Professional Documents
Culture Documents
Philanthropist
In co-operation with Ledbury Research
Contents
Foreword 1
Methodology 2
Key Findings 3
As a part of helping clients to make the most of their wealth, we provide advice across the spectrum so they
can fulfill the broader ambitions they wish to achieve. Philanthropy has long been central to this offering.
In partnership with Ledbury Research, we have developed this report to build a compelling picture of the
current philanthropic landscape and how the wealthy are expected to engage with charities and causes in
the future.
The paper is based on consultation with 500 UK and US-based high net worth and ultra high net worth
individuals. In addition, it uses the perspectives and insights of a wider panel of international experts
drawn from charity, industry and finance circles.
Tomorrow’s Philanthropist looks at how philanthropic habits are evolving. Set against the backdrop of the
global downturn, it is encouraging to see how much of a priority philanthropy has become and will
continue to be. The report also indicates that a younger and ambitious type of philanthropist is emerging –
a positive sign for causes and charities around the world.
Thomas L. Kalaris
Chief Executive
Barclays Wealth
1
Methodology
This report was authored by Ledbury Research on behalf of Barclays Wealth, to examine how the changing
attitudes of high net worth donors will alter the future of charitable giving. It does not aim to glorify or judge these
individuals, but rather to better understand how these important donors are changing behaviorally and
attitudinally, and to assess the impact that these changes will have on philanthropic activity in the future.
It is based on two main strands of research, conducted by Ledbury Research in May 2009. The first is a survey of
500 high net worth individuals in the UK and US (all with investable assets of over £500,000/$1m). These hard-
to-reach individuals were asked questions about their current and future attitudes towards philanthropy, including
how these have changed over the past decade. The results represent the first time that attitudes of high net
worth donors in the US and UK have been compared and contrasted in such a manner.
Alongside this quantitative fieldwork, Ledbury interviewed 20 experts in the field of philanthropy, across the US
and UK, about the key trends in charitable giving and how these might change philanthropy. We would like to
thank our panel of experts, listed below, for their time and effort in helping to create this report:
UK:
Emma Turner, Head of Client Philanthropy, Barclays Wealth
Martin Brookes, Plum Lomax and Lena Schreiber, CEO, Marketing Manager and Senior Consultant,
New Philanthropy Capital
Dominic Vallely and Joe Steel, Founders, not-for-profit social networking site See the Difference
Russell Prior, Executive Director, Enterprise and Philanthropy Development, Charities Aid Foundation
Emma-Jane Weider and Jennifer Chambers, Partners, law firm Maurice Turnor Gardner LLP
Cameron Saul, Founder, UK Charity, Bottletop
Beth Breeze, Centre for Philanthropy, University of Kent
Doug Miller, Founder and Honorary President, European Venture Philanthropy Association
US:
Dr. Peter Diamandis, CEO, X-Prize Foundation
Heidi Frederick, Assistant Director of Research, Indiana Centre for Philanthropy
Doug Balfour, CEO, philanthropic advisors Geneva Global
Matthew Bishop and Michael Green, Authors, Philanthrocapitalism
Michael Sonnenfeldt, CEO, high net worth investor group TIGER 21
Joanne Heyman, Head of Donna Karan’s Urban Zen Foundation
Donna Hall, CEO, Women Donors Network
2
Key Findings
• We are at the beginning of a new age of • The wealthy prefer to fund projects directly –
philanthropy – A new breed of wealthy Respondents increasingly feel that they can make
philanthropists is emerging who are more socially a bigger impact and drive change more effectively
aware and more motivated to give back to the by giving directly to charities, rather than
communities they came from, as well as supporting causes indirectly through taxation.
global causes.
• High net worth donors are becoming increasingly
• The wealthy are still giving despite the downturn – active philanthropists and now seek to solve
The recession has failed to dampen philanthropic rather than simply to support – Historically, high
spirit; the commitment of those who already give net worth individuals have donated money and
will remain resolute, and some wealthy individuals time to charities to support their endeavors.
are actually increasing the levels of their funding Now, however, the wealthy are far more ambitious
in order to ensure that their charitable goals in their philanthropic aims and are wanting to see
are met. visible or measurable change.
