As year-end approaches, advisors should brace for what could be a record-breaking season of charitable giving. "We expect this to perhaps be our biggest giving season ever," said Julie Sunwoo, president of DAFgiving360, during an interview at the Schwab IMPACT conference in Denver. "We've had a strong bull market, and when people feel secure in their finances, they're more inclined to be generous."
Sunwoo emphasized the value of donor-advised funds (DAFs) as a core planning tool. More than 60% of contributions into DAFgiving360 accounts are non-cash assets, including appreciated securities and even cryptocurrencies. "We accept crypto, liquidate it, and reinvest it, so donors can grant out to their charities while benefiting from an immediate tax deduction," she said.
Charitable also remains a powerful entry point into meaningful discussions between advisors and clients. It often opens space to explore family values and intergenerational goals. "This is an excellent conversation starter, not only with the direct client but also with their children and grandchildren," Sunwoo said. "Advisors are always looking to connect with the next generation ahead of the coming wealth transfer. Asking about values and causes that matter to the family is a powerful place to begin.
Religious and educational causes remain leading areas of donor focus. But DAFgiving360 donors supported over 150,000 unique charities last year, reflecting a wide spectrum of giving priorities.
In a crowded RIA landscape, advisors who bring philanthropic strategy into the conversation can stand out. Sunwoo described it as a tangible way to demonstrate a holistic approach to planning and client care.
DAFgiving360 positions itself as a dedicated partner to the advisory community. "We're the leading DAF for the RIA community. We've invested heavily in advisor education, resources, and support. That commitment continues," she said.
Her advice to advisors this season is to initiate the discussion around giving, tap into what matters most to clients, and guide them through the process. "Ignite the spark in your clients about what they care about and help them give. The need is great this time of year."
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