Advisers’ guide to philanthropy: how to talk to clients about giving

Ease into the conversation

You do not need to be a specialist to begin. The key is to make philanthropy a natural part of existing discussions. One of the easiest ways to approach the subject is through legacy planning. Charitable gifts donated as legacies can be more comfortable to talk about than lifetime gifts. It is also a great way to bring the next generation into conversations. Our research shows demand for philanthropy is highest among younger clients, with roughly 57% of 18-34s reporting a demand. Before the ‘Great Wealth Transfer’, why not position yourself as an adviser who understands the next generation. 

Ask the questions

Once in the conversation, try to ask simple questions like “Have you ever given to charity?” and “Are there any causes you care about?”. Follow-up questions such as “Was there a particular experience that encouraged you to give?” can help further the conversation. You will find that clients tend to open up when talking about charitable giving, as it is deeply personal and in turn will deepen the relationship you have with them.

These conversations go beyond financial goals and tap into values, legacy, and impact. Advisers who engage in them often report deeper trust and stronger long-term connections with clients and their families.