We help donors to give more impactfully and charities to build their resilience so they can do more of their life-changing work.
From one-off donations to long-term giving, or designing your personal philanthropic strategy, we work together to help you realise your giving ambitions.
DISCOVER OUR PERSONAL GIVING SOLUTIONS
You have the vision for making a difference. So do we. We help you plan how to give based on your goals.
DISCOVER OUR CORPORATE GIVING SOLUTIONS
Helping your charity or social enterprise become more resilient.
DISCOVER HOW WE SUPPORT CHARITIES
Discover the latest insights for donors and charitable organisations to help create a greater impact
Explore
We are a leading charity, working at the centre of the giving world. We help donors to give more impactfully and charities to build their resilience so they can do more of their life-changing work.
Find out more about CAF
Shabana Pathmanadan
Private Client Manager
In today’s wealth landscape, philanthropy is no longer a ‘nice to have’ conversation, it is a strategic, relationship-deepening, and value-creating opportunity. Coming from a wealth management background, I know that speaking to your clients about philanthropy is not at the top of your list, and sometimes not on it to begin with.
Charities Aid Foundation (CAF) research shows that only 5% of advisers are ‘very confident’ discussing philanthropy. However, 60% of high-net-worth individuals say it is important advisers understand philanthropy.
That would indicate a missed opportunity for both client relationships and business growth.
Research by CAF suggests that wealth managers who engage with philanthropy could see client lifetime value increase by 25%. Our UK Giving Report 2026, found that around two-thirds of all charitable giving is unplanned, prompted by conversations, appeals, or being moved by personal experience rather than by a pre-existing commitment. So, why not be the one to start that conversation? The opportunity is clear, but how do you action this?
Here are some ways to help integrate philanthropy into client discussions:
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.
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.
"If you want to get to know someone, ask them if they give to charity. It is incredible how animated and open people are when they talk about the charities they care about, even people who are otherwise quite private."
Adriana Lowe, Senior Private Client Manager, Charities Aid Foundation.
The Philanthropy Advantage: How Advisers Can Empower Client Giving
After you have an idea of your clients' giving motivations and ambitions, you can use your understanding of their financial position to explore appropriate ways of giving. This may include seeking input from specialist organisations such as CAF on tax-effective options, for your clients to donate, such as donor advised funds.
Philanthropy is not just about giving – it can reflect purpose, legacy, and connection. Advisers who embrace these conversations can differentiate their offering, strengthen client relationships, and unlock greater impact. Improved advice on philanthropy could increase the total annual donations from HNW donors to nearly £30 billion by 2035.
Using a trusted partner can strengthen your client offering and, in turn, their trust in you. As a leading charity operating from the UK, US and Canada, alongside an international network of partners, CAF works at the centre of the giving world. We can assist you in finding the right solutions for your client's philanthropy needs, helping them give with confidence and make a lasting impact.
We're experts in charitable giving and can work with you to help realise your clients' giving ambitions. Learn more about our services for professional advisers or contact our team.
contact us
This year’s UK Giving Report brings together the latest research and insights on how people across the UK are giving today. While it highlights some real challenges, it also reveals the trends shaping public generosity.
Our research found that around two-thirds of all charitable giving is unplanned, prompted by conversations, appeals, or being moved by personal experience rather than by a pre-existing commitment. So, why not be the one to start that conversation?
Rather than spreading funding widely, many donors are focusing their philanthropy on particular places and communities they care about, supporting solutions that reflect local needs, strengths, and lived experience.