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It may seem like a business contradiction to say gifting assets can actually be good for profit. But philanthropic efforts can be a way to not only feel good about your enterprise, but help boost employee morale, improve the business's image and ultimately enjoy greater success.

There's an obvious appeal to giving back to society for high and ultra-high net worth individuals, tied to a legacy one can be proud of. Said plainly, it's good for the social growth of our economy. The large charitable gifts of billionaires such as Warren Buffet, and corporate philanthropy of companies such as Apple and Salesforce.com, show giving and supporting communities so they prosper is top of mind for many of the world's top businesses and entrepreneurs.

How a business does things, rather than what they do, as well as thinking about philanthropy, environmental and social governance, must be part of corporate values, says Katherine Waller, director of relationship management at RBC Wealth Management in London.

“It’s important to the growth of businesses, individuals and to also ensure communities thrive. If I think about the individuals and businesses I work with, have their companies done better because they've got stronger values and they live by those values and they give back to their communities? Yes, they have done - and continue to do - incredibly well,” she says.

Commissioned by RBC Wealth Management, The Economist Intelligence Unit (EIU) undertook a study of 1,051 high-net-worth individuals (HNWIs), including 207 respondents in the United Kingdom, from March to May, 2018. The survey explores how the meanings of legacy and wealth are being redefined across regions, genders and generations.

And research suggests there's no shortage of desire to affect positive societal change through giving. According to The new face of wealth and legacy survey, 61 percent of business owners and entrepreneurs in the UK say it's important to them their business makes a positive charitable impact on the communities in which they operate.

Engage employees in core values

While the benefits to the community are the ultimate aim, the benefits to the donor company start with the effect the giving has on staff, says Waller. Giving employees a charitable goal can improve company engagement, and add an emotional connection to their place of work.

“It creates an environment in which people will work harder for you and want to stay there because of the culture. They feel like they're giving back and are part of a community,” she says.

This can help employees to bond and work together better, which can improve productivity, as well as reducing costly employee turnover and general disruption.

Business owners surveyed in the UK say it's also important to them to protect the livelihood of employees and their families (71 percent).

“The more turnover you have in a company, the harder it is to work as a team,” says Waller. “If your staff is working together for a common good and a common goal and without the disruption, your company will thrive,” she continues. “Your values will be felt by employees and clients alike and people will want to join you, ultimately adding to the success of all involved.”

Support others doing good

Many companies are getting into the act of increased charitable giving, combined with an embracing of environmental social and governance (ESG) business practices, which are a set of standards investors increasingly use to choose where to put their money.

“Where you see businesses that incorporate - not necessarily charitable - but fair trade values, or looking after their suppliers and customers with certain values in mind, it often leads to greater long-term success," says Rob Douglas, director at RBC Wealth Management in London.

Having a business that is identifiable with a cause, such as a retailer that sources its products from a hard-hit community - in turn helping to support it - gives customers a brand story that makes them feel good about supporting it.

This notion is supported in The EIU research, with 33 percent of business owners saying they align their spending with causes important to them.

“As a consumer, I want to know my money is going towards something good, and it's the same for the businesses I work with. It’s important to their reputation that they partner with and invest in companies whose values align with their own.” adds Waller.

With the number of charities and social causes growing daily, entrepreneurs need advice to help them determine their philanthropic priorities and set up foundations or other giving vehicles. For family-owned businesses, this can mean making sure stakeholders are on the same page. Investors also benefit from expertise on selecting targets that align with their own values and goals.

“You have to consider what’s important from a family point of view,” says Douglas. “For example, do you want your children involved; do they share the same interests and goals? If a foundation or family charity is being established, then what kind of multigenerational kind of legacy do you envisage? The reality is these things are extremely personal,” adds Douglas.

Stay true to company values

While a steady profit is a goal for any business, Waller says clients she's worked with who are exiting business consider philanthropy to be a core value. They often limit potential buyers to those that share their values, putting the cause before the bottom line.

“If their values are to make sure the company is giving back - and making communities thrive and prosper - they want to make sure the buyer has the same values, not just for the continuity of the staff, but also to the continuity of that business."


The minimum investable wealth of respondents was US$1 million. The margin of error on the UK sample is 6.8 percent with a 95 percent confidence level.

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The information contained in this report has been compiled by Royal Bank of Canada and/or its affiliates from sources believed to be reliable, but no representation or warranty, express or implied is made to its accuracy, completeness or correctness. All opinions and estimates contained in this report are judgements as of the date of this report, are subject to change without notice and are provided in good faith but without legal responsibility. This report is not an offer to sell or a solicitation of an offer to buy any securities. Past performance is not a guide to future performance, future returns are not guaranteed, and a loss of original capital may occur. Every province in Canada, state in the U.S. and most countries throughout the world have their own laws regulating the types of securities and other investment products which may be offered to their residents, as well as the process for doing so. As a result, any securities discussed in this report may not be eligible for sale in some jurisdictions. This report is not, and under no circumstances should be construed as, a solicitation to act as a securities broker or dealer in any jurisdiction by any person or company that is not legally permitted to carry on the business of a securities broker or dealer in that jurisdiction. Nothing in this report constitutes legal, accounting or tax advice or individually tailored investment advice.

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This publication has been issued by Royal Bank of Canada on behalf of certain RBC ® companies that form part of the international network of RBC Wealth Management. You should carefully read any risk warnings or regulatory disclosures in this publication or in any other literature accompanying this publication or transmitted to you by Royal Bank of Canada, its affiliates or subsidiaries.

The information contained in this report has been compiled by Royal Bank of Canada and/or its affiliates from sources believed to be reliable, but no representation or warranty, express or implied is made to its accuracy, completeness or correctness. All opinions and estimates contained in this report are judgments as of the date of this report, are subject to change without notice and are provided in good faith but without legal responsibility. This report is not an offer to sell or a solicitation of an offer to buy any securities. Past performance is not a guide to future performance, future returns are not guaranteed, and a loss of original capital may occur. Every province in Canada, state in the U.S. and most countries throughout the world have their own laws regulating the types of securities and other investment products which may be offered to their residents, as well as the process for doing so. As a result, any securities discussed in this report may not be eligible for sale in some jurisdictions. This report is not, and under no circumstances should be construed as, a solicitation to act as a securities broker or dealer in any jurisdiction by any person or company that is not legally permitted to carry on the business of a securities broker or dealer in that jurisdiction. Nothing in this report constitutes legal, accounting or tax advice or individually tailored investment advice.

This material is prepared for general circulation to clients, including clients who are affiliates of Royal Bank of Canada, and does not have regard to the particular circumstances or needs of any specific person who may read it. The investments or services contained in this report may not be suitable for you and it is recommended that you consult an independent investment advisor if you are in doubt about the suitability of such investments or services. To the full extent permitted by law neither Royal Bank of Canada nor any of its affiliates, nor any other person, accepts any liability whatsoever for any direct or consequential loss arising from any use of this report or the information contained herein. No matter contained in this document may be reproduced or copied by any means without the prior consent of Royal Bank of Canada.

Clients of United Kingdom companies may be entitled to compensation from the UK Financial Services Compensation Scheme if any of these entities cannot meet its obligations. This depends on the type of business and the circumstances of the claim. Most types of investment business are covered for up to a total of £85,000. The Channel Island subsidiaries are not covered by the UK Financial Services Compensation Scheme; the offices of Royal Bank of Canada (Channel Islands) Limited in Guernsey and Jersey are covered by the respective compensation schemes in these jurisdictions for deposit taking business only.


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