Why Major Donor Fundraisers Should Love the Sunday Times Rich List
Each year, The Sunday Times Rich List lands with a splash — its pages filled with the names of the UK’s wealthiest individuals and families. And while it might seem like glossy weekend reading, as a major donor fundraiser, I find it’s a surprisingly useful tool — not because it tells me who to approach, but because it helps shape how I think about where wealth sits in the UK today.
For those of us working with organisations that aren’t household names or backed by extensive London-based networks, the individuals listed in the STRL may feel out of reach. And that’s okay — because this list was never meant to be a ready-made prospect list. Instead, it’s a lens through which we can learn, get curious, and begin to expand our understanding of potential donors and sectors we might not yet have considered.
Use it to sharpen your curiosity
Great fundraising starts with curiosity. Not just about people, but about sectors, stories, and patterns of wealth. The Rich List is packed with clues: short summaries of how fortunes were made — "fintech," "property," "retail," "healthcare," "private equity."
You might not be writing to these individuals, but the sectors they represent? They could be a rich vein to explore.
When you read the list, ask yourself:
Do we have any supporters connected to these sectors?
Are there local or regional business leaders in similar industries we could be building relationships with?
Are we missing opportunities in certain sectors because they’re simply not on our radar?
Start where you are — not where the Rich List ends
Let’s be honest: most of the individuals in the Rich List are giving at levels and to organisations that reflect their networks, experiences, and visibility. For many charities, particularly regionally rooted or niche organisations, your warmest and most likely prospects may never appear in the pages of The Times.
That’s why we recommend using the Rich List not as a target list, but as a thinking tool.
Try this:
Map sectors: Group Rich List entries by how their wealth was made. This can help you identify patterns and prompt sector-based prospecting in your own local or national networks.
Make connections: Think laterally. If someone made their fortune in food distribution, are there similar (but smaller) businesses in your region that might share values or interests with your cause?
Stay grounded: Use the list to spark ideas, not to judge your current prospects. A donor who’s worth £10 million and has a record of philanthropic giving is still a strong major donor prospect — regardless of whether their name is in the press.
From “Out of Reach” to “On the Radar”
Some of the people featured may genuinely feel out of reach — and that’s understandable. But cultivating major donors is a long game. What feels out of reach today may not tomorrow.
There are gentle, strategic steps you can take:
Follow individuals or companies on LinkedIn.
Stay curious about the sectors they operate in.
Attend sector events or look for thought leadership and trends you can engage with.
Share relevant impact stories from your organisation in ways that align with their interests — even if they’re not yet in your network.
And don’t forget the power of the “nearby” prospect — someone who doesn’t feature in the STRL, but who shares characteristics or values with those who do. These might be business owners, investors, or professionals already known to your organisation.
Tip: It’s often better to focus your time and energy on people with capacity and some connection — rather than chasing individuals with stratospheric wealth but no alignment with your cause.
Bringing it all together
The Sunday Times Rich List offers a glimpse into wealth in the UK — how it’s made, where it’s concentrated, and what sectors are booming. For major donor fundraisers, it’s not a shortcut to new supporters, but a spark: a place to begin thinking more broadly and strategically about where to look next.
So, if you're sitting down with the latest STRL in hand, don’t think of it as your prospect list. Think of it as your brainstorming tool — helping you to craft a prospect list that’s reflective of your organisation, your community, and your opportunities.
Money Tree Fundraising work with UK-based charities to grow their high-value giving. That means working with trusts, major donor and capital appeal fundraising departments. Our work spans consultancy, training and interim services. We are on a mission to embed sustainable high value fundraising within charities of all size because We believe that every organisation has the potential to take advantage of high value fundraising.