Modern Philanthropy: New Ways for Organizations to Target HNWIs

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With the global HNWI population rising, the philanthropic sector is poised for long-term growth. This offers significant opportunities for advisors to target HNWIs.

HNWIs do not simply want to grow wealth; they are also looking to safeguard fortunes and fulfill personal interests.

There are numerous ways in which HNWIs can create a legacy through philanthropic activities, foundation work and passing on values to their children.

Younger HNWIs are increasingly donating wealth in different ways. Impact investments, micro-financing and giving pledges are all changing the way charities, non-profits and other organizations target HNWIs.

WealthInsight’s research finds that HNWIs’ giving patterns differ significantly according to their age group, gender, location, wealth band and motivation.


The report is divided into four chapters, which cover the following areas:

• Understanding HNWI Giving Attitude

• Current Giving Patterns

• New Trends in Philanthropic Giving

• New Ways to Target HNW Philanthropists

Key Highlights

• The number of HNWIs is projected to grow at a forecast-period compound annual growth rate of 3.03%, to reach over 20 million individuals in 2020.

• The global HNWI population prefers to engage in health-related causes, followed by academic causes and culture.

• Although health was the most popular cause for both males and females, 29% of female HNWIs are more inclined to contribute to this cause, compared to 23.7% of men.

• Financial returns and long-term social change drive investors towards impact investments.

Reasons to Buy

• Understand the attitudes of HNW philanthropists and their preferred philanthropic causes, and identify key differences in giving.

• Gain insight into key giving patterns of HNW philanthropists based on a unique analysis of WealthInsight’s proprietary HNWI database, comprising 140,000 dossiers.

• Be informed about HNWIs’ preferred philanthropic causes according to HNWIs' age, gender, wealth band and region.

• Analyze current trends in philanthropy, including foundation work, social entrepreneurship and collaborative philanthropy.

• Identify approaches to targeting HNWI philanthropists.

The Charities Aids Foundation
JP Morgan Chase
Family Bhive
Bill and Melinda Gates Foundation
the Ford Foundation
Azim Premji Foundation
BNP Paribas
Foundation Source
Neo Philanthropy
the Rockefeller Philanthropy advisors
St James’s Place Wealth Management
Citi Group
Goldman Sachs
Acumen Partners
Yes Bank
Liter of Light
Digital Green
Capricorn Investment Group
Khosla Impact Fund
US Trust
Water Street Family Offices
US National Advisory Board
International Development and Commonwealth Developments Corporation

Table of Contents

Executive Summary

Table of Contents

List of Tables

List of Figures

1 Introduction

1.1 What is this Report About?

1.2 Definitions and Scope

2 Understanding HNWI Giving Attitudes

2.1 Current Giving Attitudes of HNWIs

3 Current Giving Patterns

3.1 Key findings

3.2 Current Giving Patterns

4 New Trends in Philanthropic Giving

4.1 Key Findings

4.2 Philanthropic Giving Trends

5 New Ways to Target HNW Philanthropists

5.1 New ways to target HNW philanthropists

6 Appendix

7 About WealthInsight


Table 1: HNWI Wealth Band and Group Definitions

Table 2: Global HNWI Populations, 2011–2020

Table 2: HNWIs’ Primary and Secondary Needs

Table 3: Philanthropic Giving Defined

Table 4: Emerging Trends in Philanthropy

Table 5: Global HNWIs – Philanthropy by Region and Cause (%), 2016

Table 6: Global HNWIs – Philanthropy by Gender and Cause (%), 2016

Table 7: Female HNWIs – Philanthropy by Region and Cause (%), 2016

Table 8: Male HNWIs – Philanthropy by Region and Cause (%), 2016

Table 9: Global HNWIs – Philanthropy by Age Group and Cause (%), 2016

Table 10: The Americas HNWIs – Philanthropy by Age Group and Cause (%), 2016

Table 11: Europe HNWIs – Philanthropy by Age Group and Cause (%), 2016

Table 12: Asia-Pacific HNWIs – Philanthropy by Age Group and Cause (%), 2016

Table 13: Middle East and Africa HNWIs – Philanthropy by Age Group and Cause (%), 2016

Table 14: Global HNWIs – Philanthropy by Wealth Band and Cause (%), 2016

Table 15: Billionaires – Philanthropy by Region and Cause (%), 2016

Table 16: Centimillionaires – Philanthropy by Region and Cause (%), 2016

Table 17: Affluent Millionaires – Philanthropy by Region and Cause (%), 2016

Table 18: Mid-Tier Millionaires – Philanthropy by Region and Cause (%), 2016

Table 19: Lower-Tier Millionaires – Philanthropy by Region and Cause (%), 2016

Table 20: Affluent Millionaires – Philanthropy by Region and Cause (%), 2016

Table 21: Mid-Tier Millionaires – Philanthropy by Region and Cause (%), 2016

Table 22: Lower-Tier Millionaires – Philanthropy by Region and Cause (%), 2016

Table 23: HNWI Preference in Types of Charitable Organization (%), 2016


Figure 1: Global HNWIs – Philanthropy by Cause (%), 2016

Figure 2: Regional HNWIs – Philanthropy by Cause (%), 2016

Figure 3: Global HNWIs – Philanthropy by Gender and Cause (%), 2016

Figure 4: Female HNWIs– Philanthropy by Cause (%), 2016

Figure 5: Male HNWIs – Philanthropy by Cause (%), 2016

Figure 6: Global HNWIs – Philanthropy by Age and Cause (%), 2016

Figure 7: Global HNWIs – Philanthropy by Wealth Band and Cause (%), 2016

Figure 8: HNWI Preferences for Types of Charitable Organization

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