Seven Faces of Philanthropy – Who, what and why? 

19 May 2025

Going after a big fundraising target, especially one that involves high-net-worth individuals (HNWIs), can feel pretty overwhelming at first. Where do you even begin? How do you find the right people to approach?

A good first step is creating a shortlist of potential donors, starting with those who already have some kind of connection to your organisation. That might include people linked to your Board, longtime volunteers, or long-standing loyal donors. Of course, building the list is only part of the challenge!

Once you’ve dug into every possible contact and lead, the next step is getting to know the people behind the names. What motivates them? What makes them give?

Fortunately, there’s a great tool to help with that: The Seven Faces of Philanthropy by Karen Maru File and Russ Alan Prince. Their research breaks down major donors into seven types, each driven by different values and reasons for giving:

  • The Communitarian: Doing Good Makes Sense.
  • The Devout: Doing Good is God’s Will.
  • The Investor: Doing Good is Good for Business.
  • The Socialite: Doing Good is Fun.
  • The Altruist: Doing Good Feels Right.
  • The Repayer: Doing Good in Return.
  • The Dynast: Doing Good is a Family Tradition.

These profiles don’t just explain why people give, they also offer clues on how to approach them, what messages will resonate, and how to build lasting relationships.

When you truly understand what drives someone to donate, you can shape your conversations and your asks in ways that really connect. That’s what makes The Seven Faces of Philanthropy such a valuable resource, it’s rooted in real donor psychology and can seriously boost your chances of success.

If you’re looking to take your major donor programme to the next level, reach out to us at TFA. We’d love to help. 

7 Faces Of Giving

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