1. | 1
For the love of humanity: an explorative study
of what drives Dutch millionaires to give
away wealth
ECCE Webinar series
24 September 2014
M. Alexander Röntgen
m.rontgen@maastrichtuniversity.nl

2. |
Today’s agenda:
 Introduction
 Literature review: defining millionaire-philanthropy
 Methods: exploratory research
 Findings: building a theoretical model
 Conclusions
Introduction Theoretical framework Methodology Findings Conclusions

3. |
Brief history:
“A state of “well-educated habits” [eùágôgos êthous] stemming from
“love of humans” [ànthrô’pon philían]. A state of being “productive of benefit” [eùergetikê]
to humans. A state of “grace” [cháritos]. Mindfulness [mnê’mê] together with
“good works” [eùergesías]."
- Definition attributed to Plato (approx. 2450 years ago)
Introduction Theoretical framework Methodology Findings Conclusions
“Private giving for public causes”
- F. Ostrower (1997)
“The practice of giving money and time to help make life better for other people”
- Online dictionary
Philo = love for, friend of Anthropos = humanity, mankind“Philanthrôpía”

4. |
Defining philanthropy (extending Bekkers, 2013):
4
Prosocial
behavior
FormalInformal
Antisocial
behavior
Philanthropy
Elite
philanthropy
Volunteering
Charity
Lending a
helping
hand
Support to
a family
member
Open-ended
software
development
Introduction Theoretical framework Methodology Findings Conclusions

5. |
Drivers of pro-social behavior:
5
“The other”
Pure altruism
- Public outcomes (Vesterlund, 2006)
“The self”
Impure altruism
“The context”
Situationality
- What others do (Meier, 2006)
- Social norms, “noblesse oblige”
- Tax regulations
- Warm glow (Andreoni, 1990)
Introduction Theoretical framework Methodology Findings Conclusions
- Prestige (Harbaugh, 1998)
- Self-image (Clary et al, 1998)
Andreoni (1990) extends the altruism model
with a warm glow motive for giving. Not only
do people care about the utility of the recipient,
they also receive benefit from their pro-social
behavior per se.

6. |
6
Prosocial
behavior
FormalInformal
Philanthropy
Volunteering
Charity
Lending a
helping
hand
Support to
a family
member
Open-ended software
development
Introduction Theoretical framework Methodology Findings Conclusions
Dutch elite
philanthropy
95% of wealthy individuals donate to charity
Most potent givers: males who started own
business
1. Healthcare
2. International aid
3. The environment

7. |
Theoretical conclusions:
 Substantial research on the topic of prosocial behavior in general
 Attention to prosocial behavior of ultra-philanthropists mainly from the US
 Studies with Dutch millionaires as the unit of analysis scant
 Philanthropy in the Netherlands mainly explained in terms of
demographics
 Extant research overlooks qualitative research designs
Introduction Theoretical framework Methodology Findings Conclusions
“When little is known about a phenomenon, qualitative methods
are advocated for their ability discover the underlying nature of
the phenomenon in question” (Strauss and Corbin, 1990).

8. |
Research questions:
Introduction Theoretical framework Methodology Findings Conclusions
This discussion leads us to the following research questions:
 Research question 1: What are the benefits – both personally and
publicly – as perceived by wealthy individuals in the Netherlands to
give away private wealth for the public good?
 Research question 2: How do wealthy individuals in the Netherlands
shape their philanthropic agendas and what – if any – criteria do they
place on those at the receiving end?

9. |
 Private banking clients banking with ABN Amro MeesPierson
 Purposive sampling (convenience sampling)
 Fourteen wealthy individuals agreed, in thirteen interviews (one as a couple)
Introduction Theoretical framework Methodology Findings Conclusions
N=13
Gender Male (10)
Female (4)
Avg. age 54.9 (ranging between 30 and 72)
Investing vehicle Direct gifts, charity foundations, crowdfunding
Origin of wealth Inherited (6)
Own enterprise (7)
Sample

10. | 10
 In-depth interviewing, semi-structured
format, S1-2014, two researchers
 Enter the interviewee’s world and
understand the philanthropist behind
his or her philanthropy
 Recorder, with consent and further
analysis in full confidentiality
Data collection: from respondent to informant (Yin, 2009)
Introduction Theoretical framework Methodology Findings Conclusions 10
Median: 01:19:52
Min: 00:40:27
Max: 01:42:23
Length of interviews:
Average:
01:16:44

11. | 11
 Interviews transcribed verbatim and imported to NVivo 10 Software for qualitative
analysis.
 Coding is the proven method of “meaning condensation” (Lee, 1999) and refers to the
process in which researchers extract the most relevant themes from the data, and
arrange them hierarchically to form relationships.
 Grounded theory (Glaser and Strauss) in which codes are derived inductively and
ultimately selected by the researchers.
Data analysis
Introduction Theoretical framework Methodology Findings Conclusions

