In Asia, philanthropy is often used to engage the younger generation and introduce members to the family foundation. The younger generation, in turn, brings a more strategic, innovative and effective approach to the work
Hong Kong family charities and foundations have long been generous givers. The city ranked 18th for charitable donations out of the 146 countries and territories studied for the Charities Aid Foundation’s World Giving Index 2018.
The latest edition of the Million Dollar Donor Report, a Coutts and Chinese University of Hong Kong analysis of charitable gifts of more than HK$1 million, shows that of the HK$877 million given by 47 donors in 104 gifts in 2017, 45 per cent by volume and 40 per cent by value came from foundations. These days, though, writing a cheque isn’t enough. Foundations are becoming more purposeful in their giving, identifying priorities and investing strategically rather than just doing so ad hoc.
A new era in philanthropy
“From a lot of our conversations with families in Asia, and Hong Kong in particular, they want to be more strategic, and they want to see the outcome and the impact,” says Susan Sy, head of Asia-Pacific philanthropy advisory services for UBS. “It’s not just about giving and not knowing where it’s going.”
In Hong Kong, much of this is happening as a result of wealth being passed to the second and third generations of families, with millennials taking over the reins. Bernard Fung, head of wealth planning services for Credit Suisse Private Banking Asia-Pacific, says that over the past 10 years older generations have become increasingly concerned not just about giving but also about engaging their heirs in projects they care about.
“Firstly, donors are becoming more strategic in their giving and looking for ways to evaluate the impact of their philanthropy,” he says. “Secondly, they are using philanthropy as a way to engage their next generation, build family and generational cohesion, and ensure the family legacy. Some of these millennials then move on to drive the work of their family foundations.”
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Adds Felicia Law, head of wealth advisory in North Asia for JP Morgan Private Bank, “Millennials are playing an important role in this. They are more willing to devote time, attention and money to philanthropic initiatives they support. Some families involve their younger generations in philanthropic initiatives, creating opportunities for the younger generations to develop project management skills, investment knowledge and leadership skills. It also helps the younger generations to understand the family’s core values.”