the ethical framework rooted in the African philosophy of Ubuntu developed by the Beati Foundation; the book Control by Glen Galaich; and the transfer of capital from the McConnell Foundation to Indigenous foundations. ‘Letting go is the highest form of trust,’ added Lili-Anna Pereša. Laetitia Gill Motte, international philanthropy expert and Co-Director of the Master of Advanced Studies in Philanthropy at the University of Geneva, concluded the panel on an optimistic note: ‘Trust is not an optional extra—it is the foundation of philanthropic impact. It requires humility, reciprocity, and the ability to create spaces where disagreement is possible.’
Philanthropy and Media: A Necessary Alliance for Democracy
Sylvain Lafrance, Director of the HEC Montréal Media Management Hub, opened the second panel with a compelling observation on the growing role of philanthropy in the media: ‘How can trust be built in a world where truth is increasingly challenged, where new tools make it possible to fabricate false realities? The role of the media has never been more critical in fostering social dialogue.’ Over the past decade, media philanthropy has emerged as foundations increasingly recognize that supporting media is, fundamentally, supporting democracy.
The La Presse Model: From Subscriber to Donor
François Cardinal, Vice-President, Information, and Deputy Editor at La Presse, retraced the organization’s transformation as the need to diversify revenue sources became clear. La Presse chose to make its content free, considering high-quality information a public good. ‘Leaving quality information only to those who can afford it was dangerous for our collective “we”,’ he explained. As a result, donations grew from $3 million in 2019 to $10 million annually last year, supported by 66,000 donors contributing an average of $120 per year. Regarding editorial independence, La Presse opted for full transparency with both donors and advertisers, with no possibility of interference. Another strong decision was to stop endorsing political parties during elections. One challenge remains: of the $10 million in annual donations, only $1.4 million comes from major donors—an untapped potential. Some major donors, particularly corporations, question how their donations will be perceived if their organization is covered in the news, whether positively or negatively. In Québec, while a culture of philanthropy has long existed, philanthropy dedicated to media is still emerging.
Inspirit and the International Perspective
The Inspirit Foundation was created following the sale of an Ontario television network. Its original mission—multicultural and interfaith programming—evolved into a broader commitment to a more inclusive and pluralistic Canada. Ana Sofía Hibon, Senior Program Manager, explained that since 2019, Inspirit has actively funded journalism, convinced that ‘quality information is the oxygen of our democracies.’ The Foundation developed two practical guides—one for foundations and one for journalists—and prioritizes media led by underrepresented communities, including racialized, Indigenous, and rural communities.
The Swiss Experience: When Democracy Votes for Its Media
Gilles Marchand, Director of the Media and Philanthropy Initiative at the University of Geneva, offered an illuminating European perspective: in Switzerland, citizens have voted three times in ten years to maintain funding for public broadcasting. ‘A functional media space is a functional democratic space,’ he stated. He also cited a French study showing a direct correlation between media deserts, the disappearance of local public services, and the rise of populist political movements. Ana Sofía Hibon added that in Canada, at least 600 local media outlets have closed since 2008, most of them in communities with fewer than 30,000 residents.
What Role for Philanthropy Going Forward?
In closing, the panelists shared their visions for the future. François Cardinal expressed the hope that La Presse could eventually replace part of public funding with philanthropy and donations. ‘That would be a tremendous success,’ he said. Ana Sofía Hibon called for greater collaboration among foundations, citing the Fonds Avenir Médias as the first fund dedicated to supporting media and democracy. Gilles Marchand concluded on an optimistic note: ‘This democratic concern is so pressing today that this major cause—the functioning of a healthy media ecosystem—will assert itself.’The conference concluded with a presentation of the graduate microprogram in contemporary philanthropy by Charlotte Blanche, Assistant Professor, Department of Management, HEC Montréal, alongside the mentor of the first cohort, Hilary Pearson.
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