High net worth individuals are willing to invest in organisations’ income generation schemes, even if that means losing their own tax benefit, according to new research.

A survey of high net worth individuals found that 80 per cent would be more or equally inclined to invest in an organisation that was earning its own money as one surviving on voluntary income or contracts.

Fewer than 5 per cent would resist making a donation to help finance a charity’s income generation scheme, while 40 per cent said that the existence of such a scheme would make them more likely to donate to a particular charity.

Jake Hayman, chief executive of The Social Investment Consultancy (TSIC) said that the results indicated a shift in the philanthropic environment. “The balance of philanthropy in the UK has moved from traditional inherited philanthropists to self-made donors. Our experience in consulting in this field, supported by these results, is that potential donors want to see charities be more business-like and are prepared to fund that process,” he said.

The survey was conducted by YouGov and TSIC and involved a poll of 476 high net worth individuals.