Opening the Door to Generosity: How Advisors Can Help Clients Leave a Lasting Legacy

Consider this client scenario – we'll call her Susan. Susan has been a client for decades. She is loyal, steady, and generous in small ways. In her early 80s, she is financially secure, with a retirement plan that runs stronger than most. For years, she gave modestly to causes here and there, but it wasn’t until we decided to open up the conversation about her legacy that something deeper came to light.

At one of our client events, Susan heard from a nonprofit speaker whose mission was to help women escape the horrors of sex trafficking. The story moved her, and she made a significant gift that day. When Susan and I later revisited the topic of generosity, she shared a deep passion for this cause and a desire to do more.

Using our financial planning software, we validated just how strong her plan was and what it would look like if she gave more. Not only to this organization but to other causes close to her heart. That conversation gave her something priceless: permission to give.

Today, she gives well into the six figures each year, supporting charities and blessing her family. As a result of these philanthropic planning conversations, our relationship has deepened beyond the numbers.

Why Advisors Shouldn’t Wait to Bring Up Giving

Many clients have a heart for generosity but simply haven’t been asked about it. They may assume their resources are already stretched to meet their own needs and those of their family. Others think of giving as something to consider later, not realizing the joy and impact they could experience now.

As advisors, we have a unique vantage point. We see the entire scope of a client’s financial picture, which often reveals more capacity for giving than they realize. Starting this conversation builds trust, deepens client relationships, and helps align their finances with their values in a tangible way. It also differentiates us as advisors who see the whole person, not just the portfolio.

Practical Ways to Start the Conversation

Bringing up charitable giving doesn’t have to feel forced or awkward. In fact, when you approach it with genuine curiosity and care, most clients welcome the discussion. Here are a few ways we open the door:

• Starting early with prospects. Early in our process with prospective clients, we ask, “What is your giving strategy?” It’s an assumptive question, but it plants the seed right away that generosity is part of our planning conversations.


• Life-stage triggers. As clients approach age 70½, we discuss Qualified Charitable Distributions (QCDs), showing them how they can give directly from IRA assets instead of income, often reducing their taxable income.


• Tax planning opportunities. Significant tax events, such as highly concentrated stock positions, the sale of a business, or the sale of rental property, provide an ideal time to explore how charitable giving strategies can help reduce taxes while supporting causes they love.


• Investment strategy changes. When our individual equity strategies call for selling a stock, we reach out to the “givers” within the firm to ask if they’d prefer to donate shares instead of realizing the gain.


• Tracking and celebrating generosity. We intentionally track the gifts made by our generous clients and celebrate them as a team. In fact, we display our firm’s cumulative giving total on the home page of our website. As of this article, over $50 million has been given from accounts we manage since 2012. This not only inspires our clients but also keeps generosity at the heart of our culture.

These approaches not only start the conversation but also show clients practical, tax-smart ways to give more effectively. This kind of proactive planning can lead to transformative gifts that make a meaningful difference to causes close to your clients’ hearts.

An Encouragement for Advisors

Charitable giving conversations are more than a financial planning tool. They are an opportunity to connect your clients’ resources with their deepest values. You may be surprised at the stories, passions, and dreams that surface when you simply ask.

Don’t wait for clients to bring it up. Take the first step. Open the door to generosity in your next meeting and see the lasting impact it creates.

About the Author

Andy Ferguson, Financial Planner, CFP®, CKA®
John Moore Associates

Andy earned his CFP® designation in 2016 and the Certified Kingdom Advisor® designation in 2022 before joining the JMA team in 2023. As a Christian, his faith is his compass, driving him to merge biblical principles with financial planning as he guides people to be faithful stewards of God’s resources. Outside of work, Andy shares his love of baseball with his wife and kids, and can usually be found sharing family time or engaging with his church’s youth ministry and financial coaching team. He also enjoys reading, coffee, podcasts, and hiking the Phoenix Preserves in his spare time.

Disclosure:

John Moore Associates is registered as an Investment Advisor with the U.S. Securities & Exchange Commission. Registration of an investment adviser does not imply a certain level of skill or training.

This material is for informational purposes only and does not constitute legal, tax, or investment advice.

The opinions expressed in this article are solely those of the author and do not reflect the views or endorsements of the American Heart Association. The Association does not endorse or assume responsibility for any information or opinions presented in this article.