Rich Expectations – Why rich people give (2025)

A deep-dive into who gives, why they give and how expectations shape UK philanthropy, based on 20 years of research with rich donors.

Rich Expectations charts two decades of change in UK philanthropy. Drawing on surveys and in-depth interviews with longstanding and newer UK rich donors, as well as fresh analysis of global trends, this new research explores how donors, charities and society interact in today’s philanthropic landscape and what it reveals about the expectations that shape giving.

Aimed at donors, grant-makers, philanthropy advisers, fundraisers, chief executives and trustees, this book is for anyone responsible for developing philanthropic giving strategies as well as those actually doing the asking and the giving. It will also be of interest to policy-makers, researchers and journalists with an interest in philanthropy in contemporary society.

‘It’s a fascinating read for anyone, not least because it draws on the experiences of 88 people who should be central to any discussion of philanthropy yet who are usually wary about making their views public: the wealthy donors themselves.’
Richard Morrison, Chief Culture Writer, The Times

‘The Why Rich People Give series has helped inform my fundraising practice and career for the last 20 years. As the third book in the series, Rich Expectations builds on its predecessors to provide an essential read for anyone seeking to understand the motivations of major donors in the UK today.
Clare Titley, Director of Business Innovation and Philanthropy, Arts Council England

‘This is an essential guide to understanding the motivations of philanthropists and the expectations they have. Philanthropist are often subject to scrutiny and criticism, and rarely do we hear the justifications and voices of the wealthy who give. This book provides an insightful and comprehensive mix of data and personal stories, to bring the subject to life in an easily accessible way. Indispensable reading for the charity sector!’
Fozia Irfan OBE, Director of Impact and Influence, BBC Children in Need

Buy the book from the Directory of Social Change website.