For advisors: Your clients expect you to talk about giving. Here’s how to start.

For professional advisors — wealth managers, estate attorneys and accountants — talking about charitable giving with clients is a relationship-builder, a legacy conversation, and, increasingly, an expectation.

More than 85% of high-net-worth families give to charity, as reported by the 2023 Bank of America Study of Philanthropy. In 2024, individuals gave an estimated $438.3 billion to charitable causes, including $45.8 billion through estate gifts, according to Giving USA. Charitable giving reflects people’s values, passions, and legacy — yet many professional advisors are missing the opportunity to make it part of a comprehensive wealth conversation.

When philanthropy is included in planning conversations, clients feel better understood. Advisors gain insight into a client’s priorities. Communities benefit from the great work that is supported by generosity — from feeding the hungry to supporting the arts and protecting natural resources. Charitable giving can provide an opportunity for multiple generations of a family to come together with shared purpose. And firms that offer charitable planning are valued by clients – and actually report higher assets and organic growth than firms that neglect this important service.

Yet the charitable conversation isn’t happening early or often enough. The 2018 US Trust Study of the Philanthropic Conversation found that most high-net-worth clients say they wish the topic were addressed in the first few meetings with an advisor, while only six percent say that their advisor brings it up unprompted. And when charitable giving does come up, it often centers on tax planning. But we also know that tax benefits are not the primary reason people give, and by leading with values — not just deductions — advisors can help clients support important work happening in our communities, and align their wealth with their purpose.

Knowing when to start: opportunities to begin the conversation

These conversations don’t require a new meeting or a separate agenda. Philanthropy can and should be woven into existing conversations about a client’s life, goals, and values. The Philanthropic Initiative outlined key opportunities for advisors to incorporate philanthropy into their conversations. In our own conversations with advisors for the “How to ‘Pop the Question’ about Charitable Giving” series, New Hampshire advisors, similarly, suggested:

• Including philanthropy in new client intake forms or onboarding discussions.
• Asking legacy-oriented questions during estate planning.
• Reviewing past tax returns to spot giving patterns and ask, “Do you plan to continue this?”
• Using tax planning conversations as an opportunity to discuss donor-advised funds or year-end strategies.
• Inviting clients to reflect on their vision for a better world: What problems would they solve if they could?
• And, perhaps most importantly, asking open-ended questions to invite your clients to share the stories and the ‘whys’ behind their giving.

These entry points are natural and non-intrusive. And, more often than not, they open the door to deeper conversations about family, purpose, and what really matters.

Ready to start the conversation? Here are a few questions to consider asking when you meet with clients:

• What causes or organizations are especially meaningful to you or your family?
• What kind of legacy would you like to leave for your children or your community?
• I see you made charitable gifts last year. Tell me about those – where did you give? How did you decide to give there? What assets did you gift?
• Are you interested in exploring ways to give that might have a greater impact and also support your financial goals?
• What would you change in the world if you could wave a magic wand? What conditions are needed to realize it? What are the obstacles?

Clients often respond enthusiastically to these questions, and to your interest in more than just their portfolio.

Let’s work together

The New Hampshire Charitable Foundation is a ready partner for advisors who want to better serve their clients through charitable planning. We offer expert philanthropic support, helping advisors prepare for meaningful conversations, and helping clients create meaningful giving strategies that reflect their values and meet community needs.

From donor-advised funds and legacy giving to complex gifts of closely held business interests or appreciated securities, our team can help you help your clients make informed choices that will help them make the most of their giving.