What do wealthy donors most prize when they weigh up whether to make a major investment in a charity? In 10 years as a philanthropy advisor at UBS bank, Tom Hall has had conversations about philanthropy with more than 4000 wealthy people, and he has witnessed a vast number of major gifts. This opportunity has given him precious insight into their psychology and the factors that have the biggest impact on their decisions. In this conversation Tom and Rob share which one element of your charities’ proposition is more important than all the rest, if you want to attract major donations at a transformational level. And Tom shares his tips for how charities can make use of this insight to increase income. We’d love to know what you think! And thank you for supporting our show, for example, by sharing it with colleagues or on social media. We are both on LinkedIn and on X / twitter Rob is @woods_rob.