• The wealthy may play an increasingly important • The worlds of charity and business are converging
role, compared to governments, in funding – Smaller, nimbler and more accountable charities
welfare projects – The recession will potentially are becoming increasingly attractive to donors
increase the role of the wealthy philanthropist on compared to the large, traditional charities. This
a broad basis, as governments around the world may have a knock-on effect and in the future, we
become more constrained in the causes they can expect to see the emergence of more commercial
fund. High net worth givers have the potential to ventures which have a philanthropic aim at
become an invaluable source of innovation and their core.
investment for charities.
3
Section 1: A New Age
of Philanthropy
4
We appear to be at the beginning of a new global age of philanthropy
Throughout history, private charitable giving has In each period, the ambition and scope of private
undergone cycles of boom and bust. The timeline philanthropy has widened, as improvements in
below shows how these ages of philanthropy have communications, transport and technology changed
come and gone, revealing four key periods. In each, the nature of the world we live in. For example, whereas
in the Renaissance period, wealthy merchants sought to
the stimulus was wealth creation and business
give back to their local community, nineteenth century
innovation by private individuals, both of which were
billionaire philanthropists sought to improve their nation
then turned towards solving the social problems of the through building a network of public libraries.
day. However, the social problems these
philanthropists sought to tackle often proved too great Today’s wealthy individuals are global citizens, and are
for individuals to solve alone, and governments positioned to transform the nature of philanthropy
regularly intervened to provide much-needed support, through applying their considerable financial and
bringing the donor-led philanthropic age to an end. intellectual resources to solve the global problems
of our age.
5
The wealthy increasingly believe that they should give back to society
Chart 2: Percentage who agree that they have felt a growing responsibility to share their wealth
Age
18 - 34 33%
35 - 44 27%
45 - 54 22%
55 - 64 18%
65+ 19%
Wealthy parents agree that the next generation will “Philanthropy is being used as a tool in
grow up with this heightened sense of social family dynamics, it’s a way in which one
responsibility, and that this will lead to greater
can connect to one’s children over
charitable involvement. Overall, a third believe that
their children will be more charitably inclined than something that isn’t about who’s going
themselves, indicating that when the next generation to get the spoils. It’s something where you
of philanthropists grow into their fortunes,
can try and inculcate your values into the
philanthropy will bloom yet further.
younger generation.” Doug Balfour
Chart 3: Do you believe your children will be more inclined towards charitable giving than yourself?
UK -15% 35%
US -21% 27%
2. The Independent, ‘British values at heart of the new National Curriculum’ 8th July, 2007
7
Women will increasingly drive the charitable agenda
Chart 4: What proportion of your investable assets do you donate to charity each year?
1.3%
Total
2.3%
1.8%
US
3.5%
0.5%
UK
0.8%
0% 1% 2% 3% 4% 5%
Male Female
8
The US gives much more, but the UK is catching up and changing faster
This study has found that wealthy individuals in the Britain’s wealthiest individuals have led by example,
US are more generous than their British counterparts with the value of the top 30 donations in the UK
in giving both their time and money to charity. In fact, increasing nine-fold since 2003, according to The
American high net worth individuals allocate three Sunday Times. These individuals are starting to act as
times the amount of time to charitable causes each role models for a new generation of British
month, and four times the level of resources than philanthropists. Beth Breeze has conducted a study
those in Britain, comparative to their net worth. Many into the media coverage of philanthropy, concluding
of those interviewed for this study ascribe this that “even though there are thousands of people out
difference, historically at least, to the creation of a there being philanthropic, coverage tends to focus on
welfare state in the UK.3 However, they also noted that the same handful of people again and again… I think
a good deal of activity in the UK has already moved they have created something of a sea change.”
