Client advisory used to be all about one thing… returns.
Today? It’s much more than that. Advisors are talking with clients about legacy, values and impact in much greater depth — and philanthropy is front and center.
Here’s why that matters:
- Clients want more than performance charts
- The next generation cares deeply about purpose
- Wealth transfer talks now include causes, not just cash
Philanthropy has become one of the strongest weapons in an advisor’s arsenal.
What you’ll uncover:
- Why Charitable Giving Is Reshaping Advisory Work
- How Personal Property Transfer Fits Into The Picture
- Top Charitable Giving Strategies Advisors Are Using
- Building A Giving Conversation With Your Client
Why Charitable Giving Is Reshaping Advisory Work
For decades, advisors focused on growing wealth. Now the focus is expanding…
Clients care about how their money can do good — before AND after it grows. That’s led to a new expectation on advisors to include philanthropy in their core planning process.
In Vanguard Charitable’s latest donor survey, 75% of Americans gave to charity during the 12 months ending October 2025. Even more impressive? Those who had a giving budget gave nearly 3.5x more than donors who didn’t.
That’s a big deal.
It demonstrates that clients aren’t simply giving. They are planning to give. And when clients plan to give… they need an advisor.
Here’s what modern clients are asking:
- How can I support causes I care about without hurting my retirement?
- Can I include charity in my estate plan?
- What are the tax benefits of giving now vs later?
- How do I involve my kids in the giving process?
Financial Advisors who know how to answer these questions create deeper client connections. Advisors who can’t stumble along… will fall behind.
How Personal Property Transfer Fits Into The Picture
Charitable giving isn’t just about writing cheques.
Increasingly, donors are considering personal property transfer as one component of their comprehensive philanthropic plan. Such assets can include:
- Real estate
- Artwork and collectibles
- Jewellery and heirlooms
- Business interests
- Vehicles and equipment
Such possessions often have tremendous emotional value. However they can also have tremendous tax value when given away properly via a personal property transfer.
Consider real estate. If a client owns appreciated real estate they can donate it to a qualified charity. Avoid capital gains tax and take a deduction for the property’s fair market value. Win-win for the client and the charity.
A second option is leaving a will bequest, when a client specifies they want to leave a particular asset (or part of their estate) to charity in their will. This is one of the easiest ways to gift personal property to charity. It allows your clients to maintain control of their assets throughout their lifetime — and support the organisations they care about when they pass away.
Those advisors who mention these always find deeper discussions. It’s no longer just about “how much”… It’s about “why” and “who.”
Top Charitable Giving Strategies Advisors Are Using
Now onto the tactics. These are the plays top advisors run to incorporate philanthropy into their client solutions.
Donor-Advised Funds (DAFs)
Donor-advised funds are one of the fastest-growing giving vehicles out there.
Clients contribute a lump sum to a DAF, receive an immediate tax deduction and recommend grants to charities whenever they wish.
Flexible. Tax-efficient. Encourages thoughtful giving by clients.
86% of advisors currently provide charitable planning options for their clients, according to Schwab’s DAFgiving360. And that number is growing. Why? Clients love how easy DAFs make giving. And advisors love the continued conversations they spark.
Bequests And Estate-Based Giving
Legacy giving is having a real moment.
Clients are naming charities in their wills, trusts and estate planning documents more than ever before. Connects with personal property transfer — assets have to go somewhere and they are going cause worthy.
Some common approaches include:
- Naming a charity as a beneficiary in a will
- Setting up a charitable remainder trust
- Donating specific personal property in the estate plan
- Making a charity a beneficiary of a retirement account
Different options have different tax ramifications and advantages. Great advisors walk their clients through the options to see what will work best.
Gifting Appreciated Assets
Giving appreciated assets (think stocks or real estate) is one of the most tax-effective ways to give.
Clients receive this benefit: No capital gains tax AND a deduction for the asset’s fair market value.
That translates to more dollars reaching charities and fewer going to the IRS. Plus, donations are coming in all kinds of assets, not just shares of stock. Last year, donors contributed $786 million of cryptocurrency, a 14-fold increase from the previous year. Digital assets are quickly becoming part of the giving story too.
Qualified Charitable Distributions
For clients age 73+, QCDs are awesome. Move money directly from an IRA to a charity. Meet the Required Minimum Distribution and do not increase taxable income. Easy, effective, and underutilised.
Building A Giving Conversation With Your Client
Ready to bring charitable giving into your advisory work?
Begin with baby steps. Becoming an overnight expert in philanthropy isn’t required. Just try adding this one question at your next client review meeting:
“Are there causes or organisations that matter to you?”
Clients will be amazed at how many doors this question unlocks. They get excited just thinking about the causes they care about. Once they share their values, giving can be woven into their overall financial plan.
Here are a few tips for making these conversations flow:
- Listen more than talk
- Don’t push a specific vehicle first — learn the “why”
- Involve family members when appropriate
- Coordinate with the client’s estate attorney and CPA
- Revisit the giving plan every year
Small talk leads to big results. When clients build something meaningful, they’ll never forget the advisor who helped them.
The Final Word
Charitable giving isn’t a “nice to have” anymore.
It’s a core part of modern financial planning — one that touches on:
- Estate planning — because personal property transfer often ends with charity
- Tax planning — because giving smart saves money
- Family planning — because giving connects generations
- Legacy planning — because clients want their values to live on
Advisors who lean into these conversations create closer bonds with clients. Advisors who shy away from them… lose clients to advisors who don’t shy away.
To quickly recap:
- Ask clients about the causes they care about
- Explore giving strategies like DAFs, bequests, and QCDs
- Use personal property transfer to unlock hidden giving value
- Coordinate charitable planning with estate and tax plans
- Make giving a yearly conversation — not a one-time event
Philanthropy is the next frontier in client advisory services. Advisors who embrace this now will be ahead of the game.
