Charities and the accountancy industry need to do a lot more to persuade the UK's wealthy of the tax advantages and personal benefits of charitable giving, according to a wealthy donor and speaker on fundraising.
Davina Hodson, chair of the charity Counsel and Care, which works with older people, echoed the comments made by the Giving Campaign's chairman, Lord Joffe, last month, who said that there is not a culture of giving among Britain's rich, despite the unprecedented levels of personal wealth.
Hodson told Third Sector: "The accountancy industry could do a lot more to explain to people that if they released the equity of their home, they could give a lot of money to the poor instead of the taxman and get the pleasure of giving during their lifetime. People aren't aware of this."
She added that while the Giving Campaign had encouraged charities to take up Gift Aid, very few people were using payroll giving.
Speaking at a recent Midas Charity Appeals event, Hodson said: "One of the problems is that it's not the done thing to talk about money in the way that it is in the US. We tend to be really shy about giving anything. We have the idea that we should hide our light under a bushel."
Hodson also advised charities to take their donors out to see how their money is being used.