Here’s the reality: According to a Charities Aid Foundation survey, fewer than 5% of financial advisors and wealth managers feel comfortable discussing philanthropy with their clients, much less advising them on it.

That should concern us.

In my recent TEDx talk, “5 Ways Your Humanness Can Change the World,” one of the five was simple: give strategically.

I spoke directly to those whose human superpower is making money and I challenged them to lead conversations with their wealth advisors.

The bottom line: If the conversation is going to happen, someone has to start it.

• Nonprofits cannot afford to sit back and hope wealth managers bring philanthropy into the conversation.
  
• If we wait for advisors to initiate it, many of our organizations will slowly wither.
  
• Not because the money isn’t there. But because we didn’t do the relational work required to invite it.

Shifting winds: We are living through the largest transfer of wealth in history. Strategic giving requires strategic relationships, and yet too many nonprofits are still operating as though incremental tweaks will be enough. They won't.

• Fundraising is only as effective as the community is receptive.
  
• And community is not built through louder promotions or more frequent pitches.
  
• It is built through dialogue.

Go deeper: Listening reveals where connection is weakening. Listening shows you what donors care about. Listening helps you demonstrate how their values can live on through your mission.

What they're saying: Donors don’t just want to fund programs.

• They want to belong.
  
• They want to trust the leaders.
  
• They want to see integrity in action.

They want to know their time, talent, and treasure are strengthening something meaningful in the world and that they are better because they are part of it.

If it isn’t clear how your organization is improving the community, they won’t simply “take your word for it.” They won’t feel compelled to stay connected.

And here’s the harder truth: Fundraising results have far less to do with how much you raise this year and far more to do with the relationships you have been building for decades.

• Yes, some estate gifts will arrive from quiet, faithful donors who never asked for attention. That will happen even in organizations that underinvest in stewardship.
  
• But imagine what becomes possible if you don’t leave that to chance.

What comes next: The real opportunity in the "Great Wealth Transfer" isn't about honing your technical skills. It isn’t about planned giving vehicles or complex instruments.

• It’s about getting curious and listening more deeply to the people who hold a significant share of this nation’s wealth and helping them see how the meaning of their lives can continue long after they are gone.
  
• For small and mid-sized nonprofits, this is not a call to add more programs or bigger budgets.
  
• It’s a call to invest in the relationships you already have.

No one is obligated to give to charity. Just as for-profit businesses must create value for customers, nonprofits must create value for their donors and communities.

• We earn trust.
  
• We build belonging.
  
• We show impact.

There is no shortcut around relationship.

Get curious about your donors now. Invite deeper conversations. Align their values with your vision.

Do that consistently, and ten years from now, you won’t be scrambling for relevance. You will be a preeminent force for good in your community.

Wait, and you risk becoming irrelevant.

It’s your choice.