What began as a mission to build schools in Ethiopia has evolved into a global movement reshaping lives across four continents. At the heart of this is Keith Marshall, Chief Philanthropy Officer of the SiGMA Foundation, who delivered a powerful keynote during the BiS SiGMA Americas, tracing the organisation’s journey – from humble beginnings to ambitious, global outreach.
A Vision beyond traditional academia
“For 15 years, we were building one school a year in Ethiopia,” Marshall said. “It was meaningful, but we realised we could do more.” That realisation became the catalyst for a new chapter when Eman Pulis, founder of the SiGMA Group, proposed the creation of the SiGMA Foundation. The goal: go beyond traditional academia and adapt to the needs of diverse communities.
In the past year alone, the Foundation has launched projects in Ethiopia, the Philippines, Colombia, Guatemala, Brazil, and Peru. A team of 28 volunteers in Colombia helped fund 60 cleft lip and palate surgeries for young children, critical care that’s financially inaccessible for many in the rural area. In Guatemala this week, the Foundation inaugurated an eye surgery theatre. Meanwhile, in Brazil, a new youth empowerment programme in the favelas combines combat sports with life skills education, including money management and social media literacy. Created alongside Centurion FC, it launched to the community yesterday.
Speaking to SiGMA during the inauguration, he said: “ Managing to carry this off in such close proximity, in such a short period of time to me was outstanding. We knew from day one we couldn’t entrust traditional academia to these kids going forward. It wouldn’t fly. So we went for combat sports and introduced a level of academia, to bring about the best possible combination.”
“We’ve been involved in many great projects around the world, but seeing what I was looking at here 6 weeks ago to this – it’s mind-boggling. Roberto Gallo and the team deserve massive recognition and appreciation.”
Empowering communities through local passion
How do they decide on projects? It often depends on the passion of local coordinators, says Marshall. “Roberto Gallo lives and breathes this mission. It’s in his blood. He’s got passion, and he exudes it. Trust and credibility are everything. In this line of work, losing face with benefactors is not an option.”
“What we’re doing now is not just charity,” Marshall emphasised. “It’s about empowerment. It’s about strategy. And it’s about meeting people where they are.”
The Foundation’s growth is exponential. What used to be one project every two years is now projected to reach eight by the end of 2025. Behind this momentum is a global network of over 500 volunteers, all united by a belief in service, resilience, and community. Next stop: Peru, to inaugurate a new annexe to an existing hospital in the Amazon.
A safe and responsible gaming industry
Group founder Eman Pulis also addressed the stigma sometimes associated with the gaming industry, noting how some charities were reluctant to accept donations from gambling companies.
“Out of that weakness, I do see a tremendous opportunity.”
Speaking about how the company seeks to leverage its privileged position as a platform for the gaming community to create a safe and responsible gaming industry, he explained that SiGMA “is not a gambling company, but an events company that is trying to promote regulated and responsible gaming.”
“With this platform (the SiGMA Foundation), I think there’s an opportunity to really raise the bar to really bring philanthropy closer to all these gaming companies – and beef up a sense of social corporate responsibility.”
“Look around you. There’s so much money in this industry. Why wouldn’t we channel some of it toward real impact?”
Inspiring and candid, Marshall’s message was clear: meaningful change doesn’t require superhuman effort – it just requires the will to act.
