JUMP TO: Key Takeaways
Tax strategy is often one of the first planning opportunities that comes to mind when charitable giving enters the conversation. Yet recent research suggests clients may be approaching their giving from a very different perspective. Understanding what matters most to them can open the door to a broader financial planning discussion.
For financial professionals, helping clients with charitable giving starts with understanding why they want to give in the first place.
The Philanthropic Initiative’s 2026 study found a notable gap between what professional advisors thought motivated high-net-worth clients and what clients themselves reported. While 40% of advisors identified tax benefits as a motivation for giving, only 21% of clients did.1 Clients were more likely to cite making an impact, the satisfaction they receive from giving, and a desire to give back as their motivation.
That suggests a different starting point: Understand what clients want to accomplish through their donations before determining which financial strategies may help them get there.
Charitable giving a growing part of financial planning
Charitable conversations are already becoming more common. Ninety percent of professional advisors surveyed by TPI said they make it a practice to discuss philanthropy with high-net-worth clients, compared with 80% in 2018. And 75% of clients said they would be more likely to choose an advisor who is knowledgeable about philanthropy.
There are also opportunities for financial professionals who want to develop deeper expertise. The American College of Financial Services offers the Chartered Advisor in Philanthropy® (CAP®)² designation, with education covering charitable giving strategies, family wealth, and gift planning.
Professional advisors who say philanthropic conversations… | 2018 | 2025 |
|---|---|---|
| Are good for their business | 78% | 90% |
| Deepen existing client relationships | 74% | 88% |
| Help establish new relationships | 60% | 92% |
| Are important in building relationships with clients’ families | 71% | 95% |
Source: The 2026 TPI Study of the Philanthropic Conversation |
||
Five ways to bring charitable goals into the planning process
-
Ask.Learn which organizations or causes clients care about and what they hope their giving will accomplish. Do they want to make an impact today, leave a charitable legacy, or both? Do they want children or grandchildren to participate?
-
Identify.
Pay attention to financial events that could affect how clients give, such as retirement, required minimum distributions (RMDs), highly appreciated assets, an inheritance, or the sale of a business.
A qualified charitable distribution (QCD) is one example. Clients can begin making QCDs from eligible IRAs at age 70½. Once RMDs begin—generally at age 73 under current rules—a qualifying QCD can satisfy some or all of the annual RMD while generally being excluded from taxable income.³
-
Connect.Look at charitable giving in the context of the client’s broader tax, retirement, estate, and legacy plans. Depending on their circumstances, discussions could include appreciated assets, donor-advised funds, grouping several years of planned gifts into one tax year, or charitable beneficiary designations.
-
Involve.Consider whether giving could provide an opportunity to include children or grandchildren. Discussing why particular causes matter can help families share priorities and values while creating a natural opening for multigenerational financial conversations.
-
Coordinate.Recognize when a CPA, estate-planning attorney, community foundation, charitable-planning specialist, or other professional should be brought into the discussion.
Why these conversations may matter even more going forward
Women continue to play an important role in philanthropy. Research from the Women’s Philanthropy Institute describes women’s philanthropy as increasingly visible and values-driven, with women serving as donors, volunteers, and leaders.⁴ In 2024, 46% of affluent married or partnered households reported making all charitable decisions jointly, while another 11% made at least some giving decisions together.⁵
There may also be an opportunity to connect with younger clients. Research has found that young investors who were not currently working with a financial advisor were twice as likely as Baby Boomers+ to prefer an advisor who can help with charitable giving goals.⁶
For financial professionals, that makes charitable giving more than a year-end tax discussion. It can be another way to learn what clients value, identify opportunities within the financial plan, and build relationships that extend to other family members.
The objective isn’t to encourage clients to give more. It’s to help clients who already have charitable intentions make thoughtful decisions about how their giving fits with the rest of their financial goals.
Key Takeaways
- Begin with what clients hope to accomplish through charitable giving before discussing specific strategies.
- Look for opportunities to connect charitable goals with tax, retirement, estate, legacy, and family planning.
- Making charitable giving part of the planning conversation can provide another way to add value and build relationships across generations.
Keep the Conversation Going
Charitable giving is one of many goals that can reveal what clients value most. Explore how goals-based planning can help financial professionals shift the discussion from financial products and performance to the real-life priorities clients want their plans to support.
Related Posts
Why Goals-Based Planning May Be the Key to Earning Next-Gen Business
Learn how goals-based planning may help financial professionals connect with next-gen clients, personalize conversations, and build stronger relationships.
Why the Next Generation of Small Business Owners Is the Next Big Opportunity for Financial Advisors
Explore the next small business owner opportunity for financial advisors in 2026 and how evolving client needs are opening new paths for long-term growth.
Financial Professional’s Guide to Growing Your Practice Through Financial Education
Learn how growing your practice through financial education builds trust, attracts next-gen clients, and drives engagement beyond Financial Literacy Month.
1 https://tpi.org/executive-summary-2026-tpi-study-the-philanthropic-conversation/
2 https://www.theamericancollege.edu/learn/professional-designations-certifications/
3 https://www.irs.gov/publications/p590b
4 https://www.nonprofitpro.com/article/new-report-illuminates-evolving-trends-in-womens-philanthropy/
5 https://www.privatebank.bankofamerica.com/articles/bank-of-america-study-of-philanthropy.html