Visionary Voices

As donor expectations evolve, today’s philanthropists are seeking more from their financial advisors—beyond tax advice. They want strategic, values-aligned giving plans that include family, legacy, and impact. With over $84 trillion expected to transfer across generations by 2045, advisors who understand charitable tools like planned giving and donor-advised funds are well-positioned for growth. Learn how integrating philanthropy into your financial planning services isn’t just good ethics—it’s smart business.

A donor uses a third-party platform on your website to add you to their will. You get a notification. The platform gets the data, the communication channel, and the relationship. When that donor has a question six months later, they call the platform — not you. This is a Platform-Owned Relationship, and it means the most valuable donors in your pipeline belong to a vendor, not your organization.

Most nonprofits track how many legacy society members they add. Almost none track how many they lose — not to death, but to neglect. Donors who quietly update their estate plans and remove you. No notification, no warning, no exit form. And the platforms counting your bequest “intentions”? They’re not measuring retention either. They’re measuring sign-ups. That’s not a pipeline — it’s a wish list. Your legacy society isn’t growing. It’s leaking.

Nonprofit giving has declined by $65 billion since 2021, a staggering number influenced by multiple factors. Economic challenges like inflation and market volatility contribute, but there’s also a deeper crisis of confidence among major donors. Some feel that nonprofits, especially in higher education, no longer align with their values, leading to hesitation in giving. Additionally, the rise of presentism—judging historical figures by today’s standards—has led institutions to remove donor names from buildings, further eroding trust.