How Do Family Offices and High-Net-Worth Individuals Give?

Q&A with Equitable Philanthropy

How do family offices and HNWs typically give?

Family offices and high-net-worth individuals (HNWIs) approach philanthropy in a variety of ways, depending on their values, level of engagement, and financial structuring. Broadly, their giving falls into these categories:

1. Grants (Tied Funding): Many family offices operate structured grant programs, similar to foundations, where funding is allocated to specific projects or initiatives with defined outcomes. Grants often require applications, reporting, and measurable impact assessments.

2. Untied Donations: Some HNWIs prefer to provide unrestricted funding, allowing nonprofits to allocate resources as needed. This can come in the form of direct donations, annual giving, or major gifts.

3. Bequests & Legacy Giving: Many high-net-worth individuals structure their philanthropy through bequests, leaving a portion of their estate to causes they care about.

4. Impact Investments: Some family offices are moving toward mission-aligned investing, where they seek both financial returns and social impact (e.g., supporting social enterprises or ethical investment funds).

5. Strategic Partnerships & Advisory Roles: Many family offices prefer hands-on involvement and seek long-term engagement, such as sitting on advisory boards, mentoring nonprofit leaders, or co-designing programs.

What do family offices and HNWs want to see from the organisations they give to?

While preferences vary, there are common themes in what HNW donors expect:

• Impact & Outcomes: They want clear, evidence-based outcomes that demonstrate how their funding creates change.

• Evaluation & Transparency: Regular reporting and measurable data on the effectiveness of funded programs.

• Strong Leadership & Governance: Confidence in the board, executive team, and overall organisational structure.

• Strategic Involvement Opportunities: Many prefer engaged philanthropy, such as co-designing initiatives, networking with other donors, or contributing expertise.

• Donor Stewardship: High-net-worth donors expect regular, meaningful updates rather than generic mass communications.

• Scalability & Sustainability: A pathway for long-term impact beyond a single donation or project cycle.

The Role of Advisors in HNW and Family Office Giving

One of the most effective ways for nonprofits to engage with family offices and HNW donors is through their advisors. Many high-net-worth individuals rely on financial advisors, philanthropy consultants, wealth managers, and legal experts to guide their giving decisions. These advisors act as gatekeepers and can play a crucial role in recommending charities for funding consideration.

Key ways nonprofits can engage with advisors include:

• Building relationships with wealth advisors and philanthropy consultants who curate giving strategies for their clients.

• Presenting vetted opportunities through structured events, such as philanthropy roundtables and funder briefings.

• Providing clear and compelling materials that advisors can easily present to their clients.

• Demonstrating strong due diligence so advisors feel confident recommending the nonprofit to their clients.

This is why the Funder Roadshow approach is effective—rather than trying to directly engage HNWIs, nonprofits can present their work to trusted advisors who then advocate for them. By curating a group of vetted nonprofits and showcasing them to leading advisors in the philanthropy sector, charities have a greater chance of being considered by family offices and individual philanthropists who may otherwise be difficult to access.

Breaking Into the Family Office and HNW Giving Market: Key Success Factors

For nonprofits looking to secure long-term support from family offices and HNWIs, the following strategies have proven effective:

1. Personal Relationships Matter: HNW philanthropy is often built on trust and connections. Warm introductions, donor networking events, and shared social circles can be critical.

2. Tailor the Ask: Unlike institutional funders, family offices often have highly specific interests. Understanding a donor’s personal story and motivations can make all the difference.

3. Offer Engagement Beyond Money: High-net-worth donors may want to contribute expertise, network connections, or even impact investment beyond pure philanthropy.

4. Demonstrate a Long-Term Vision: HNWs prefer to see how their giving aligns with sustained impact rather than one-off funding needs.

5. Prioritise Transparency & Communication: Regular, tailored updates and honest conversations about challenges build long-term trust.

6. Co-Create Opportunities: Where possible, involve donors in designing programs or initiatives to deepen their investment in the mission.

By understanding how family offices and high-net-worth individuals approach philanthropy and working strategically with their advisors, nonprofits can build meaningful, long-term funding partnerships that drive real impact.

Reach out if you’d like to be part of the upcoming Equitable Philanthropy Funder Roadshow(s) happening in March, April and then again in October: Catherine@epadvisory.co