In The Philanthropic Initiative’s (TPI’s) 2026 study, 40% of professional advisors thought tax benefits motivated high-net-worth clients to give, while only 21% of clients cited reducing taxes as a motivation.1 Clients were more likely to point to making an impact, finding personal satisfaction in helping others, and expressing a desire to give back.
The takeaway: Start with what the client wants to accomplish through giving. Then bring financial planning expertise to how they can do it.
Charitable planning is becoming part of the service model
Ninety percent of professional advisors surveyed by TPI said they make it a practice to discuss philanthropy with high-net-worth clients, up from 80% in 2018. And 75% of clients said they would be more likely to choose an advisor who is knowledgeable about philanthropy.
Financial professionals who want to deepen that expertise can also pursue specialized education. The American College of Financial Services offers the Chartered Advisor in Philanthropy® (CAP®)2 designation, with coursework covering family wealth, charitable giving strategies, 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 |
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Make charitable planning part of the financial conversation
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Ask.Find out what causes matter to clients, why they give, and what they hope to accomplish. Do they want to give during their lifetime, through their estate, or both? Would they like family involved?
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Identify.Watch for events that may create an opportunity to reconsider how a client gives, including retirement, required minimum distributions (RMDs), appreciated assets, an inheritance, or a business sale. For example, clients can begin making qualified charitable distributions (QCDs) from eligible IRAs at age 70½. Once RMDs begin—generally at age 73 under current rules—a QCD can count toward all or part of the annual RMD while generally being excluded from taxable income when requirements are met.3
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Connect.Consider charitable goals alongside tax, retirement, estate, and legacy planning. That could include donating appreciated assets, using a donor-advised fund, concentrating several years of planned gifts into one tax year, or including charitable organizations in beneficiary planning.
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Involve.When appropriate, bring children or grandchildren into the conversation. Philanthropy can create a natural opportunity for families to discuss the causes they care about and the values they share.
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Coordinate.Know when to involve a CPA, estate-planning attorney, community foundation, charitable-planning specialist, or another professional with deeper expertise.
Charitable planning as an opportunity to serve women and the next generation
In 2024, 46% of affluent households reported making all charitable decisions jointly with their partner/spouse, with another 11% making some but not all giving decisions together.5
Younger clients may be looking for this expertise as well. The American College reports on a Fidelity Charitable study that found young investors who aren’t currently working with a financial planner are twice as likely to prefer one who provides charitable-planning services.6
For financial professionals, charitable planning can be another way to understand what matters to clients, uncover planning opportunities, and create conversations that extend across generations. The goal isn’t simply to help clients give. It’s to help them give with greater intention and connect those choices with the rest of their financial plan.
Key Takeaways
- Start with what the client wants to accomplish through giving, then identify strategies that may support those goals.
- Incorporate charitable goals into retirement, tax, estate, legacy, and family conversations.
- Building charitable-planning capabilities can help financial professionals add value and strengthen multigenerational relationships.
Keep the Conversation Going
Charitable giving is just one of the goals that can reveal what matters most to a client.
See how goals-based planning can help financial professionals uncover real-life priorities and use them to guide more meaningful retirement planning conversations.
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