Wealth among High Net Worth Individuals (HNWIs) and Ultra High Net Worth Individuals (UHNWIs) in Southeast Asia is rapidly increasing. At the same time, these wealthy individuals are altering their charitable giving practices. The global pandemic and an emphasis on social issues are major drivers of this shift. Instead of typical donating, they choose to make deliberate, impactful donations. In today's society, social problems and investment opportunities frequently coexist. Understanding new ways of giving is therefore critical, not only for society but also for sound financial planning.