Plymouth University to open centre for philanthropic research
Adrian Sargeant, director of the Centre for Sustainable Philanthropy, says it will focus on growing philanthropy in a sustainable way
A new centre for philanthropic research designed to increase giving by examining its social and psychological drivers will open at Plymouth University next month.
Adrian Sargeant, director of the Centre for Sustainable Philanthropy and professor of fundraising at Plymouth Business School in Devon, said part of the new centre’s remit would be to act as a think tank to develop new ideas in fundraising and giving.
While academic centres around the world study and measure philanthropy, this would be the first with an explicit focus on growing philanthropy in a sustainable way, he said.
Sargeant said this meant growing giving in a way that enhanced the quality of the donor experience and made it more enjoyable and meaningful to them, which in turn increased the amount people were willing to give.
The centre was needed because over the past 40 years charitable giving in the UK and US has stuck at 1 per cent and 2 per cent of GDP respectively, said Sargeant, despite advances in fundraising techniques and digital communications.
The centre will be launched on 3 February with an event at the Royal Society of Medicine in London.