from the state sector into private hands, with the
result that charitable giving has increasingly come to
be seen as a responsibility of wealthy donors. “We’re finding younger donors are
definitely more interested in global
“Typically you’re getting five to ten times issues. Those that have secondary
the value with your dollar in international residences abroad are particularly
giving than you are in inner-city internationally focused.” Heidi Frederick
Chicago… for $150, you completely alter
the trajectory of somebody’s life. You This trend is set to continue with the next generation,
say, well how much would it cost me to and should redress the gap in charitable giving between
the two countries. As shown in Chart 3 on page 7, a
actually achieve that same thing per third of wealthy parents in the UK believe that their
person in the US? It’s probably about children will have a greater sense of charity than
$4,000.” Doug Balfour themselves, which is more optimistic an outlook than
in the US. When this new generation of philanthropists
begins to emerge, we may start to see the UK shifting
towards a more American model of giving.
3. A 1948 poll of British citizens found that over 90% felt there was no longer a role for charity in Britain after the creation of the welfare state,
Institute for Philanthropy, “A short history of tax incentives for giving in Britain”
9
Chart 5: Which foreign countries or regions do you target with your philanthropic donations?
9%
Africa
25%
2%
Indian Subcontinent
9%
4%
Developing South East Asia
8%
7%
South & Central America
5%
0%
US
5%
2%
Western Europe
2%
2%
Eastern Europe
2%
2%
China
2%
1%
UK
0%
Yet in some ways the UK is already more progressive high of $5.4bn.4 Whilst this still represents under a
than the US. Chart 5 shows which regions and quarter of all grants made by foundations, it does
countries high net worth donors target with their point to a future where US philanthropy will become a
philanthropic donations, and reveals the UK to be greater international force for good. This trend may
much more international in its perspective. For accelerate, especially when the wealthy realize that
example, a quarter of UK high net worth donors target they can, as Doug Balfour, CEO of philanthropic
Africa with their donations, compared to just nine per advisors Geneva Global, puts it, “get so much bang for
cent of wealthy donors in the US. your buck” by giving abroad. In a recessionary
environment, where individuals are looking to get
At the same time, the amount of grants given to more value for their money, this aspect to international
international causes by US foundations over the past philanthropy may become even more crucial.
ten years has more than doubled to reach an all-time
11
Section 2: Resilience
in a Downturn
12
Wealthy individuals are not dramatically cutting back their donations
due to the downturn
Chart 6: In the event the downturn proves more protracted, in which order will you cut back on the following?
First Last
13
Entrepreneurs and younger high net worth individuals are actually increasing their
donations as a result of the downturn
Some wealthy individuals will increase their funding of 2007, despite the fact that many have lost vast sums
charitable causes, as they realize charities may face a of money as a result of the credit crisis (the top 1,000
shortfall in donations during a downturn. The research on The Sunday Times Rich List lost 37 per cent of their
shows young donors, aged under 45, are the most net worth in 2008 compared to the previous year).
likely to be “contrarian givers,” increasing donations by
three to four per cent in an attempt to help their Maintaining levels of giving in such a challenging
charities survive the downturn. Similarly, economic environment can be seen as a real
entrepreneurs are, on balance, increasing their statement of intent. Michael Sonnenfeldt, head of the
donations – Chart 7 shows how their giving is more high net worth investor group TIGER 21 commented,
resilient than other wealthy groups. “With 20 per cent losses of capital and greater losses
of income, if one is maintaining one’s giving, that’s a
High level givers – many of whom have a set of very powerful message about the importance of
charitable structures and goals in place – are also more philanthropy.” 75 per cent of the high net worth
likely to maintain or increase their donations, individuals surveyed for this study in US and UK said
comparative to lower level donors, to make sure that that they would not decrease their levels of giving in
these aims are met. Further evidence of the continued the current downturn; 26 per cent overall said their
commitment of high level donors is shown in the eight giving levels would increase.
per cent increase in donations given by The Sunday
Times Top 100 donors in the UK in 2008 compared to
Chart 7: How much money are you giving to charities compared to 18 months ago?
Inheritor 6% 8% 9% 5% 50% 9% 5% 6% 3%
No change
14
Health, environmental and children’s causes increasing in their importance to
donors; art, animal and religious causes are waning
Chart 8: Which causes do you think will become more important over the next ten years?
