Feb 28 2025 28 mins 7
Lucinda Rouse and Emily Harle are joined by Mark Greer, managing director at the Charities Aid Foundation, and Charlotte Prothero, external affairs manager at Pro Bono Economics.
Mark outlines the growing importance of major donor revenue to the voluntary sector and sets out the cause areas favoured by high-net-worth individuals.
He stresses the need for charities to develop long-term relationships with major donors and to treat them as individuals, rather than a homogenous income subset.
Charlotte describes the gap between the low tendency of wealth advisers to raise the possibility of philanthropic giving with their clients and the demand, particularly among younger philanthropists, to receive advice about making charitable gifts.
Read CAF’s recent High Value Giving report here.
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