Many major donors from business backgrounds do not apply the same strategic, rational and focused approach to their charitable giving as they do to their work, the chief executive of New Philanthropy Capital will tell a fundraising conference this week.
In a speech at the Raising Funds from the Rich conference in London on 14 October, Martin Brookes will say that many donors respond to emotive appeals and requests for donations with little understanding of or thought about what their money is achieving, or whether the charity they are supporting is effectively tackling a social issue.
Few philanthropists think about the difference their money could make if they took a more "considered approach" to giving, he will say.
Brookes will add that it is fine for charities to tug at donors' heartstrings, but that they should also "see it as their job to help donors learn how they could create more of an impact with their giving".
At the event, which is run annually by the Charities Aid Foundation and third sector consultancy Action Planning, Sir Richard Branson will also offer advice to fundraisers about how best to work with businesses.