Of those surveyed, 82% believed there was ‘too little’ coverage of philanthropy in the media, and that negative stories actually damaged philanthropy. However, 75% said that they had been inspired by media coverage to support a particular cause. Respondents to the survey, most of whom donate over £10,000 a year to various causes, also believed that Britain should emulate the American approach of high profile media coverage for philanthropists.

Carrying on from that idea, the Institute’s deputy director, Beth Breeze, said we needed to move away from the “silent virtue” of giving as it currently exists. “If we told our family, friends and colleagues about the charities we support, and if we saw more coverage of philanthropy in the media, then that might encourage everyone to put their hand in their pocket and to dig a bit deeper to support the many good causes that rely on donated income.”