12. | 1212
Philosophy
Act of
philanthropy
(selection criteria)
Impact
Findings (1): conceptual model
Introduction Theoretical framework Methodology Findings Conclusions
Intrinsic motivations Extrinsic motivations
Combination intrinsic
and extrinsic
Ex ante In medias res Ex post
Philanthropicagenda

13. |
Findings continued (2a): Intrinsic motivations
13
Sub-themes Unique
frq*
(%)**
Exemplary quotes
Positive
psychological
effects (joy,
happiness,
gratitude)
12 (92) "Investing brings this great sensation, I can help humans and society, and
this equals value. That value means good feeling [...] And sure, it's a drop
in the ocean, but what a delight to be able to do it."
"I've given those people the possibility to start a new life. What that means
cannot be expressed in terms of money. It gave me more satisfaction
than setting up a 80 million euro company.“
"When I'm asked 'Do you have a budget?', I reply, 'Yes, you'll get the same
as I get: a lot of applause.' And people will help you, everyone is prepared
to help."
Altruism 5 (38) "I was able to truly give meaning to someone else's life. I intended to
rebuild four houses for the community, but ended up building sixty; a small
village."
Natural drive 1 (8) "So we felt this natural drive - the best drive one can have - to make
things happen, in very innovative ways."
Spiritual sense-
giving
1 (8) "What I now do for others may free up karma. I'm here for a reason, life
is a journey not a destination, we must keep learning and accomplish many
things. I kind of try to build up a reserve, since there will also come a time
when I'll be making up the balance."
(n=13) * Unique frequencies represent number of interviewees that indicated the mentioned theme
** Percentage represents the percentage of the sample that indicated the mentioned theme
"I've given those people the possibility to start a new
life. What that means cannot be expressed in terms of
money. It gave me more satisfaction than setting up
a 80 million euro company.“
"When I'm asked 'Do you have a budget?', I reply,
'Yes, you'll get the same as I get: a lot of applause.'
And people will help you; everyone is prepared to
help."
Introduction Theoretical framework Methodology Findings Conclusions

14. |
Findings continued (2b): Extrinsic motivations
14
Sub-themes Unique
frq*
(%)**
Exemplary quotes
Social norms
(family
tradition, "het
hoort zo")
3 (23) "Partly it's the upbringing, certain norms and values. I intend to keep
doing what I do because we are so privileged here in the Netherlands. I
believe that we should respond to this crisis by sharing our knowledge,
time and money, rather than containing it.”
"It doesn't give me a clear sensation. It's more that I think: you ought
not to keep everything for yourself, you should also give to others."
Identifying a
need
3 (23) "At the time of the tsunami, I witnessed the despair. I got this
epiphany: Go and fix this. Because I like challenges. As if I was pushed
forth. Then after I started, I simply didn't stop."
"Partly it's the upbringing, certain norms and
values. I intend to keep doing what I do because
we are so privileged here in the Netherlands. I
believe that we should respond to this crisis by
sharing our knowledge, time and money, rather
than containing it.”
Introduction Theoretical framework Methodology Findings Conclusions
"At the time of the tsunami, I witnessed the despair. I
got this epiphany: Go and fix this. Because I like
challenges. As if I was pushed forth. Then after I
started, I simply didn't stop."

15. | 1515
Philosophy
Act of
philanthropy
(selection criteria)
Impact
Introduction Theoretical framework Methodology Findings Conclusions
Intrinsic motivations Extrinsic motivations
Combination intrinsic
and extrinsic
Ex ante In medias res Ex post
Philanthropicagenda

16. |
Findings continued (2c): Combination intrinsic and extrinsic motivations
16
Sub-themes Unique
frq*
(%)**
Exemplary quotes
Contributing to
a better world
3 (23) "Yes, we are fortunate enough with our lives to be able to contribute
to filling the gaps in society. The idea is most likely the surplus of
energy, of resources, which I intend to allocate more accurately than
by mere taxation."
Giving back to
society
3 (23) "I wanted to give back to the countries and communities that have
enabled me to grow my business. Sure, we provided labour to the
communities, but mind you: not everyone shared in that success. Many
are overlooked. I wanted to give back to particularly those people, the
poorest who usually get to be neglected."
Introduction Theoretical framework Methodology Findings Conclusions
"I wanted to give back to the countries and
communities that have enabled me to grow my
business. Sure, we provided labour to the
communities, but mind you: not everyone shared in
that success. Many are overlooked. I wanted to give
back to particularly those people, the poorest who
usually get to be neglected."

