Advising on Purpose
Advisers open clients’ doors to giving. CAF America provides them tools to give with purpose.
What You’ll Find in This Report
We surveyed U.S. advisers and high-net-asset adults about their views on philanthropy and its role in their relationship as adviser and client. What we found was a shared desire for clarity, confidence, and meaningful impact. This report explores how to bring both journeys together, dissecting where their experiences align, where they diverge, and how stronger conversations can lead to more purposeful giving. CAF America’s report takes this research and provides actionable insights for you to engage with your clients on a deeper, more intentional level.
The findings in this current report are based on the responses of 300 U.S. advisers and 150 U.S. adults with investable assets of at least $1 million and a financial adviser. To be invited to participate, advisers were verified to be currently working with high-net-asset clients in an advisory role in wealth management, family office, finance/banking, tax, accounting, or legal.
Who This Report Is For
Insights shared in this report will equip financial advisers, wealth managers, family offices, and tax/legal professionals to better serve their clients through proactive philanthropic discussions.
Key Findings
94%
of clients who discuss philanthropy with their adviser say it is beneficial
60%
of high-net-asset individuals are excited to talk about charities they want to donate to
14%
of clients say advisers lead conversations about philanthropy, while 45% of advisers report initiating the conversation
How This Report Helps You
Your clients look to you as their guide for financial planning, and CAF America provides these deeper insights into their needs surrounding philanthropy to increase your ability to provide solutions before questions arise. Learn about benefits high-net-asset clients are seeking when giving, new discussion topics, and how to balance introducing and guiding the philanthropic conversation. You’ll walk away with a better understanding of your clients’ needs and knowledge of giving opportunities to better engage in meaningful conversations.
“Advisers don’t need to be charitable giving experts – they need to know how to start the conversation and then engage experts to handle detailed questions that are beyond their scope.”
Access the Report
To gain access to the Advising on Purpose, the 2026 advisers report, fill out the form below and you will be emailed a link to download.
Access the Report
To gain access to the Advising on Purpose, the 2026 advisers report, fill out the form below and you will be emailed a link to download.
Additional Resources
We’re here to equip you with the tools you need to strengthen client relationships and increase your value as an adviser. Here are some additional resources for your toolkit.
- 2025 World Giving Report
- Legacy Giving in Action
- Available February 26: Two Stories, One Conversation: What Advisers and Clients Really Think About Philanthropy
- Available March 25: Guiding Giving Conversations: Why Advisers Matter More Than Ever
- Available April 22: From Intention to Impact: How Advisers Help Clients Make a Difference