This book begins with a story about a philanthropist, some prostitutes and a proposition involving massage. It also begins with a warning not to jump to conclusions.

The philanthropist David Gold asked Shelagh O’Connor, director of the New Horizon Youth Centre in the King's Cross area of London, “What's the one thing you most want to do but you think no one will ever be willing to fund?” New Horizon was founded in 1967 to work with young people involved in substance misuse and, like all organizations dealing with social problems, its mission has evolved over time in response to the changing needs of the people it serves: 16– 24 year-olds with no one else to turn to. By the turn of the millennium, when this conversation took place, the centre's staff had noticed a sharp rise in vulnerable young women on their patch being drawn into sex work, many of them fresh off the train at King's Cross station. The centre's daily pro gramme of free meals, bathing facilities and help with education, employment and self-development was freely available to these young women but they did not come through the door. “What I’d like to offer”, said Shelagh, “is something to make them feel good about themselves, to remind them of their self-worth and potential. With more self-esteem they might decide to seek help and choose a different future, but there's to be no strings attached – no pressure to attend our programme in return.” And so David agreed to fund free reflexology, aroma therapy and massage sessions for these young women, many of whom – as wise Shelagh predicted – rediscovered their confidence and desire to move on, with the help of the centre's more traditional youth services.

Another big donor whose giving style challenges common assumptions about philanthropic aims and motivations is Dame Stephanie Shirley, known as “Steve”, a name she started using when her attempts to succeed in the male-dominated world of computer programming were stymied by people refusing to take meetings with a woman. Her company, Xansa, peaked at over £2 billion some time after she retired in 1993. In common with many wealthy people, she has amassed a large private art collection.