CAF’s Giving Report highlights the significant impact of professional advisers initiating conversations about charitable giving. The findings are compelling. If the same structured approach that successfully doubled the number of people leaving a gift in their will were extended across all forms of charitable giving, it could unlock £820 million of additional donations every year equating to more than £8 billion over the next decade for charities nationwide.

A significant opportunity for local impact
Despite this potential, only one in three high-net-worth individuals in the UK say their financial adviser has ever discussed philanthropy with them. This represents a major missed opportunity not only for charities, but for those who wish to create a meaningful and lasting impact in the places that matter most to them.

In Northamptonshire, we know first-hand how powerful local giving can be. Each year, philanthropic investment through the Foundation supports initiatives tackling challenges including rural deprivation, youth opportunities, homelessness prevention, mental health and wellbeing, and community resilience. Yet many residents who care deeply about their county have not been invited to explore how they could channel their generosity most effectively.

Philanthropy strengthens relationships
CAF’s research also directly challenges a long-held industry assumption: that discussing charitable giving could diminish a client’s invested wealth. Firms that integrate philanthropy into their advisory services enjoy over 15% growth in assets under management and a 25% increase in client lifetime value over ten years. The reason is clear. Conversations about giving deepen relationships. They align financial advice with client values, helping advisers build trust across generations.

The importance of asking the question
A simple act can make a remarkable difference. When solicitors routinely began asking clients whether they wished to include a charitable gift in their will, legacy giving in the UK almost doubled, increasing by 96% in value between 2012 and 2024. This shows that many people want to do good they simply need the prompt, reassurance, and framework to act. At Northamptonshire Community Foundation, we provide that trusted framework, offering advice, insight, and structures that help donors give strategically and with confidence. We can also provide a bolt on philanthropy service to local professional advisers.

A county defined by generosity
Northamptonshire is a county defined by enterprise, generosity, and community spirit. As it grows, it faces both new opportunities and enduring challenges from cost-of-living pressures and food insecurity to gaps in youth provision and rural isolation. Even a modest local share of the UK’s potential £820 million annual philanthropic uplift would transform what our local voluntary sector can achieve. It represents an extraordinary opportunity to strengthen the county’s social fabric for generations to come.

Towards a culture of giving conversations
In its report CAF recommends that the Financial Conduct Authority (FCA) integrate philanthropic training into professional standards for advisers, so talking about giving becomes as standard as discussing pensions or estate planning. This cultural shift normalising philanthropy as a routine element of wealth management could ensure charitable giving is thoughtful, sustained, and locally relevant.

Supporting informed, effective giving
Northamptonshire Community Foundation exists to connect people who care with causes that matter. We work alongside individuals, families, and businesses to design charitable funds and legacies that reflect personal values while delivering measurable impact across Northamptonshire’s communities. We also collaborate with professional advisers equipping them with local insight and tools to guide their clients in making strategic philanthropic decisions that create real change.

The evidence is clear: when the conversation happens, giving follows. For Northamptonshire, that is both an invitation and an opportunity to harness the power of generosity, strengthen our communities, and build a legacy of shared prosperity. If you would like to explore setting up a charitable fund, discuss your giving strategy, or better support your clients’ philanthropic ambitions, please get in touch with our team today. Together, we can turn good intentions into lasting local impact.

- Rachel McGrath
CEO, Northamptonshire Community Foundation