The Philanthropy Advantage Report 2025
Explore high-net-worth individuals’ views on the importance of philanthropy, and the role advisers can play leading more charitable giving conversations with their clients.
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Lacie Riseborough
Senior Business Development Manager
If you work with high and ultra-high-net-worth individuals, are you confident you are meeting their philanthropy needs? Charitable giving is a topic high-net-worth (HNW) individuals look to their financial advisers for guidance on. Yet our research finds that there is a clear gap between client expectations and the advice they are getting from their advisers.
To help you address this with your clients, here are some actions you can take to bring philanthropy into your wealth planning.
Of those surveyed, 86% of HNW individuals give to charity. So, the vast majority of your clients will be donors. With HNW individuals giving £8 billion in total to charity every year, it is a topic that cannot be ignored when thinking about wealth planning.
In my experience, it is difficult to predict who does and does not give, and how much they are donating. So it would be remiss to make assumptions about who may or may not want to discuss charitable giving. The most hard-nosed business owners are sometimes the most generous donors.
What you can do: Ask the question. Asking someone if they give to charity can open up a whole new conversation and help you build a connection.
You might not consider charitable giving part of your remit, but clients often consider it part of managing their wealth. 60% of surveyed HNW individuals thought it was important for their advisers to understand philanthropy. Only 36% of advisers thought the same.
HNW individuals are looking to their advisers to be familiar with the topic of philanthropy. But you do not need to be concerned that your clients understand more about it than you do. Only 7% of HNW individuals say they ‘know a lot’ about charitable giving, and around half (48%) say they know only a little, or nothing at all.
Clients are unlikely to be asking you to review impact reports. But they may want help considering where philanthropy sits in the broader picture of their financial management. They may also enjoy talking about the issues they are passionate about, which leads to deeper client relationships and the potential to unlock new family dynamics.
What you can do: make philanthropy part of your planning conversations. You do not need to be an expert to broach the subject but being up to date on available options and knowing where to signpost clients can help meet wider client needs and develop deeper engagement. Younger clients are more likely to want to talk about philanthropy, so this can be particularly helpful when discussing intergenerational wealth and succession planning.
Gift Aid and tax relief is well understood with regards to cash donations to UK charities, but it is not the only tax relief available. Donations of assets such as land, property, art or shares can qualify for Income Tax, Capital Gains Tax, or Inheritance Tax Relief, depending on the type of gift and the donor’s eligibility. In 2023, CAF handled £45 million worth of donated shares from our clients and accepted a range of other assets, from famous artworks to commercial and residential property.
Only about a third of HNW donors (36%) have talked about the tax efficiency of their giving with their adviser in the last two years. This means that potentially two-thirds of HNW donations may be taking place without professional financial advice.
What you can do: make sure your clients are getting the right advice on maximising the tax efficiency of their donations. Selecting the right assets to donate, and timing donations around wealth events are just two ways you can make sure donations are as valuable as possible.
Our research reveals a clear gap between what HNW clients want and the advice they receive on philanthropy. It is not just about money — it is about meaning. Giving can be deeply personal, and in wanting to create impact, HNW clients often look for guidance to do it well.
This is a valuable opportunity to build stronger relationships and offer support that goes beyond traditional financial advice. By asking thoughtful questions, bringing philanthropy into planning conversations, and being aware of tax-efficient options, you can help clients achieve their goals and make a real difference. Starting the conversation could be the first step towards turning wealth into purpose.
By collaborating with us, you can empower your clients with access to our global network of charitable organisations, flexible insight-led approach, and governance expertise. Your clients can be reassured that they’re getting the best-possible service and making a measurable difference to the causes they care about.
Our report shares insights to start meaningful conversations, navigate tax‑efficient giving options, and align philanthropy with personal values and financial goals — helping make every donation impactful.
Read the full report: The Philanthropy Advantage: How Advisers Can Empower Client Giving.
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