Values: The First Step in Strategic Giving

One of the most common patterns I see in philanthropy is not a lack of generosity, but a lack of intention.

Many donors give because they are asked. A friend reaches out. A school sends an appeal. A nonprofit shares a compelling story. A fundraiser presents a need. The gift is made with good intentions, but without being mapped back to core values or a longer-term vision for family legacy. Over time, this can lead to fatigue, confusion, and a sense that giving is reactive rather than meaningful.

Strategic philanthropy begins earlier than nonprofit selection. It begins with values.

As a philanthropic advisor, the very first thing I do with clients is help them understand what truly matters to them and how those values can guide giving decisions with clarity and confidence year after year.

Giving Without Values Creates Noise

When values are not clearly defined, every request feels equally important. Donors find themselves supporting many causes without a clear sense of why, or how those gifts fit together. This is especially common among generous families who care deeply about their communities but have never paused to articulate what they stand for as donors or as part of their family legacy.

This is not a failure of generosity. It is simply an absence of structure.

Values give philanthropy a filter. They make it easier to say yes with confidence and, just as importantly, to say no without guilt.

The Values Exercise I Use With Clients

With clients, I use a structured values grid adapted from design-thinking work out of Stanford. The purpose is not to label values perfectly, but to surface priorities, tensions, and alignment in a thoughtful way. Clients identify values that resonate deeply, core values, and values they aspire to.

This approach allows individuals and families to see where values overlap, where they differ, and where growth may be intentional. The grid itself is simply a tool. The real value comes from the conversation it creates.

For the purposes of this post, the most important part is not the grid itself, but the questions behind it.

Questions That Surface Core Values

I often ask clients to reflect on questions such as:

• What opportunities or acts of generosity helped shape your life?

• What injustices or gaps consistently bother you?

• What do you want to see more of in the world?

• What do you want to see less of?

• What would make you proud if your children or community knew this was what you supported?

• If you could solve one problem in your city or region, what would it be?

  
  

From these reflections, most donors can identify five to seven values, and then narrow them to a top three. These become the anchors for future giving decisions.

Family Values and Legacy Alignment

Values work becomes even more important when philanthropy involves families.

I have worked with couples who discover they have very different philanthropic priorities, and with families where generational values vary widely. Often, these differences exist long before philanthropy enters the conversation. Giving simply brings them to the surface.

Avoiding these conversations does not eliminate tension. It only postpones it.

Values mapping creates a safe and structured way to surface differences early, before conflict arises around large gifts, foundations, or estate plans. When done well, it strengthens family legacy rather than fragmenting it.

For families, I often pair the values grid with values cards. Each person sorts cards individually before discussing them together. This approach levels the playing field, allows quieter voices to participate, and helps families identify both shared values and meaningful differences without forcing consensus.

Translating Values Into Outcomes

Values alone are still too broad to guide giving. The next step is translating values into outcomes.

For example:

• If you value education, does that mean access, excellence, innovation, or equity?

• If you value community, does that mean stability, belonging, health, or opportunity?

• If you value innovation, are you drawn to research, pilot programs, or early-stage solutions?

  
  

One value that comes up frequently is family, and I often hear that “philanthropy starts at home.”

When family is a core value, donors may ask:

• How do we involve our children in giving decisions?

• How do we model generosity without obligation?

• How do we balance caring for our own family with supporting others?

• How does our giving reflect the values we hope to pass down?

• How can we craft giving vehicles that support the organizations we care for while also creating income or shielding assets for our family?

Giving Preferences Further Shape Decisions

Values and outcomes guide what you care about. Giving preferences guide how you act on those values.

Important questions include:

• Do you prefer to give locally, nationally, or globally?

• Do you want to support many organizations or focus deeply on a few?

• Do you prefer short-term impact or long-term commitments?

• Do you want to fund direct services, root causes, or innovation?

• How do recognition and anonymity factor into your decisions?

These preferences further narrow the field and help identify organizations that truly align with both values and style.

From Values to Causes to Organizations

Only after values, outcomes, and preferences are clear does organization selection make sense.

At this stage, nonprofit research tools, community foundations, and trusted advisors become helpful. They provide data and insight, but they work best when guided by a clear strategy.

This is where philanthropic advising adds the most value. Interpretation matters more than information.

Why This Work Matters

When values are clear, giving becomes simpler. Decisions feel grounded. Families feel aligned. Legacy becomes intentional.

Strategic philanthropy is not about giving more. It is about giving with clarity, confidence, and purpose.

Values are the first step.

If you are ready to bring more clarity and intention to your giving, Jonesing for Good works with individuals and families to align values, strategy, and impact in a way that feels thoughtful and sustainable.