Health / Medical
Children
Environmental
Disaster Relief
Youth / Family Services
Social Welfare (e.g. homelessness)
Education - Tertiary
Education - Secondary
Education - Primary
Animals
Arts
Religion
Note: The figures above show the net change in importance, calculated by subtracting the % who say each will become less important, from the
% who say each will become more important.
15
The role of the high net worth individual will become more important
as the state is constrained
Previous booms in donor-led philanthropic activity Wealthy individuals now feel that, since governments’
have ended with the state taking increased capacity to give will be constrained over the coming
responsibility from wealthy individuals, and bringing years, responsibility will fall on them instead to provide
considerable public resources to bear on the problems innovative solutions to social problems. This drive
that private finances had started to solve.5 However, in towards greater individual responsibility is most keenly
the near-term, state intervention may prove more felt by the young – the next generation of wealthy – 72
difficult, since many are burdened with debt from per cent of whom believe that they may have to step
bailing out the private sector, and thus have less up to fill in for the government.
capability to take any additional burden of
responsibility. As Matthew Bishop and Michael Green, The wealthy also increasingly feel that it may be better
authors of ‘Philanthrocapitalism’, note, “If you look at to fund welfare projects directly, rather than through
the public finances for the next 20 years, it’s taxation, because they feel that they can be more
absolutely horrible… There’s going to be much less effective in this way. This study found that 59 per cent
government money for innovative work, and innovations of high net worth individuals agreed that they would
will become peripheral to government activity.” rather donate directly to charities than support causes
indirectly through taxation.
This does not imply that the wealthy and the state
have to work in opposition, however; there are ways
that this new generation of philanthropists can work in
collaboration with government, and leverage the
benefits that large public finances can bring.
Chart 9: Percentage who believe governments are overburdened with debt and that, as a result, giving will
become more incumbent on wealthy individuals
Age
18 - 34 72%
35 - 44 51%
45 - 54 50%
55 - 64 45%
65+ 44%
The interviewees agreed that the wealthy are in a better Emma Turner, Head of Client Philanthropy at Barclays
position than governments to help charities innovate. Wealth, agrees, explaining that, “In general, individuals
Joanne Heyman, Head of Donna Karan’s Urban Zen have the luxury of being more ambitious and being
Foundation, explains, “It’s in governments’ DNA to be able to take greater risks with their own money than
risk averse. It’s on balance private institutions and any institution can, because fundamentally it is their
individuals who can take these risks. Look at someone money. Therefore, you can decide what you want
like George Soros, he’s the perfect example of that. He to do with it and whether you want to support
can take risks where other people can’t… then policy something that will be very safe or whether you want
may or may not shift as a result.” to support something where there might be a higher
risk of it not succeeding.”
17
Section 3: Impact Giving
18
‘Active wealth’ leads to ‘Active giving’ as the wealthy increasingly seek to solve
rather than simply support
Throughout history, the majority of wealthy individuals these individuals are becoming just as active in their
at any one time have inherited their fortunes, and this philanthropy. The key skills that many learned whilst
in turn has had an effect on how they have given their building their wealth in the commercial sector are now
money away. Inheritors tend to have a different being applied in the not-for-profit world. Just as they
relationship with their wealth than self-made individuals, do in business, entrepreneurs are applying the same
often considering themselves custodians of the family business acumen and innovative approach when
fortune, and are often less willing to take risks with engaging in philanthropy. Whilst money is by far the
their donations. However, the way people have made most common way all donors give to charity,
their money has been dramatically shifting; just 20 entrepreneurs are more likely than other groups to state
years ago, three-quarters of the wealthiest individuals that they are providing business expertise (1.3 times
in the UK had inherited their wealth, and one-quarter more likely), networking (1.4 times) and fundraising (1.2
were self-made, but the past few decades have seen times) to help the causes they support (see Chart 10).
