T. Rowe Price Finds Advisor Engagement Boosts Charitable Giving Among Affluent Investors

New study shows charitable giving conversations can strengthen advisor-client relationships.

Published on Feb. 11, 2026

Got story updates? Submit your updates here. ›

A new white paper from T. Rowe Price reveals that high-net-worth and affluent investors want more guidance from their financial advisors on charitable giving, and those who receive it report higher satisfaction, trust, and loyalty. The study 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.

Why it matters

As investors increasingly seek advice that goes beyond just portfolio construction and performance, the research highlights charitable giving conversations as an under-realized aspect of financial planning. The findings suggest an opportunity for advisors to deepen relationships with clients by helping them clarify their philanthropic motivations and build giving strategies that reflect their values.

The details

The study, titled "The Generosity Effect: Advisor Engagement in Charitable Giving Among High-Net-Worth and Affluent Investors," summarized results from a national survey of 100 financial advisors and more than 500 high-net-worth and high-income investors. Key insights include: 76% of investors want philanthropic guidance from their advisor, but only 36% say they receive it; 87% of investors receiving charitable giving support report higher satisfaction with their advisor; and 61% of investors lack a formal, structured process for their charitable giving.

  • The study was published on February 10, 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.

Got photos? Submit your photos here. ›

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 (T. Rowe Price)

What’s next

T. Rowe Price has developed "The Generosity Effect" program, comprising multiple resources, including an advisor workbook, interactive white label client worksheet, and other advisor and investor support materials, that can help advisors work with clients to gain clarity in their purpose for giving and organize a giving plan.

The takeaway

This study highlights the significant opportunity for financial advisors to deepen their relationships with clients by proactively engaging them on charitable giving. By helping investors clarify their philanthropic motivations and build giving strategies, advisors can enhance client satisfaction, trust, and loyalty.