From Feel-Good to Real Impact: How to Build a Purposeful Giving Plan

Recently, our team was honored to host Betsy Cohen of FutureGood on an episode of The Plancorp Perspective, our client-exclusive podcast.  

In the episode, we explore how giving is evolving and how you can thoughtfully get ahead of the curve by moving from reactive donations to strategic, future-focused philanthropy. 

Listen to the episode below and dive deeper in today’s guest blog from Betsy, where you'll learn how to identify your giving strategy, how to evaluate giving opportunities, and how to bring the next generation into the conversation.  

As we begin a new year, many portfolios are stronger than they were twelve months ago. That progress supports your own financial goals, and also opens the door to a deeper question: How do I want to use my resources to help others?  

Yes, there are tax and estate planning reasons to consider charitable giving. But there’s also something more personal at play.  

Giving feels good — literally. Research shows that early generosity triggers dopamine, the brain’s reward chemical. Over time, sustained giving is supported by oxytocin, the hormone tied to connection and trust. We feel good when we do good.  

But here’s another reality: there’s more visibility on charitable causes and more competition for your attention and dollars than ever before. It’s easy to feel overwhelmed by these requests and default into reactive giving that leaves you wondering if you’re even making a difference.  

So how do you design a giving strategy that taps into that feeling and sustains it year after year?  

Start by Understanding What You Already Care About  

Some people give generously to a few organizations they deeply love. Others spread their support across many causes. And some haven’t engaged much in charitable giving yet, either because life has been full or because it felt like something to think about later.  

A helpful place to start is to look backward before you look ahead.  

Review where you gave last year and try grouping those gifts into three or four categories. These may reveal your “North Star” values — the issues you’ve consistently prioritized, whether consciously or not.  

Ask yourself:  

• Were my gifts focused on education, faith, culture, or basic needs?  

• Did I respond to a one-time crisis?  

• Do these priorities still reflect what matters most to me today?  

This reflection gives you clarity. You may choose to stay the course or intentionally shift your giving as your values or the world around you changes. The important thing here is to at least establish an understanding of where you’re giving.  

Intentional Impact > Reactive Giving  

Many of us give reactively by responding to mailers, emails, and event invitations as they arrive. There’s nothing wrong with that, but it can crowd out more intentional choices.  

Instead, consider what’s happening in your community, your state, or the country right now. Is there an issue that truly speaks to you? Once you identify it, seek out organizations working in that space rather than waiting to be asked.  

Another powerful lens is leadership. Who do you trust to do good work?  

This is the heart of trust-based philanthropy — giving based on confidence in the people leading an organization, not just the programs they run. You might already know these leaders personally, or you might ask a board member or trusted friend for an introduction. A single conversation can tell you a lot about an organization’s vision, values, and potential impact.  

How to Evaluate Charitable Organizations 

When deciding where to give, donors often fixate on metrics like administrative costs. In reality, these numbers rarely tell the full story.  

Instead, focus on understanding:  

• The organization’s mission and the population it serves  

• The depth and quality of its programs  

• How leadership measures impact  

Serving many people can be meaningful. Serving fewer people more deeply can be equally as powerful. High “overhead” typically reflects staff expertise, space, or technology that is the program, not waste. I share this to not judge a book by the cover of out-of-context metrics without digging in. 

You can also use tools like Charity Navigator or GuideStar to review financials, governance, and transparency, but think of them as starting points, not final judgments.  

Expanding Your Giving Within a Cause You Care About  

If you already support one organization in a particular field, consider broadening your impact:  

• Ask the organization’s leader which complementary groups are doing strong work  

• Add one or two smaller organizations alongside a large, well-known nonprofit 

• Explore whether deeper support for a smaller group could create a more personal connection to the mission 

You can also ask your financial advisor to suggest lesser-known organizations aligned with your interests.  

Using AI as a Research Tool  

Artificial intelligence tools like ChatGPT or Gemini can be surprisingly helpful when you’re evaluating nonprofits.  

For example, you might ask:  

• “What is the difference between Organization A and Organization B?”  

• “What is the financial situation of each organization?”  

In seconds, AI tools can provide comparisons on mission, programs, financial health, and funding needs. This shouldn't serve as a replacement for due diligence, but it can be a powerful and efficient way to narrow your focus before meeting with leadership or board members.  

AI-generated information may be incomplete or outdated and should be independently verified.

Leave Room for the Unexpected  

It’s wise to reserve a portion of your annual giving for unplanned requests, such as fundraisers for friends, sudden community needs, or causes that emerge during the year.  

And if you’ve already committed your funds, it’s perfectly reasonable to say:  

“That’s a wonderful cause. I’ve already allocated my giving for this year, but I’d be happy to consider it next year if you reach out early.”  

Boundaries are part of an intentional strategy, and much how having a strong, documented financial plan in place gives you confidence navigating your entire financial life, formalizing your personal giving strategy can give you confidence you’re making the impact you’re hoping for. 

Bringing the Next Generation into the Conversation  

Philanthropy can be a powerful way to connect across generations. It can also be a source of tension if expectations aren’t acknowledged.  

Historically, older donors have focused on established institutions like education, faith organizations, healthcare systems, and cultural groups. The goal is often long-term stability and institutional strength.  

Younger donors tend to prioritize:  

• Climate and environmental issues  

• Racial and social justice  

• Mental health  

• Local, hands-on community projects  

• Global humanitarian needs  

They often prefer direct giving, often spend time volunteering before donating money, and value clearly defined, trackable impact. Some don’t even like the word philanthropy — they simply talk about giving.  

Bridging Generational Differences in Giving  

There are several meaningful ways families can navigate these differences together:  

• Invite adult children to learn more about the organizations parents support through site visits or conversations with leadership.  

• Hold a facilitated family discussion where each generation shares the causes they care about most.  

• Set aside a portion of family giving for adult children to direct, starting small and growing over time.  

These conversations can deepen relationships, not just distribute dollars.  

Looking Ahead: Trends That Will Shape the Future of Giving  

Over the next 20 years, several forces will reshape philanthropy:  

• Technology and AI will change how nonprofits operate, increasing the need for funding related to systems, data, and cybersecurity.  

• An aging population will shift demand toward services for older adults.  

• Climate-driven migration will strain resources in both departing and receiving regions.  

• Donor-advised funds will continue to grow, especially among younger donors who value flexibility and digital access.  

Understanding these trends can help donors stay thoughtful and adaptive.  

Giving With Intention  

When philanthropy is aligned with your values and planned alongside your broader financial goals, it becomes more than a transaction. It becomes a source of connection, meaning, and joy.  

With intention and reflection, your giving can create real impact — for your community and for you. 

I encourage anyone working with a financial advisor to talk about charitable giving just as intentionally as they talk about investments, retirement, or estate planning. Your past donations hold important clues: when you group them, reflect on them, and articulate a personal mission, patterns often emerge. 

If you’re not already partnering with an advisor, Plancorp works with clients to help connect those values to a thoughtful strategy: one that aligns with the causes you care about, takes advantage of tax-efficient tools, and positions your resources to make a bigger impact over time. 

Most of us recognize the “feel good” moment that comes with giving. What often comes as a surprise is how a bit of reflection and planning can deepen that feeling — turning generosity from a series of one-off decisions into a meaningful, ongoing part of your financial life.  

Betsy Cohen’s participation in this content and podcast was uncompensated. Her views are her own and do not represent a client experience or endorsement of Plancorp’s advisory services.