Based on a survey of 4,000 affluent US investors, the Money for Good initiative found that individual investors in the US are willing to make an additional $120 billion in impact investments. It also found that there are concrete steps that financial services companies can take to get those dollars off the sidelines and into the market.

The Money for Good initiative is a research and strategy project that has aimed to understand the US market opportunity for retail impact investment products, and what for- and non-profit organizations can do to 'unlock' that market opportunity. This research was supported by the Rockefeller Foundation, the Hewlett Foundation, the Metanoia Fund, and the Aspen Network of Development Entrepreneurs (ANDE).

Link to impact investing section of the Money for Good report.