# Most people support philanthropy but fewer feel positive towards philanthropists, research finds

- Link: https://fundraising.co.uk/2020/11/18/most-people-support-philanthropy-but-fewer-feel-positive-towards-philanthropists-research-finds/
- Published: 2020-11-18T09:11:19+00:00
- Author: Melanie May

**A research report written by Dr Beth Breeze of Kent’s Centre for Philanthropy 
and launched by Prism the Gift Fund has highlighted a paradox in regard to public
attitudes and future prospects for planned giving in the UK.**

 

[Prism](https://prismthegiftfund.co.uk/) commissioned a survey by NatCen of 1,215
interviews with a random sample of the population across the UK to investigate attitudes
to philanthropic giving. The findings reveal that while most people believe philanthropic
donations positively impact society, support for philanthropists is less widespread.

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While 69% overall feel that philanthropists are good for society, this view is held
more strongly by those who are older and with a higher income, and only 53% of the
lower income group surveyed agreed with this view. Overall, the report found over
half of people do not trust donors to do what is right with their donations with
women significantly more trusting than men, and those age 70+ the only age group
where a majority express trust of donors.

 

When asked to define ‘philanthropist’, most suggestions were positive but a tenth
associated the concept primarily with financial connotations, choosing definitions
such as ‘Wealthy’, ‘Rich’, ‘Money, and ‘Affluent’. Notable minorities were either
unable to answer the question, or offered negative definitions. Almost a fifth (
18.2%) agreed that negative perceptions of philanthropists might deter people from
giving more to charity.

 

The report, [_The Philanthropy Paradox: Public attitudes and future prospects for planned giving_](https://prismthegiftfund.co.uk/the-prism-thought-paper/),
also found that charitable giving is a very common but largely private matter in
the UK.

 

Other findings include that awareness, and support for tax incentives to encourage
charitable giving are highest amongst older and higher income people, while awareness
of Donor Advised Funds is very low, but these funds appeal to many different types
of donor.

 

With charities facing a £10bn funding shortfall as a result of Covid-19, the report
argues that philanthropists can help to bridge the gap, because they can take more
risks than large organisations, make decisions faster and deploy funds more flexibly.
Public opinion and media coverage are vital to promoting a positive narrative around
philanthropy to encourage those who have to give, and those who give to give more.

 

[Centre for Philanthropy](https://research.kent.ac.uk/philanthropy/)‘s Dr Breeze
said:

 

> ‘This think piece concludes that we need to better understand and address the 
> slippage between the widespread appreciation for what donations achieve and the
> more critical attitude towards those who make the donations. We also need to increase
> efforts to educate the public on the opportunities and benefits of giving, supported
> by the range of available tax reliefs and appropriate vehicles for making charitable
> donations, in order to continue building a stronger culture of giving in the UK.”

 

Managing Partner and Chair of Prism James Libson commented:

 

>  “Covid-19 has magnified divisions and thrown a legitimate spotlight on the response
> and responsibilities of those able to give. Suspicion about philanthropists and
> their motivation undermines the broad acceptance of the benefit of philanthropy.
> It is a matter for the philanthropy sector to address and we at Prism are committed
> to doing so.”

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