17. | 1717
Intrinsic motivations:
- Positive psychological
effects
- Altruism
- Spiritual sense-giving
Engaging in
philanthropy
Extrinsic motivations:
- Social norms, noblesse oblige
- Identifying a need
Findings continued (2d): Overview motivations
Combination intrinsic and
extrinsic:
- Contributing to a better world
- Giving back to society
Can be a precursor to
Introduction Theoretical framework Methodology Findings Conclusions

18. | 1818Introduction Theoretical framework Methodology Findings Conclusions
1.
Philosophy
2.
Selection criteria
3.
Impact
Ex ante In medias res Ex post
Philanthropicagenda
Intrinsic motivations Extrinsic motivations
Combination intrinsic
and extrinsic

19. |
Findings continued (3): Philosophy
19
Main theme Unique
frq*
(%)**
Exemplary quotes
Entrepreneurialism 10 (77) “Completely the wrong mentality. It’s always one-way traffic,
nothing ever comes back. At a certain point I was completely done
with that. ‘What did I learn?’ I asked myself - because living is
learning – well, that one cannot just set up something from the
Netherlands and instil Western norms and values. You have to place
the responsibility with the people themselves.”
Personal
engagement
5 (38) “I want to see it myself. At least twice a year I pay them a visit.
Here in the Netherlands I reflect, but it must be done over there.
This exact personal engagement gives me the determination to
continue. Transferring money is way to easy, and next to that, not
fun at all.”
Indifference 1 (8) “Look, what I do at the moment is a hundred euro’s here, a
hundred there. I don’t even know all the things I precisely do and
what I support.”
Introduction Theoretical framework Methodology Findings Conclusions
“Completely the wrong mentality. It’s always one-way traffic,
nothing ever comes back. At a certain point I was completely done
with that. ‘What did I learn?’ I asked myself - because living is
learning – well, that one cannot just set up something from the
Netherlands and instil Western norms and values. You have to place
the responsibility with the people themselves.”
“Look, what I do at the moment is a hundred euro’s here, a
hundred there. I don’t even know all the things I precisely do and
what I support.”

20. | 2020Introduction Theoretical framework Methodology Findings Conclusions
1.
Philosophy
2.
Selection criteria
3.
Impact
Ex ante In medias res Ex post
Philanthropicagenda
Intrinsic motivations Extrinsic motivations
Combination intrinsic
and extrinsic

21. |
Findings continued (4): Criteria
21
Main theme Unique
frq. *
(%)**
Exemplary quotes
Scale 7 (54) “I too supported all the large charity institutions, you name them.
Throughout the years however, I dropped them one by one.
Regrettably, indeed. But you know the stories: executive perks,
staggering remuneration... People are more aware nowadays, at least I
am. As to substantial donations, I get more critical by the day.”
Tangibility 7 (54) “At that point I realized, international aid programs are not efficient
enough. I witnessed that the closer you’d bring donor and recipient
together, the larger the impact. So I started to approach international
aid completely different.
Trust 3 (23) “Why do I finally choose for these particular projects? Because I know
about them, I can tell about them, I can also take responsibility for
them. And that is without a doubt the most important factor.”
Transparency 5 (38) “I look for projects that are run responsibly, in which I can be leading.
Any project in which I am subordinate and where I cannot oversee the
cash flows, that itches… […] Because it must add up!”
Legitimacy 4 (31) “Therefore, my main criterion is, first to consult the website, or contact
them... Because of the many charity foundations out there, only a few
really are onto it. And let me tell you this, you must really do
something before you win my support!”
Introduction Theoretical framework Methodology Findings Conclusions
“I too supported all the large charity institutions, you name them.
Throughout the years however, I dropped them one by one. Regrettably,
indeed. But you know the stories: executive perks, staggering
remuneration... People are more aware nowadays, at least I am. As to
substantial donations, I get more critical by the day.”
“At that point I realized, international aid programs are not efficient
enough. I witnessed that the closer you’d bring donor and recipient
together, the larger the impact. So I started to approach international aid
completely different.
“I look for projects that are run responsibly, in which I can be leading.
Any project in which I am subordinate and where I cannot oversee the
cash flows, that itches… […] Because it must add up!”

22. |
Findings continued (5): Thematics
22
Theme Sub-theme Unique
frq*
(%) **
Exemplary quote
Education Elementary education
/ children (East
Africa), higher
education (Africa),
education in Africa
5 (38) "...Kind of like learning companies in post-conflict Uganda,
where the youth either lacks altogether or parts of an
elementary education. They might have had some
education, but there is no work, with youth unemployment
rates of 82%."
Health care Care for disabled
children, healthy
ageing, research (NL)
4 (31) "I find it hard to chew on that some people do not have
access to all what is essentially already there".
Poverty
alleviation
Children ((South East)
Asia, NL)
3 (23) "Children are the future, that's how I see it."
Culture and the
arts
Classical music,
museums
3 (23) "If you build a track record with certain museums and work
together for some time, you are able to organize
increasingly exciting activities - than would ever have been
possible when working with a private individual."
Position of
women
Women (South East
Asia)
1 (8) "Well, Yunus did it differently, he focused on groups of
women. And although Yunus has been a role model for me,
I see it somewhat differently. I also focus on individual
women."
Other The environment,
sustainable food
supplies, renewable
energy.
4 (31) "We take an organic approach: if the context does (not)
allow for it, it will (not) happen. We all but expect to shake
up entire industries with our small scale initiatives."
Introduction Theoretical framework Methodology Findings Conclusions
"Children are the future, that's how I see it."

