The rich are three times more selfish than the poor when it comes to charitable giving, according to new research published on Wednesday.

The wealthiest fifth give less than one per cent of their household spending to charity, compared with the poorest 10 per cent who give three per cent, the study found.

High-profile campaigns by charities fail to move the hearts of the most wealthy, who ask not "how much?" but "why at all?" when it comes to helping those less fortunate.

A report published by the centre left think tank the Institute for Public Policy Research finds that sophisticated fund raising appeals and tax incentives will not work to loosen the purse strings of those with the most to give.

Research based on interviews with 56 wealthy individuals in the top 10 per cent bracket of wage earners revealed that the selfish rich do not feel it is not their responsibility to give, claim they don't have the money to spare, or do not trust charities.

The IPPR's Laura Edwards believes the key to changing attitudes of stingy high earners is not to ask for cash.

"Tax incentives and high profile giving campaigns may work with a minority of rich individuals already giving large amounts, but do not inspire the majority of wealthy individuals who give little or nothing," she said.

The answer, argues the think tank, is to get high fliers to give their time.

"This presents real challenges to the government and voluntary sector who need to put a lot more effort into engaging people in giving time. This is the best way to get them to give money," said Edwards.

"Giving is good for society. It demonstrates that we are willing to take responsibility for each other."