Citywealth Forum 2026 Speaker spotlight: Anna Josse, CEO and Co-founder of Prism the Gift Fund
Anna Josse focused on how philanthropy needs to evolve, with charities improving their ability to engage major donors and navigate tax structures. She highlighted the importance of unrestricted funding, long-term donor relationships, and the growing need for cross-border giving solutions as clients become more international.
Anna Josse framed philanthropy as something that is shifting rapidly.
Traditional sources of funding, such as government grants, have reduced, leaving charities increasingly reliant on major donors.
This shift requires a more structured approach: one that is deliberate, long-term and built around relationships rather than one-off transactions.
Understanding donors and building relationships
A central theme in her contribution was the importance of understanding donors properly.
Her message was simple: people give to people.
Charities need to invest time in developing relationships so that donors have confidence in how their money will be used.
Only when that trust exists are donors willing to move beyond tightly controlled giving and allow charities more flexibility.
The role of unrestricted funding
Josse was particularly clear on the value of unrestricted funding.
Rather than tying donations to specific projects, she argued that allowing charities greater freedom leads to better outcomes.
This kind of funding depends on trust but enables organisations to allocate resources where they are most needed and respond more effectively to changing demands.
Improving capability across the sector
She also pointed to gaps in capability within the charity sector.
There is a need for stronger understanding of tax, donor behaviour and how to engage with high-net-worth individuals.
Building those relationships takes time, often several years, and requires consistency and insight rather than quick wins.
Learning from the US model
Josse highlighted the contrast with the US approach, where philanthropy is more embedded within wealth planning and supported by clearer structures.
In the UK, the system can feel more fragmented and harder to navigate, particularly when it comes to tax and donor structures.
The challenge of tax complexity
Tax and regulatory demands across borders remain key barriers.
While incentives such as Gift Aid exist, they are often underused due to complexity and lack of understanding.
Significant amounts go unclaimed each year, not because the incentives are ineffective, but because donors and charities do not fully engage with how the system works.
Cross-border giving and international donors
Josse also addressed the increasing complexity of international giving.
As clients and families become more global, philanthropy needs to adapt to different jurisdictions, regulatory requirements and tax positions.
Through Prism the Gift Fund, she has developed structures that allow donors to give internationally without needing to establish their own foundations or navigate complex compliance processes themselves.
The model works by providing a central platform that manages due diligence, governance and distribution, enabling donors to support causes across borders with greater simplicity and confidence.
This has expanded to include services designed for clients with tax exposure in more than one country, as well as connections to global networks that facilitate giving around the world.
The result is a more flexible approach to philanthropy that reflects how wealth is now structured and managed globally.
Embedding philanthropy in financial advice
Josse argued that philanthropy should be part of mainstream advisory conversations.
Wealth managers and advisers have a role in helping clients think about giving in a structured way, linking it to broader planning around wealth, legacy and purpose.
Done properly, this improves outcomes for both clients and the organisations they support.
Philanthropy as part of life
She also made a broader point about the role of giving in people’s lives.
Philanthropy should not be limited to legacy planning. Giving during one’s lifetime allows donors to engage directly and see the impact of what they are doing.
That experience often changes how people think about their wealth and its purpose.
Key Quotes
“People give to people.”
“Charities need to navigate deeper relationships with their donors in order to create that trust.”
“The donor gets to the point where they really understand that the charity knows best how to utilise their money.”
“The last people standing are major donors.”
“There is a huge amount of unclaimed Gift Aid every year.”
“The complexity of tax is another challenge in this country.”
“Charities need to develop the skills to navigate major donors and build those relationships.”
“It takes three to five years to build those relationships.”
“You will always gain more than you give as a donor.”
Key Takeaways
- Anna Josse emphasized the need for philanthropy to evolve by enhancing donor engagement and understanding tax complexities.
- She advocated for unrestricted funding, stating it allows charities to respond flexibly to needs and builds donor trust.
- Josse highlighted gaps in the charity sector’s capabilities, particularly in understanding donor behaviour and engaging high-net-worth individuals.
- She discussed the challenges of international philanthropy and proposed structures to simplify cross-border giving without requiring donors to navigate it alone.
- Finally, Josse believes philanthropy should be integrated into financial planning, linking giving to broader life purposes and legacies.
- The panel included the following speakers:
- 16:00 – 16:45 | Panel 7: The business of philanthropy
- Impact-driven, data-backed giving. The United States alone accounts for about 40-50% of global philanthropic giving, with around $450 billion+ annually. Total global philanthropic giving is roughly $700 billion to $1 trillion. We investigate the latest gold standard practices in the business of giving.
- Moderator:
- Matthew Briggs, Partner at Boyes Turner
- Speakers:
- Anna Josse, CEO and Co-Founder at Prism the Gift Fund
- Anna Tylor, Chairwoman of the RNIB
- Rennie Hoare, Head of Philanthropy at C. Hoare & Co.
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