# Project to map how many UK millionaires give to charity

- Link: https://fundraising.co.uk/2010/03/25/project-map-how-many-uk-millionaires-give-charity/
- Published: 2010-03-25T13:02:57+00:00
- Author: Howard Lake

**Fundraising consultancy Action Planning and prospect research specialists Prospecting
for Gold are undertaking a survey to find out how many of the UK’s 450,000 millionaires
give to charity.**

The companies are contacting the top 500 fundraising charities in the UK with a 
view to finding out the number of millionaires that donate to their cause. Prospecting
for Gold’s database of wealthy people will be used to screen the supporter databases
of participating charities to identify their “[hidden millionaires](https://www.hiddenmillionaires.co.uk)“.

Action Planning and Prospecting for Gold say that this is the first survey of its
kind. It is designed to uncover information on the habits and preferences of the
UK’s wealthiest people, such as which causes are the most popular and whether the
wealthy support more than one charity.

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Prospecting for Gold’s databases, Wealth and Legacy Intelligence, hold data on over
600,000 of the wealthiest individuals and households in the UK and will be used 
to identify millionaires currently supporting the selected charities.

The survey will be conducted over the next six to twelve months with the final Hidden
Donors Report due to be published by early 2011.

Participating charities will receive a free, two-page summary of how many millionaire
donors and legators they have, broken down by age, wealth band, company directors,
house value and other variables. The companies will not, however, be identifying
individual charities in the public report. They say: “it will be completely anonymous
and there is no fear of getting into a ranking competition”.

Andrew Thomas, Director of Prospecting for Gold, is heading the survey and believes
that “this presents a real opportunity for the charity sector to understand major
donors in greater detail and refine their ability to fundraise from an important
section of supporters”.

_Photo: Millionaires shortbread by [Artwork rebel on Flickr.com](http://www.flickr.com/photos/artwork_rebel/3532359472)_

 * **[2010 Sunday Times Rich](https://fundraising.co.uk/2010/05/14/2010-sunday-times-rich/)**(
   14 May 2010)
 * **[Prospect Researchers need to get out and about more](https://fundraising.co.uk/2010/09/28/prospect-researchers-need-get-out-and-about-more/)**(
   28 September 2010)
 * **[video presentations](https://fundraising.co.uk/2010/11/17/video-presentations/)**(
   17 November 2010)