a complete reversal of this ratio.6
Chart 10: How do you give to charity? Comparing wealth types with wealthy donor average
0.9
Money & Checks 88% 1.0
1.0
1.0
Fundraising 35% 1.2
0.9
Serving on 1.2
24% 1.1
boards of charities 0.9
Providing professional/ 0.8
22% 1.3
business expertise 0.8
Through family or personal 1.2
18% 1.3
trusts/foundations/initiatives 0.7
1.3
Event planning 17% 1.2
0.7
Networking to provide more 1.2
15% 1.4
contacts for a charity 0.8
Other financial assets 1.1
13% 1.2
(e.g. shares and securities) 0.7 Inheritors
Other 8% Entrepreneurs
Earnings/Savings
0 10 20 30 40 50 60 70 80 90 0.5 0.6 0.7 0.8 0.9 1.0 1.1 1.2 1.3 1.4 1.5
Percentage Average for a wealthy donor
As the wealthy become more ambitious with the level This is particularly the case for high-value donors, who
of social change they try to bring about, so they should are especially keen to see their gift have a noticeable
increasingly start to give their money away during impact. Chart 11 shows how the ‘give whilst I live’
their own lifetimes to witness its impact. Commenting sentiment is greatest among these highly committed
on this trend, Doug Balfour said, “The generation of, donors, declining in importance amongst the other
‘I’m going to write my check and I’m going to get it groups in proportion to their donation level. One
named after me,’ is almost dead now.” important result of this trend is that charities will no
longer be able to rely on bequests to the same extent,
and will increasingly have to engage and involve major
“Fundamentally there’s been a shift from donors in order to show them the impact their gift
will have.
giving by wealthy individuals towards
the end of their lives or beyond, to giving
more during their lives, and particularly
in their early years, 40s, 50s and even
30s in some cases.” Russell Prior
Chart 11: By the time I die, I would prefer to have donated my wealth in order to witness its impact on society
20
Collaboration is expected to become more common
As the wealthy have become more active in their Future solutions to many problems that plague society
philanthropy, so they have begun to upgrade their may therefore lie in the hands of these highly
ambitions and goals. One of the ways in which the networked groups of wealthy philanthropists.
wealthy are trying to achieve these ambitious social As Dr. Peter Diamandis, CEO of the X-Prize Foundation
goals is through pooling their considerable resources. maintains, “I think that true breakthroughs and things
The wealthy are becoming what Martin Brookes, CEO that could only be done by large corporations or
of New Philanthropy Capital, terms ‘Change Makers’ governments will be possible in the future by wealthy
by joining forces, as epitomized by the Bill Gates and single individuals.”
Warren Buffett partnership. This example of
collaboration has now been taken one stage further,
with several well-known billionaires recently meeting “With the half a million dollars that we
in New York to decide how to work together to achieve
raised in ten days, we launched a
shared social goals.7
movement that really ended up making a
The Internet may also bring about a new networked big difference in significant areas around
generation of philanthropists, who can pool resources the country that nobody else went to,
from all over the world to achieve their collective social
ambitions. These dynamic networks have another
because they can’t move that fast.”
efficiency gain; one of speed. The collective assets and Donna Hall
talents of their individual members can be mobilized
to address concerns at short notice, and achieve real
social change in record time.
Chart 12: Percentage who agree that online social networks will play an increasingly important role in how
people give to charity
Age
18 - 34 38%
35 - 44 38%
45 - 54 35%
55 - 64 36%
65+ 25%
0 10 20 30 40
7. The Observer, “They’re called the Good Club – and they want to save the world,” 31st May 2009
21
The focus should be on supporting specific aims where there is either a
visible or a measurable impact
Chart 13: Agreement with the statement ‘Charities are efficient in managing the money of donors’
Agree 3% 37%
Disagree 12% 41%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
22
Technology can be the enabler for monitoring and delivering impact
across a wider community
Chart 14: Percentage who frequently use online resources to research charities
60%
Internet Search 50%
66%
55%
Charity website 47%
61%
20%
Online social network 16%
22%
11%
Blogs 9%
12%
23
A third important development of the Internet is how it fundamental way.” This body of donors no longer has
is beginning to alter the relationships between donors to be local or even national in nature; they are
and their beneficiaries. Dominic Vallely explains that becoming truly global, united by their passion in
the Internet “fundamentally changes the relationships supporting a given cause or organization.
