Building Legacies, Not Just Portfolios: Charitable Planning in Financial Advisement

Today’s financial planning extends beyond traditional investment strategies: as more and more individuals are leaning into values and impact-driven financial choices, charitable giving has emerged as a crucial component of comprehensive wealth management. Yet research shows that only 23% of adults discuss charitable giving with their financial advisors, despite compelling data indicating that those who do feel more financially successful (35% vs. 17%) and more excited about their giving and financial plans (34% vs. 15%).

What does this mean for financial advisors, their clients, and anyone in the giving space?

Why Charitable Giving Belongs in Financial Planning

Integrating charitable giving into financial planning isn’t just about tax benefits—it’s about helping clients align their wealth with their values and build lasting impact. As we witness the largest wealth transfer in history (with an estimated $86 trillion set to change hands in the coming decades) the strategic importance of philanthropic planning has never been greater.

Client Engagement and Value Alignment

Financial advisors who incorporate charitable giving into their practice gain deeper insight into their clients’ priorities and motivations. This leads to:

• More holistic financial strategies that reflect clients' full life goals

• Stronger client relationships built on shared values and meaningful conversations

• Increased trust and retention by demonstrating a genuine understanding of what matters most to clients

Charitable Planning Drives Client Loyalty

Clients who receive charitable planning guidance demonstrate higher loyalty rates and are significantly more likely to recommend their advisor compared to those who don’t. The impact extends across generations—especially as younger clients become more engaged in philanthropy

• 33% of next-gen clients overall, and 42% of millennials, are more likely to retain their family’s advisor if they’ve been involved in family philanthropy discussions.

• These conversations are about more than just giving—they're about values, impact, and legacy.

Simply put, advisors who engage in charitable planning build relationships that last.

How to Bring Charitable Giving Into Financial Planning

Integrating philanthropy into financial planning doesn’t have to be complicated. Here are three ways to make it a seamless part of conversations with a financial advisor.

• Bring philanthropy into standard parts of financial conversations—don’t treat it as a separate topic. The data is clear: clients want to talk about giving!

• Focus on values and objectives rather than specific charities—help clients define their philanthropic vision rather than just listing organizations to support. Crafting a personalized mission statement makes it easier to align what causes to support, and what issues don’t match a client’s priorities.

• Provide structured giving options that align with clients’ goals and financial plans—whether through donor-advised funds (DAFs), legacy giving, or other philanthropic vehicles.

With Daffodil, advisors have the tools to lead these conversations, make a plan, and help their clients see the ongoing impact of their giving. Contact us to add philanthropic solutions to your office today.

The Future of Financial Advice Includes Philanthropy

The integration of charitable giving into financial planning is more than just a trend—it’s a strategic opportunity to deepen relationships, differentiate an advisor’s practice, and support those who want to create meaningful, lasting impact.

Want to learn more about how to integration philanthropic strategy into a financial practice? Daffodil’s platformp provides the tools and insights needed to optimize giving strategies and track real-world outcomes.