How to Initiate the Philanthropy Conversation [Part One]

Your clients are giving to charity. And most advisors believe they're on top of it: 90% say they're having meaningful philanthropy conversations with their clients. Their clients see it differently. Only 13% find those conversations valuable (CAGP/KCI Philanthropic Trends Study).

WellAdvised can close that gap, without you needing to become an expert.

Asking about a client's giving out of nowhere can feel like prying, and steering toward it can feel like a pitch. So the most personal conversation in the relationship never quite happens.

The most powerful openings we've seen come from one simple question:

"Would you like help putting some structure around your giving, so it moves from reaction to intention?"

That's it. One question, and attach the sheet below.

Introducing the idea with a simple, direct question opens the door to conversations about values, hopes, and the real reasons your clients made their money in the first place.

From there, send a brief note inviting them to have a Philanthropic Profile created. Think of it as a financial plan, but for their philanthropy.

You don't have to be the expert. You just have to be the guide willing to have the conversation.

Below are three sample emails you can adapt today, plus the client sheet to attach. Take a look, and let us know if this would help you start a philanthropy practice this week.

Three emails you can send this week

Each is one question, advisor to client, short enough to actually get sent.

Email 1: The direct opening

Hi [Name] -

You've supported some wonderful causes over the years, and I'd like to be more useful to you on that front.

Would you like help putting some structure around your giving, so it moves from reaction to intention?

I've attached a one-page overview of what that looks like. About fifteen minutes, a few questions, and a clear picture of what matters to your family.

[Advisor name]

Email 2: The year-in-review angle

Hi [Name] -

As we look at the year ahead, one question I've started asking families I work with:

If you added up everything you gave last year, would the list reflect what matters most to you?

For most people the honest answer is "partly." If you'd like to close that gap, I've attached a short overview of how we help families build a giving plan. Happy to walk through it at our next meeting.

[Advisor name]

Email 3: The family angle

Hi [Name] -

A question that's been opening good conversations lately:

Have you and your family ever talked about why you give, not just where?

Most families never have, and it's one of the richest conversations they end up having. I've attached a one-pager on how we can help make it happen. No prep needed on your end.

[Advisor name]

Your client said yes. Now what? Now you help them find clarity and vision with a Philanthropic Profile.