that we have over distance. If you assume most
charity work or most philanthropy is about bringing This wider sense of community exhibited by the young
together a kind of body of people who care about is shown by 59 per cent of under 35s stating that
something, because they have a particular view about global causes are important to them, far higher than
what the world can do, I think the Internet starts to the percentages of the other age groups.
completely change that, in a very profound and
Chart 15: Percentage of the wealthy who agree that global charitable causes are important to them
Age
18 - 34 59%
35 - 44 24%
45 - 54 20%
55 - 64 16%
65+ 16%
See the Difference is a good example of the form The creation of the website illustrates that people
this new interaction between individuals, charities are increasingly looking for a social outlet to apply
and businesses is taking. The company was started their skills. As Dominic Vallely explains, “I think I
by Dominic Vallely, formerly a Senior Executive with have in my life, a portfolio career; I have half of my
the BBC, and Joe Steel who helped to set up Virgin week where I cheerfully go to work to try and make
Mobile, as a way to help transform giving by as much money as possible using the skills that I
connecting people directly with the projects they have, and I have a pro bono half of the week where I
support. This direct engagement is made through go for a purely altruistic purpose, and have clarity of
using online video to allow charities to tell donors focus around that.” Businesses have also come
the stories of how they will use their money. The together to help the founders realise their goal of
use of video allows a more emotional, inclusive and raising £500m for charity in the next five years. See
immediate connection to be built between donors the Difference has mobilised a network of 300
and charities, helping to build a community of professionals, each of whom has donated their time
givers; importantly, this tool also allows people to and resources for free in order to help make this
directly see the difference that their money has vision a real possibility.
made, and the impact that it has had.
24
The wealthy increasingly seek professional advice for giving,
as they do in business
As philanthropy becomes more important to wealthy Emma Turner observes that, “Compared to five to ten
individuals, and donors begin to commit more funds years ago, today’s wealthy do have a clearer sense of
to charitable causes, they increasingly seek advice and their own social conscience and, though they don’t
help. As Martin Brookes explains, “It’s very much how necessarily know where they specifically want the
to, rather than where to give, that I think is more in money to go, they do have a clearer idea of what
demand – what are the best ways to do their funding, things are meaningful to them and that is what they
what’s the best type of funds, the best types of grants want to begin to explore.”
that they should be giving.” The choices available to
donors are now wider than before, and many wealthy
individuals are starting to use professional advisors to
help determine how they might achieve the greatest
possible impact with their donations, as they have
always done in their business lives and with regard to
their investments.
3%
Wealth manager
13%
3%
Bank/trust company staff
6%
6%
Lawyer/Attorney
11%
8%
Accountant
12%
5%
Friends/colleagues
12%
1%
Philanthropy advisors
5%
5%
Charities themselves
12%
1%
Other
1%
25
Section 4: Charity and
Commerce Converge
26
Charities should learn from and embrace business practices, or suffer
Chart 17: Percentage who agree that ‘Giving will become more about investing in individual projects than
giving to large charities’
Agree 51%
Disagree 19%
27
Business should collaborate with charity to create a more
sustainable form of capitalism
Chart 18: Percentage who agreed with the statement ‘Capitalism seems to be flawed’
Age
18 - 34 38%
35 - 44 36%
45 - 54 23%
55 - 64 20%
65+ 20%
Chart 19: Percentage who agreed with the statement ‘Climate change seems to be reaching the point of no return’
Age
18 - 34 55%
35 - 44 44%
45 - 54 45%
55 - 64 39%
65+ 30%
28
Dr. Diamandis sees this more ethical form of capitalism A marriage of business and charity will blur the line
spreading to mainstream companies. He describes this between the two sectors, and as part of this cross-
process as “a fundamental differential that companies pollination, charities may become important
are beginning to look at – that they can do well commercial brands in their own right. This may happen
financially in the marketplace by doing good in collaboration with established brands; over a third of
philanthropically.” The future may be one where the next generation of socially aware consumers believe
businesses develop a “triple bottom line,” where that this partnership with charities would make luxury
companies are assessed by their performance against brands more attractive in their own right.
the three Ps: Profit, People and the Planet.
