A resolution for giving

Holiday cheer, goats and reindeer – ‘tis the season of the charity gift appeal. 

Charities of all types and sizes target donors through Christmas-themed campaigns, whilst the lucky few are supported by extensive coverage in the various newspaper appeals.  Their messages are inspiring – but which to choose, and how can you be sure your contribution will make a difference? 

Getting started in philanthropy can be daunting.  As Andrew Carnegie said, "It is more difficult to give money away intelligently than it is to earn it in the first place."  Yet it also is a richly rewarding journey. 

Philanthropy UK urges our budding philanthropist readers to use one of your New Year’s Resolutions to make a step change in your giving in 2008, to begin to think more strategically for longer-term impact. 

First steps

The first step to effective giving is to ask yourself why you want to give.  Your philanthropy will be most effective – and most rewarding – when you match your interests with the need.  What are your motivations?  What causes do you care about? What needs are most pressing?  How can you have an impact?

Next, consider setting up a charitable trust, which is a good mechanism for ‘programmatic’ giving, as it allows for a strategic and sustained approach to supporting charities, whilst also institutionalising learning.  It also is a positive and fun way to involve family members.  Says philanthropist Michael Oglesby: “Philanthropy helps cement the family, bringing the younger generation closer to… the family legacy." 

You might also consider setting up a charity gift account, which is like a bank account for charitable giving.  There are several providers, such as Charities Aid Foundation and Charities Trust.  Closer to home, you may wish to set up a fund at your local community foundation.

Finding charitable organisations

With so many charities and good causes to choose from, inertia can quickly set in.  Fortunately there are a number of trusted intermediaries who can help.  For example, members of the Association of Charitable Foundations can access its issue-based networks and learn from other grant-makers.  Meanwhile, New Philanthropy Capital recommends UK charities working in community, education and health; community foundations can put you in touch with local projects; and Geneva Global recommends projects internationally.  And new website The Big Give lists hundreds of major gift projects for wealthy donors.   If you are interested in supporting a social entrepreneur, contact Ashoka, UnLtd, Community Action Network or the School for Social Entrepreneurs. 

There also are specialist philanthropy consultants, as well as your professional advisors who can connect you to other philanthropists.  And you can search for all UK registered charities on the websites of Guidestar UK, the Charity Commission and the Office of the Scottish Charity Regulator. 

Successful philanthropy

Good giving blends objectivity with compassion; it does not need to be scientific to be done well.  Rather, successful philanthropy is having the impact that you seek:

“Impact is the social return on your investment in a disadvantaged community; it is the standing ovation at the performance of a musician you have supported; it is inspiring others to give. Impact is a park preserved; a patient cured; a diploma earned; a mouth fed. Impact is helping a woman gain the self confidence she needs to start her own enterprise; it is the smile on the face of a young cancer patient, simply because you showed up; it is your own satisfaction in knowing you have made a difference.”
--A Guide to Giving, 2nd ed.

Philanthropy UK believes that this is one New Year’s Resolution worth keeping – and we wish you an extraordinary journey!  

Philanthropy UK website resources

• Your Giving Journey: where to start
• A Guide to Giving: the essential handbook for philanthropists, with a framework for effective giving
• The Philanthropy Directory*: the comprehensive guide to the wide range of charitable services and products for UK givers

* All organisations mentioned in this article are listed in The Philanthropy Directory on our website.