T. Rowe Price Survey Finds Charitable Giving Planning Can Strengthen Advisor and Client Relationships

Investors want more help from their advisors with charitable giving—and those who receive it report higher satisfaction, trust, and loyalty

Published on Feb. 10, 2026

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A new survey from T. Rowe Price, a global asset management firm, has found that investors increasingly want guidance from their financial advisors on charitable giving, and those who receive such support report higher satisfaction, trust, and loyalty with their advisors. The research highlights that while 76% of investors want philanthropic guidance, only 36% say they receive it, indicating a significant opportunity for deeper engagement between advisors and clients on this topic.

Why it matters

As investors seek advice that goes beyond just portfolio construction and performance, charitable giving conversations represent an under-realized aspect of financial planning that can transform the advisor-client relationship. The survey found that advisors who proactively engage clients on charitable giving see tangible business benefits, including enhanced trust, improved client retention, and the uncovering of hidden assets.

The details

The research, which surveyed 100 financial advisors and more than 500 high-net-worth and high-income investors, found that younger high-net-worth investors (ages 25-49) are particularly receptive to philanthropic guidance, with 75% wanting their advisor to proactively bring up charitable giving. Additionally, 61% of investors surveyed lack a consistently applied, formal, and structured process in their giving, suggesting an opportunity for greater advisor-client engagement in this area.

  • The survey was conducted in February 2026.

The players

T. Rowe Price

A global asset management firm and a leader in retirement, with $1.78 trillion in client assets as of December 31, 2025.

Emily Barczak

Insights Director, T. Rowe Price U.S. Intermediaries Advisor Engagement.

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What they’re saying

“Our research shows that charitable giving conversations can transform the advice relationship—almost all investors surveyed report greater satisfaction, and advisors reported measurable gains in trust, referrals, and retention.”

— Emily Barczak, Insights Director, T. Rowe Price U.S. Intermediaries Advisor Engagement (PRNewswire)

What’s next

To help facilitate these conversations, T. Rowe Price has developed "The Generosity Effect" program, which includes an advisor workbook, interactive white label client worksheet, and other advisor and investor support materials to help advisors work with clients to gain clarity in their purpose for giving and organize a giving plan.

The takeaway

This survey highlights the significant opportunity for financial advisors to deepen their relationships with clients by engaging them on the topic of charitable giving. By helping investors clarify their motivations, understand options, and build giving strategies that reflect their values, advisors can strengthen trust, loyalty, and satisfaction among their clients.