For over 25 years, TPI has studied one deceptively simple question: How can professional advisors – wealth managers, accountants, and attorneys – play a role in helping high-net-worth (HNW) clients on their philanthropy journeys?
The answer, as gathered in our latest iteration of the TPI Study of the Philanthropic Conversation, is both encouraging and instructive. Philanthropy is no longer a “nice‑to‑have” or occasional add-on to wealth conversations. It’s now expected, deeply personal, and increasingly central to how people think about their wealth, values, and impact they want to make in the world. In fact, nearly every HNW client who responded (97%) say that conversations about philanthropy with their professional advisors are important.
As one of the nation’s first philanthropic advisory firms, we see this evolution reinforcing something we have long believed: When professional advisors engage clients thoughtfully around philanthropy, everyone benefits.
One of the clearest long-term findings from the study is the steady normalization of philanthropic conversations. The share of advisors who make discussing philanthropy a standard practice with HNW clients has grown from 54% in 2013 to 80% in 2018, to 90% today. This upward shift represents real progress, and signals outwardly that philanthropy is no longer siloed or reserved for tax season or estate plan reviews. Instead, it is recognized as an essential part of comprehensive client service.
The study also shows that how the conversation happens matters just as much as whether it happens at all. Earlier versions of the study reflected conversations largely centered on the technical aspects of managing money (e.g., tax benefits, technical structures, investments). Those elements remain important, but the landscape has certainly changed.
Our 2026 findings reveal a clearer balance between the technical and the personal aspects of the advisor-client relationship. Clients definitively want advisors who can talk confidently about charitable tools and ask meaningful questions about values, goals, and desired impact. Clients are thinking not just about how to steward wealth, but why. They want their money to do more than grow — they want it to mean something.
Today’s philanthropic conversation increasingly includes:
- What types of impact clients want to have;
- How giving can reflect personal and family values;
- Ways philanthropy can strengthen family relationships and engage the next generation;
- Opportunities to measure and deepen impact over time; and
- What resources and support may be valuable as clients pursue their philanthropic journeys.
The study also highlights a meaningful change on the advisors’ side of the table. Professional advisors increasingly recognize that their clients’ needs extend well beyond maximizing assets. Advisors are becoming more proactive in expanding their knowledge of philanthropy and the nonprofit sector, whether through continuing education, collaborative partnerships, or exploring charitable giving in their personal lives. This growth reflects a broader professional understanding: addressing philanthropy is likely to enhance client relationships, build trust, and add lasting value. It also creates space for richer conversations that go beyond numbers to explore purpose, legacy, and impact.
The business case is clear. Ninety percent of advisors now say that discussing philanthropy is good for their business, and 92% report it helps them establish relationships with new clients, up from just 54% in 2013. The vast majority also say these conversations deepen existing client relationships and build connections to clients’ extended families. For advisors seeking to differentiate their practice, this is a compelling return.
Not only do clients want to talk about philanthropy, but they also want to connect with philanthropic specialists when their needs exceed their advisors’ knowledge. The demand for specialized expertise is growing fast. The share of clients who have sought philanthropic advice that exceeded their advisor’s knowledge has jumped from 8% in 2013 to 16% in 2018 to 38% in 2026, underscoring how much client expectations have evolved. In fact, clients report getting the most valuable philanthropic information from specialized philanthropic advisors – second only to their spouse or partner. Furthermore, professional advisors who partner with philanthropic advisors see tangible benefits: strategic philanthropy helps clients clarify goals, make more informed decisions, and experience their giving as intentional rather than reactive. It also supports advisors in meeting rising client expectations without having to be experts in everything.
Most importantly, these partnerships help clients experience philanthropy not merely as a financial strategy, but as a personal endeavor that enhances meaning, purpose, and fulfillment. This evolution holds enormous promise for the philanthropic sector. When advisors engage clients early, thoughtfully, and holistically, philanthropy becomes more intentional, more strategic, and more impactful. Rather than being treated as an afterthought, philanthropy becomes integrated into life planning, family dialogue, and long-term vision.
The study also reveals a persistent gap between what advisors think is driving their clients’ giving and what clients actually say. That perception gap may be the single most actionable finding for advisors who want to improve the quality of their philanthropic conversations.
What are the long-term implications? It is clear that clients increasingly embrace philanthropy as less of a financial transaction and more of a deeply personal expression of values and hunger to make a difference. Philanthropy is now firmly embedded in conversations between high-net-worth clients and their professional advisors. Client satisfaction reflects this shift: 61% of clients who discuss philanthropy with their advisors are now very satisfied, up from 41% in 2018 and just 10% in 2013. The quality of these conversations is improving, not just the frequency.
If there is one takeaway from this research, let it be this: intentional, informed conversations about philanthropy lead to more and better philanthropy overall – and the opportunity before us is to keep improving the quality of those conversations.
At TPI, we believe that when professional advisors are equipped to engage clients authentically around philanthropy, they don’t just meet expectations but are able to help clients realize the full potential of their wealth to do good. And that is a future worth investing in.
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TPI is using the 2026 TPI Study of the Philanthropic Conversation to develop tools, training, and partnerships that support stronger philanthropic conversations across the field. We hope you’ll explore the findings, share the report with your networks, and reach out if you’d like to connect.
Read the Executive Summary here or download the full report.
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The 2026 TPI Study of the Philanthropic Conversation was co-sponsored by DAFgiving360™ and Foundation Source, with support from the Boston Foundation.
Photo credit: Mananya Kaewthawee via iStock
