The giving experience – overcoming the barriers to giving among the wealthy in the UK

Charities Philanthropists Philanthropy Wealth charitable giving United Kingdom

This report is written for fundraisers from the donor perspective. It reflects their experiences and perceptions of working with fundraising organisations, identifying the reported barriers to giving and provides insight on how to overcome those barriers by understanding what makes wealthy donors tick.

Key Findings

  1. Giving levels of £1,000 enable fundraisers to identify wealthy donors. However, organisations are likely to have many more wealthy donors among their wider supporter base who will not be giving to them at this level.
  2. Fundraisers need to be sensitive to the high levels of anxiety wealthy people feel about their financial security
  3. Trust is complex – it is built up over time and multiple interactions. Wealthy donors expect accountability, but more importantly they want to be seen as partners and understood as individuals.
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