This article is an extract from Transmission Private’s monthly newsletter, The Lede, which tracks the world of reputation management for private clients. You can sign up for the newsletter on our website via the tab at the bottom of this article or by completing the form here.

Fifty-five percent of people say they’re engaged in philanthropy because they want to inspire others, according to Vistra’s new Future of Philanthropy report. It was the top reason people said they engaged in charitable giving. ✨

Should we be surprised ‘inspiring others’ topped the list? Yes. Given how resolutely quiet many philanthropists are about their charitable work, it is surprising to hear that their top goal is to motivate others. How can you motivate others when they cannot see what you are doing?

Is communication an important part of inspiring others? It is not just important, it is essential. As an ultra-high-net-worth individual, it is impossible to inspire others to action if they do not know anything about the exciting work you are involved in — and the complicated, difficult challenges you are trying to solve.

But, won’t this turn the spotlight on the philanthropist? Not at all. Clever communications can be leveraged to showcase the interesting, engaging, and forward-thinking projects that donors, like yourself, are engaged in — rather than headlining on the philanthropists themselves. The best way to inspire others is to showcase inspiring charities and highlight what they have achieved.

How can you communicate your philanthropic work more effectively to inspire others?

• Launch a foundation website. Create a dedicated website to showcase the causes that you support — and the transformative impact that these organisations have had on the world. It may inspire others to follow.
• Help charities secure PR. When making a gift, work with the charity to secure appropriate coverage for the project you have supported. This will help get the message out about the charity more widely.
• Give visibility in family business and family office collateral. Ensure that your impactful work becomes part of your business narrative; give it visibility in family business brochures, on websites, and even on social media channels.

The takeaway... many philanthropists want to inspire others — and yet, despite that, many donors forget to tell other people about the inspirational causes and charities they are supporting. That needs to change. 🗣️