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Former Prime Minister Tony Abbott is urging Australians to leave part of their estates to the conservative lobby group Advance, promoting the move as a way to protect what he calls “Australian values” for future generations.

The endorsement is part of Advance’s latest fundraising initiative, launched under a new offshoot called Advance Generations, which specifically targets bequests as a long-term funding strategy. The group says it’s fighting a “generational battle” for Australia’s freedom, prosperity, and security.

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Abbott’s Appeal: “Preserve Australian Values”

In a message to Advance supporters, Abbott called on Australians to consider including the group in their wills, arguing that this kind of support would help safeguard traditional values under threat from what he described as “radical ideologies.”

“Advance Generations is about making sure that the Australia we know and love doesn’t slip away,” Abbott said. “Supporting Advance through a bequest is one of the most important things you can do to preserve what makes this country great.”

The campaign frames the legacy donations as part of a broader fight against “cultural decay” and the “political left,” with specific criticism aimed at Welcome to Country ceremonies, which Advance claims are being used as a “tool to indoctrinate children.”

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Advance’s Role in the 2025 Election

Advance, a controversial conservative campaign group, played an aggressive role in the 2025 federal election, targeting the Greens and Labor, particularly Prime Minister Anthony Albanese.

In a 24-page post-election report sent to supporters, Advance claimed it raised $13.8 million through over 52,000 donations in the 12 months leading up to the election. The group says $10.6 million of that was spent on campaigns targeting the Greens, while $3.2 million focused on anti-Labor messaging.

Advance says its efforts contributed to the Greens losing three seats, including one held by former party leader Adam Bandt. However, some within the Liberal Party have challenged these claims, suggesting Advance is overstating its influence.

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Controversial Messaging and Political Targets

Advance has consistently positioned itself as a defender of conservative values and an opponent of what it sees as left-wing overreach, particularly on issues like:

• Climate action
• Indigenous recognition
• Gender and education policies
• Freedom of speech and religion

Its messaging often uses provocative language, warning supporters of what it calls a “radical agenda” by Labor and the Greens. The group’s latest material criticizes Welcome to Country ceremonies—performed before public events as a sign of respect for First Nations people—labeling them as ideological tools.

This stance aligns with recent efforts by some conservative figures to push back against cultural inclusion efforts, particularly those seen as tied to identity politics.

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Advance Generations: Building a War Chest

Advance Generations is designed to ensure long-term funding for future political campaigns. The group is urging older Australians, particularly those who share its political outlook, to consider leaving money in their wills to Advance as a way to influence national direction long after they’re gone.

The group says this initiative will “build a legacy of resistance” against progressive policies and solidify conservative voices in Australia’s political landscape.

While the practice of political bequests is not new, Advance is among the first Australian lobbying groups to launch a high-profile, emotionally-driven appeal for estate donations tied directly to cultural and political narratives.

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Criticism and Concern from Opponents

Progressive groups and political opponents have raised alarms about Advance’s expanding influence, calling its messaging divisive and misleading. Critics argue that Advance spreads disinformation, particularly during election cycles, and uses fear-based campaigning to energize its base.

Labor and Greens MPs have called for greater transparency around political fundraising and third-party campaigners, particularly those operating outside the formal party system but with significant financial power.

Some within the Liberal Party have also distanced themselves from Advance, wary that its rhetoric may alienate moderate voters, especially in urban and younger electorates.

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What Happens Next?

With Abbott’s backing and millions already raised, Advance appears committed to expanding its political footprint—not just through active campaigning but through long-term financial planning.

Whether Advance’s bequest drive will succeed remains to be seen, but its messaging is clear: it wants supporters to see their estates as a political weapon in what it views as an ongoing cultural war.

As political groups increasingly turn to legacy giving as a fundraising strategy, Advance’s campaign may set a new precedent in Australian politics—for better or worse.

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