Rich Expectations - why rich people give

This title is published in September 2025 but is available to pre-order now. Go to the bottom of this web page to order.

In association with Pears Foundation and University of Kent

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.

Who is this book for?

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.

‘The better that philanthropy and philanthropists are understood, the more philanthropy there will be and the better it will be done. This book makes a rigorous and strong contribution to the important goal of furthering both.’ [from the foreword]

Rory Brooks CBE, Philanthropist and Board Member of the Charity Commission for England and Wales

 

‘In his 1889 essay The Gospel of Wealth, Andrew Carnegie warned, “The man who dies thus rich dies disgraced.” In this book, Breeze, Davies and Lloyd cut through assumptions about wealthy donors to reveal the real motivations behind their giving. The book is a gem, offering essential insights for anyone seeking to understand and encourage strategic philanthropy.’

Zaki Cooper, Co-Founder, Integra and Co-Chair, Giving and Impact Summit

 

‘As society becomes ever more ready to disparage wealth holders, this book is a vital resource for anyone who wants to understand how wealthy donors are trying to respond to an increasingly complex world. It reminds us of the empathy and vulnerability which lies at the core of ordinary people who make the extraordinary choice to use their privilege in service of others.’

Cath Dovey, Co-Founder, Beacon Collaborative

 

‘The previous editions of this book have become essential reading for anyone with an interest in philanthropy and fundraising. The current edition is, perhaps, the most illuminating of the series, with the research shedding light on where and how rich donors are giving in a world that’s changing (socially, politically, economically and technologically – all areas considered in the book) – as well as on the people behind the media coverage. Overall, Rich Expectations provides another valuable resource for funders, researchers, philanthropists and their advisors, and even the general public, who, as one respondent observed, ‘‘don’t remotely understand whatphilanthropy is about’’.’
Dr Peter Grant, Senior Lecturer in Management, Bayes Business School

 

‘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

 

‘Rich Expectations is essential reading for anyone involved with philanthropy. It is especially relevant in these challenging times as voluntary income from high-net-worth individuals becomes even more crucial for the continuation and success of a healthy voluntary sector. Hearing from rich donors about their expectations and motivations is crucial to building solid relationships and partnerships; this book provides so many wise insights to help you do that.’

Jeff Shear, CEO, Solid Management

 

‘The authors of this work have been fundamental in shaping my family’s foundation and, with Rich Expectations, they deliver the antidote to tired monolithic ideas of what and who a philanthropist is – ideas that have never chimed with my family nor myself. By framing philanthropists as an ecosystem and a diverse collective, they demonstrate that embracing the multitude of drivers that motivate rich people to give is key for getting more money into the sector. In this critical moment of exponentially rising need and ever-diminishing sources of funding, the timing and findings of this book are vital. Rich Expectations will, I believe, be catalytic for encouraging all to embrace the potential of philanthropy for good.’

Kate Symondson, Philanthropist and Head of Philanthropy at the Symondson Foundation

 

‘A thoughtful collection of stories that nudge us to reconsider what we mean by success, and how we live with the privileges we carry. It offers gentle provocations to shift how you think about purpose, identity and what really matters.’

Sonal Sachdev Patel, CEO, GMSP Foundation

 

‘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. A valuable source for charity leaders and fundraisers, the book goes beyond just presenting survey findings – it offers a concise yet illuminating exploration of the evolution of philanthropy over the past decade. Crucially, it helps charities to position themselves for the future, and, with arts and culture identified as the third most popular cause among rich donors, it is of particular interest to the arts and cultural sector. From exploring the motivations for and primary drivers of giving by rich people to identifying what truly appeals to them, this book provides the tools to frame compelling cases for support in a changing philanthropic landscape.’

Clare Titley, Director of Business Innovation and Philanthropy, Arts Council England

 

About the authors

Professor Beth Breeze worked as a fundraiser and charity manager for a decade before completing a doctoral thesis on contemporary UK philanthropy. She co-founded and was Director of the Centre for Philanthropy at the University of Kent from 2012 to 2025, and is now Principal of Harris Manchester College, Oxford. Her publications include Advising Philanthropists: Principles and practice (2023), with Emma Beeston; In Defence of Philanthropy (2021); The New Fundraisers: Who organises charitable                                                                giving in contemporary society? (2017) and The                                                                Philanthropy Reader (2016).

Rhodri Davies is the founding Director of the think tank Why Philanthropy Matters, a Research Fellow in the Centre for Philanthropy at the University of Kent, and Philanthropy Expert in Residence at the Pears Foundation. He is the author of What Is Philanthropy For? (2023) and Public Good by Private Means: How Philanthropy Shapes Britain (2016), and is the host of the Philanthropisms podcast.

Theresa Lloyd is a well-regarded philanthropy expert and has undertaken pioneering research into the motivations and philanthropic practices of the wealthy. She is a leading advisor to non-profit organisations on strategic planning and philanthropy, and has counselled families on the development of philanthropy strategies. She was the Founder Director of Philanthropy UK, now Philanthropy Impact, of which she was previously a Trustee. She is the author of Richer Lives (2013), with Beth Breeze; Cultural Giving (2006); Why Rich People Give (2004); and  A Guide to Giving (2003).

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