Chart 20: Percentage who agree that associations with charities will start to make luxury
brands look more desirable
Age
18 - 34 38%
35 - 44 17%
45 - 54 11%
55 - 64 11%
65+ 11%
0 10 20 30 40
Cameron Saul, himself a young social entrepreneur commercial values at its heart; Bottletop was born
and founder of the UK charity, Bottletop is an after Saul brought back a handbag he had picked up
example of where this form of more ethical in Uganda that was made from recycled bottletops.
capitalism might lead. Saul set up Bottletop in 2002 He set out to sell as many bags as possible to raise
after teaching in Uganda for Students Partnership funds for small, dynamic education programmes
Worldwide. This first hand experience brought and generated employment for craftsmen in Africa
home the need for philanthropy, and the crucial in the process. The bags were sold for £100 through
work that grass roots education projects were a joint campaign with Mulberry, generating profits
conducting, often with limited financial support. of over £250,000. In the process it helped to
On returning to the UK, Saul set out to help these redefine the Mulberry brand, winning it critical
initiatives by developing and retailing ethical acclaim for its role in staging the campaign. Since
fashion and music products, which were sold to then, Saul has gone on to turn Bottletop into a
raise funds and awareness. As the son of the charity lifestyle brand, using music, fashion and
founder of Mulberry, his experiences in the worlds fundraising events as vehicles to help support grass
of fashion and music lent themselves to creating roots education projects.
a charity brand with high quality products and
29
Conclusion: The Next
Generation of Giving
30
The next generation of giving
The past decade has been an unprecedented era of Evidence of this change will most likely be demanded,
wealth creation, and whilst this may be drawing to a as giving becomes more of a contract between donor
close, a new wave of philanthropy is just beginning. and charity, with the donor expecting to see the
The social contract promoted by prominent impact their gift has made. This will place increased
philanthropists such as Carnegie, is being rediscovered demands on the third sector, which is likely to undergo
by a new generation of wealthy individuals who are a period of disruption as charities learn to adapt to
more socially aware, and feel an increased desire to give the new needs of an engaged and aware generation
back both their time and their money to support causes of givers. The world of business may also experience
that they feel passionate about. The recession has only a corresponding shift, allying more closely with the
increased the role of the wealthy philanthropist, as practices of the third sector, to create a more sustainable
governments around the world become more form of capitalism.
constrained in which causes they can fund, and are
seen as less effective than privately funded projects.
As self-made entrepreneurs, many wealthy individuals The new generation do not give without expecting
have taken measured risks to build their fortunes; they something back. They expect engagement and impact
are as a result more willing to take measured risks from their giving, and charities will have to start to
when giving their fortunes away. This may engender meet these demands.
more innovative forms of giving, where the wealthy
invest “risk capital” into new ventures, which large The wealthy have made their fortunes faster and
charities or governments can then take up and earlier in life than ever before. They are similarly
develop once they prove successful. impatient when setting their charitable goals. The rise
of instant methods of communication have
The new generation of givers may be more ambitious heightened this desire for fast impact, and the wealthy
in the social changes they aim to produce. A culture will pursue their social goals with vigor until they have
of giving to solve rather than giving to support may completed them.
emerge as the wealthy become more involved in the
charitable causes they help fund. The wealthy are also The next generation are growing up more charitably
becoming increasingly aware of their place in society, inclined, and aware of the impact they have on the
and their responsibility to give back. world around them. They are keen to build a more
sustainable future, with a more responsible and
As a result of a greater awareness of their place in the considered consumerism at its heart.
world, the next generation are far more global in their
outlook. Giving is expected to become more
international, as the wealthy realise they can often
achieve a greater impact with their donations in
poorer countries.
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