23. | 2323Introduction Theoretical framework Methodology Findings Conclusions
1.
Philosophy
2.
Selection criteria
3.
Impact
Ex ante In medias res Ex post
Philanthropicagenda
Intrinsic motivations Extrinsic motivations
Combination intrinsic
and extrinsic

24. |
Findings continued (6): Impact
24
Main theme Unique
frq*
(%)**
Exemplary quotes
Generate
impact
7 (54) “Well, it’s because you want to achieve certain things. Therefore, you
exactly define to what you want to donate. This has allowed us to select
the best of our funding applications. This approach results in two things: 1)
you support the projects you sympathize with, and 2) it signals to others
that these type of projects are doable and if necessary replicable.”
Foster self-
reliance
6 (46) “The goal is to make it mature and professional such that it becomes self-
sufficient, that they can provide in their own funding. Such that the
gains…. Such that an exploitation model emerges for us to let go.”
Introduction Theoretical framework Methodology Findings Conclusions
“The goal is to make it mature and professional such that it
becomes self-sufficient, that they can provide in their own
funding. Such that the gains…. Such that an exploitation
model emerges for us to let go.”

25. |Introduction Theoretical framework Methodology Findings Conclusions 2525
Findings (7): conceptual model
Philosophy Selection criteria Impact
Ex ante In medias res Ex post
 Laissez-faire
(indifference, one-way
contract, trust)
 Idealism
(entrepreneurial,
personal involvement,
two-way contract)
 Realism (context)
 Scale (direct contact)
 Legitimacy (due-
diligence, track record)
 Trust
 Transparency
 Tangibility
 Public
(obsolescence, self –
reliance)
 Private (having an
impact, positive
psychological effects)
Personal quest
- Contributing to a better world
- Giving back to society
Intrinsic motivations
Extrinsic motivations
Combination
intrinsic
and extrinsic
- Positive psychological
effects
- Altruism
- Spiritual sense-giving
- Social norms, noblesse
oblige
- Identifying a need
NB – Absence of prestige

26. |
Conclusions and discussion
- Personal development as a long-term byproduct of more temporary feelings of
‘warm glow’. What started as investing in the development of others, slowly
becomes an investment in oneself: developing yourself through developing
others.
- Symbolic immortality:
- Prestige absent as motivator: Johanna Elisabeth Blesen, a regent (charity
administrator) in the Dutch golden age, made a gift of 15,000 guilders on the
condition that it should remain a secret until her death (Van Leeuwen, 2012).
- Investing in the future: be it by alleviating (children’s ) poverty, investing in
healthcare or education, or by fostering self-reliance.
Introduction Theoretical framework Methodology Findings Conclusions
"What I now do for others may free up karma. I'm here for a
reason, life is a journey not a destination, we must keep learning
and accomplish many things. I kind of try to build up a reserve,
since there will also come a time when I'll be making up the
balance."
- Informant #12
“Let those who experience abundance be reminded that they
are surrounded by thorns, and let them take precaution as to
not being wounded by them.”
- John Calvin
“The practice of giving money and time to help make life better for other people –
and oneself”
- Online dictionary (suggested definition)
“Embarrassment of the riches”
- British historian Simon Schama

27. |
Thankful to contributions from and cooperation by: Dr. Karlijn Massar*, Dr. Paul Smeets, Dr.
Fraukje Mevissen, Nora Smeets PhD candidate, Prof. Dr. Harry Hummels*, Prof. Dr. Rob
Bauer, and finally the Philanthropy Desk at ABN AMRO MeesPieson.
Acknowledgements
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477.
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 Plato, Definitions, 412a; translated by author based on Liddell et al. 1961
 Schama, S. (1988). The embarrassment of riches: An interpretation of Dutch culture in the Golden Age. Univ of California Press.
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 Ostrower, F. (1997). Why the wealthy give: The culture of elite philanthropy. Princeton University Press.
 Van Leeuwen, M. H. (2012). Giving in early modern history: philanthropy in Amsterdam in the Golden Age. Continuity and
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 Vesterlund, L. (2006). Why do people give. The nonprofit sector: A research handbook, 2, 168-190.
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Work cited
*co-authors manuscript (in progress)