Fundraising from the wealthy is not just about asking for money, it is about developing long-term relationships, according to Dame Stephanie Shirley of the Shirley Foundation.

Dame Shirley made the comments at Action Planning’s recent conference, Raising Funds from the Rich where she was speaking about her experiences as both a donor and as a fundraiser. She said: “I never just write a cheque: it demeans the money I’ve worked so hard for and it demeans the person I give it to. I like to offer my skills and I like to see what impact it will have on the beneficiaries – recognition keeps me going.”

She recommended that to be successful, fundraisers seeking high value donations should use “high volume, long-term persistence”.

Also speaking at the conference was Dr Phillip Beresford, author of the Sunday Times Rich List. He spoke about his work developing the list over the past 18 years and passed on tips for researching the wealthy.

He said: "There are valuable software programmes available that help me hunt out entrepreneurs and businesses but I also use magazines and newspapers, all of which are easily accessible by fundraisers. Look out for older entrepreneurs who have pulled themselves up from a disadvantaged background as they tend to be more likely to give to charity.”