Top 5 Things You Need to Know About Charitable Giving For Your Clients
Authored by: Julia Healey
If you’re an advisor, you know charitable giving goes far beyond the dollars and cents—it’s about connection, impact, and building a legacy that truly reflects your client. Over the years, I’ve seen how the right approach and thoughtful conversations can turn giving into a deeply meaningful part of your client relationships. Here are the top five things every advisor should keep in mind when guiding clients on their charitable giving journey:
- Lead With the Right Question
Many advisors hesitate to initiate conversations about giving, afraid to overstep or make clients uncomfortable. The truth is, *not* asking is the bigger risk! A simple, open-ended question like, “Where have you given—or gave—that you really felt the most impact from?” can make all the difference. This moves the conversation from a simple transaction to a trusted dialogue. Focusing on the feelings behind their giving helps you understand what truly matters to your clients.
- Philanthropy Isn’t Just for Millionaires
It’s a common misconception that strategic giving or utilizing charitable tools like Donor Advised Funds require great wealth. At United Charitable, our mission has always included no minimums. That way, anyone—no matter where they’re starting—can begin building a charitable legacy. Even if your client can only set aside $500 or $5,000 a year, that’s enough to get started and create lasting momentum.
- Help Clients Shift from “Checkbook” to Proactive Giving
Most people are familiar with “checkbook philanthropy”—writing checks spontaneously as needs arise, often to crowdfunding campaigns or urgent appeals. While this is generous, encouraging your clients to think proactively allows them to be more deliberate. By taking time to reflect on *where* and *how* they want to make a difference, your clients can ensure their giving aligns with their passions and creates a greater sense of fulfillment.
- Understand What Matters to the Next Generation
Younger generations approach giving differently. It’s not only about making a financial contribution—they want to get involved, attend events, and truly connect with the mission and community of the organizations they support. When working with families, explore how charitable values are shared across generations and help them build giving strategies that engage everyone and feel meaningful for all involved.
- Recognize That Legacy Is Personal
When it comes to legacy, there’s no one-size-fits-all answer. For some, legacy is about children and grandchildren continuing the tradition of giving; for others, it’s seeing their name recognized in a school’s donor book or on a community wall. And for many, it’s simply about having made an impact that brings pride and a sense of accomplishment. Ask your clients what legacy means to them and help them create a plan that brings joy and satisfaction.
Final Thoughts
Charitable giving is an opportunity much deeper than finances—it’s a pathway to understanding your clients, building stronger connections, and helping them leave a mark they can be deeply proud of. By leading with empathy and insight, you support not just their portfolios, but their purpose.
