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Inside the Charitable Mindset: What Your Clients Are Really Thinking

If you’ve ever wondered what truly motivates your clients to give, you’re not alone. Understanding their mindset is essential to helping them build estate and financial plans that reflect their values. The good news? You don’t need a crystal ball. A growing body of research offers insight into the thoughts and priorities that shape your clients’ philanthropic decisions.

To start, we know that charitable giving remains a constant. In 2024, Americans contributed an estimated $592.5 billion to nonprofits, according to Giving USA. And among affluent households, more than 85% give to charity each year. So chances are, many of your clients already view giving as a regular and meaningful part of their lives.

Here are three key themes they may be thinking about and how you can help guide those conversations.

“We want to make a difference close to home.”

A local connection is often at the heart of charitable giving. In fact, research from the University of Chicago Booth School of Business found that people are far more likely to give to causes in their own communities than to those farther away. The desire to improve the place they live is a powerful motivator—and one that community foundations are uniquely positioned to support.

When your clients want to respond to urgent local needs or invest in the long-term health of their region, we’re here to help them channel their generosity in ways that are thoughtful, strategic, and impactful. With deep knowledge of area nonprofits and community priorities, we help bridge the gap between intention and action.

“Giving feels good.”

Charitable giving is one of the few financial decisions that brings joy to both the giver and the recipient. Unlike some aspects of estate or financial planning, which can bring up uncomfortable topics like mortality or family conflict, philanthropy tends to be a source of optimism and purpose. Studies show that the act of giving activates positive emotions and can even improve mental and physical health.

For advisors, this is an opportunity. Weaving charitable giving into planning conversations doesn’t just reduce tax burdens—it also lightens the tone. Giving clients a chance to talk about what matters most to them creates a sense of meaning that can ease the tension often associated with estate planning.

“We want to know our giving is effective.”

Today’s philanthropists want more than just a tax receipt; they want results. Especially in times of uncertainty, many donors are looking for ways to give that go beyond annual support. They may be thinking about long-term strategies like unrestricted endowments, advocacy, or capacity-building gifts that can strengthen the nonprofit sector as a whole.

Connect with the Team at Athens Area Community Foundation

Our team works every day with donors who want their giving to reflect both heart and strategy. We help your clients consider a range of giving vehicles like donor-advised funds, legacy gifts, unrestricted support, and connect them with nonprofits that are poised to make meaningful change.

If your clients are asking big questions about how to give wisely, we’d love to be part of the conversation. Connect with us today to learn more.