The way wealthier families in particular are giving to causes is evolving rapidly
Canadian philanthropy is in the midst of a significant shift, driven by changing family dynamics, evolving values, and rising expectations around impact.
According to Danielle Robinson, national director of philanthropic advisory services at BMO Private Wealth, the way Canadians, particularly wealthier families, think about giving today looks very different from even a decade ago.
Robinson has been sharing her expertise with WP and points first to the scale of change that is underway.
“Canadian philanthropy is evolving rapidly. We’re seeing a major intergenerational transfer of wealth, which is reshaping how families approach giving,” she says. “There’s a shift from one-time donations to outcome-focused philanthropy, with more women leading family giving and increased interest in climate action and reconciliation.”
At the same time, tools are changing how donors engage. “Donor advised funds are becoming popular, making it easier for families to give and sustain their impact. Today’s donors want their generosity to be strategic, values-driven, and measurable,” Robinson says. “Philanthropy is evolving. Families are seeking impact that lasts and aligns with their values.”
That desire for measurable impact is also reshaping what donors expect from their advisors. Transparency, accountability, and evidence of results are no longer optional and Robinson emphasizes that credibility starts with clarity.
“Building trust starts with making impact visible. Advisors can leverage philanthropic advisory services to help clients understand the difference their giving makes,” she says. “The most effective giving is guided by a clear strategy and a well-designed granting plan. This ensures donations reflect personal values, maximize social impact, and meet regulatory standards.”
Robinson adds that structure matters: “A strategic plan brings structure, helps prioritize causes, and keeps everyone accountable. Clear goals and visible results build trust and inspire confidence in every gift.”
Generational change is another defining theme with younger family members increasingly involved and bringing different expectations with them.
“Younger donors value authenticity, agency, and urgency,” Robinson explains. “They appreciate co-granting, participatory approaches, and real-time updates. Advisors should encourage clients to involve younger family members early, pilot smaller grants, and use digital check-ins to foster learning and engagement.”
When this happens, she says the benefits extend beyond individual gifts: “When younger voices are heard, giving becomes a family tradition that grows with each generation.”
With so many causes competing for attention, many donors struggle to focus their giving. Robinson advises stepping back before choosing tools or structures.
“Start with values, not vehicles. A brief discovery process to define personal values, lived experiences, and causes of interest can help clients focus. Advisors can create a ‘giving brief’ with clear criteria to narrow choices,” she says. “Starting with small donations or grants allows clients to validate their priorities before scaling up.”
In essence, begin with values, narrow priorities, and validate before expanding.
As donor behavior becomes more explicitly values-driven, Robinson believes purpose must be woven into broader financial planning.
“Purpose should be part of every plan,” she says. “Advisors can integrate giving policies into cash-flow, tax, and investment discussions, timing gifts with liquidity events and matching multi-year commitments to portfolio income.”
The result is durability: “When purpose is embedded in the plan, generosity becomes sustainable and intentional.” Robinson’s advice mirrors traditional wealth management discipline: plan for giving the way you plan for investing, deliberately and over multiple years.
Evaluating charities themselves is another area where donors increasingly expect guidance. Robinson recommends a balanced but thorough approach.
“Encourage clients to assess charities for mission alignment, board independence, strategic planning, audited financials, CRA filings, and a clear track record of outcomes,” says Robinson. “Pair this with a simple grant agreement or memorandum of understanding that outlines fund use, milestones, and reporting requirements.”
The goal is clarity without friction: “This ensures accountability without unnecessary burden. Smart giving starts with strong governance and a clear path to impact.”
Structural choices matter, particularly as donor advised funds gain popularity alongside traditional foundations. Robinson sees both as valuable tools when used appropriately.
“Donor advised funds offer speed, simplicity, and privacy, making them ideal for consolidating year-end gifts or starting a philanthropic legacy,” she says. “Foundations provide more control, public identity, and governance opportunities. Many families begin with a donor-advised fund and transition to a foundation as their purpose and processes mature.”
Moving donors from episodic generosity to sustained impact is another common challenge. Robinson suggests practical steps.
“Help clients set an annual giving budget, commit to multi-year grants in one or two focus areas, and reserve a small pool for seasonal appeals. Donor advised funds can automate giving, while post-holiday reviews can turn generosity into a year-long plan,” she says.
Looking ahead, Robinson sees growing interest in legacy giving that extends beyond traditional bequests.
“We’re seeing endowed funds for long-term impact, gifts of appreciated securities, life insurance strategies, and planned gifts aligned with family values,” she says. “The most effective legacies combine a clear purpose with the right vehicle and a governance plan that endures.”
Finally, Robinson emphasizes that impactful philanthropy is relational, not transactional.
“Treat charities as partners,” she advises. “Offer multi-year, flexible support, schedule learning conversations, and share feedback. “Strong relationships are built on consistency, curiosity, and trust, not just one-time donations. Partnerships with charities thrive on trust, learning, and long-term support.”
