Elevating client relationships through charitable giving

As the giving season approaches, many clients are considering how to make meaningful charitable donations before the year ends. For financial advisors, this time of year presents more than just an opportunity to support philanthropy, it’s a strategic moment to deepen client relationships, align wealth with purpose and build lasting trust.

Charitable giving as a strategic tool

Charitable giving isn’t just about generosity — it’s about strategy. When financial advisors help clients incorporate philanthropy into their financial strategies, they’re offering more than advice; they’re helping clients connect their values to their wealth. Whether initiating the conversation or continuing an ongoing dialogue, financial advisors can meet clients wherever they are on their giving journey.

Edward Jones research shows that clients who work with a financial advisor on charitable giving feel more excited and successful than those who go it alone. That’s because strategic giving can enhance portfolio efficiency, improve estate planning and optimize tax outcomes.

With the value that charitable giving can create in a financial advisor/client relationship, it’s important that you choose a firm that not only provides the right offerings, but also shares your commitment to deep purpose.

Here are three impactful ways financial advisors can enhance client relationships by integrating charitable strategies into their broader financial strategies:

1. Leverage the power of generations

Edward Jones’ Generations® offering is designed to help clients navigate the Great Wealth Transfer, a shift that’s reshaping how high net worth individuals think about legacy and philanthropy. Generations includes new tax-advantaged charitable giving options and products that diversify portfolios and provide greater flexibility.

One standout feature is the private donor-advised fund, ideal for clients seeking long-term impact, family engagement and tax benefits. This solution supports significant philanthropic contributions with customizable pricing and investment options.

2. Make giving a family affair

Charitable planning is a powerful way to foster intergenerational connections. Financial advisors can guide families in discussing shared values and philanthropic goals, helping them build a legacy of giving. In fact, 78% of clients working with a financial advisor expressed interest in involving their families in charitable decisions.

By facilitating these conversations, financial advisors help families align their giving strategies with broader financial, estate and tax planning goals, strengthening bonds and stewardship across generations.

3. Utilize new tax opportunities

The 2025 updates to charitable giving rules offer fresh opportunities for high net worth clients to optimize their portfolios and tax strategies. For example, new guidelines around Qualified Charitable Distributions allow clients to reduce taxable income, satisfy Required Minimum Distributions and enhance estate planning outcomes.

Financial advisors who stay informed and proactive can help clients take full advantage of these changes, ensuring their giving is both impactful and efficient.

Living the values we promote

At Edward Jones, we don’t just advise on charitable giving — we live it. In 2024 alone, the firm contributed more than 308,000 volunteer hours and $47.4 million through corporate, foundation and associate support.

For me, serving as the Chair of the Board for the Eastern States Region of the American Heart Association is one way I give my time and treasure. Volunteering is how I live out our firm’s purpose: to partner for positive impact to improve the lives of our clients and colleagues, and together, better our communities and society.

A timely opportunity

As the year draws to a close, financial advisors have a timely opportunity to introduce new charitable giving options and work with families to craft philanthropic strategies that align with their financial goals. When your firm supports you along the way, you can not only help clients make a difference – you can strengthen relationships that last for generations.

Want to learn more about Edward Jones’ Purpose? Check out our 2025 Purpose, Inclusion and Citizenship Report.