The Generosity Effect
Multiply impact with charitable planning
Demand for charitable giving support is increasing among high-net-worth (HNW) and high-income investors. Learn how to build trust, uncover new assets, unlock multi-generational relationships, and differentiate your practice with charitable planning.
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Customize your charitable planning journey
Use the full-length workbook and presentation to leverage the program end-to-end—or choose one of four specific pathways for a more targeted approach. Support your journey with the helpful program guide and research-packed white paper.
Interactive workbook
Make charitable planning simple, intuitive, and enjoyable for you and your clients with actionable insights and research-backed strategies.
Advisor presentation
Understand why charitable planning matters more than ever, and learn how to integrate it organically into your practice.
White paper
Get the hard data—based on five months of research with advisors and investors across the U.S.—behind the charitable planning opportunity and insights.
Program guide
Streamline implementation with this high-level program roadmap.
Elevate conversations
The opportunity: 70% of advisors say they only have one to two charitable planning conversations per year with clients.
Playbook: Elevate conversations
Clients’ philanthropic interest and motivations often differ from what their advisors assume. Learn how to transform values-based conversations into value-building charitable planning opportunities for your practice.
Conversation framework guide
Use this simple conversation framework to explore options, inspire action, uncover what matters most to clients—without turning meetings into monologues.
Maximize impact
The opportunity: 61% of investors don’t follow a defined giving strategy as part of their annual financial planning.
Playbook: Maximize impact
Charitable planning is connecting strategy to impact—what investors care about most. Learn how to transition clients from unstructured, reactive giving to strategies that align their purpose, planning, and outcomes.
Helping clients make their charitable giving more tax efficient
Deepen client relationships by educating them on smarter ways to give.
Claim your role
The opportunity: 65% of HNW investors are working with at least one professional aside from their wealth advisor on charitable giving.
Playbook: Claim your role
You don’t need to know everything about charitable planning to deliver value. Learn how to assemble and lead the right charitable planning team to maximize impact for your clients—and your practice.
Charitable plan tracker
Track your clients' giving strategies to highlight your role and improve clarity and follow-through.
Connect generations
The opportunity: 75% of advisors say charitable planning builds inter-generational relationships.
Playbook: Connect generations
Families trust, recommend, and retain the advisor who brings them together with charitable giving. Learn how to deepen bonds and create lasting intergenerational relationships by bringing families together through philanthropy.
Family conversation starters
These quarterly prompts offer easy ways to connect with clients’ family members—without adding time or complexity to your practice.
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Intergenerational Wealth Transfer
The 'Great Wealth Transfer' is underway—and 70% of heirs plan to change financial professionals when they inherit.1 This program helps you strengthen family relationships to secure business for years to come.
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Your prospects. Our expertise.
Differentiate your practice with custom portfolio plans tailored to your prospects’ and clients’ unique objectives.
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1 Knight Frank, The Wealth Report, 18th edition, 2024.
All other research data: The generosity effect: Advisor engagement in charitable giving among high-net-worth and affluent investors. T. Rowe Price, 2026.
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