An Introduction to DAF Day—And Why Advisors Should Pay Attention

Mitch Stein, Head of Strategy, Chariot

Philanthropy plays an important role in how many clients think about their wealth and legacy. When advisors connect that giving to broader financial goals, it often leads to deeper conversations and stronger relationships.

Donor-advised funds (DAFs) are one of the easiest ways to bring this giving mindset into that picture. Clients can contribute cash, stock, or other appreciated assets, receive an immediate deduction, and then recommend grants to any qualified nonprofit over time. DAFs give clients a flexible, tax-advantaged account for charitable giving and provide advisors an entry point into discussions about philanthropy.

In recent years, the use of DAFs has grown quickly. Yet many clients and advisors are still learning how to include them in financial planning. That’s what makes the holiday, DAF Day, so important: it’s a dedicated moment each year to draw attention to these accounts and encourage broader use.

What is DAF Day?

DAF Day is an annual awareness holiday that occurs on the second Thursday of October (in 2025 it’s on October 9). It was launched in 2024 by Chariot, the makers of DAFpay, as a coordinated effort to bring more visibility to DAFs.

Why was DAF Day Created?

DAF Day came about as donor-advised funds were growing quickly, but still not widely understood or used to their full potential.

Awareness: Less than 18% of US adults know what a DAF is.
Opportunity for usage: More than $250 billion are currently committed to giving in DAF accounts, but many fund holders are continuing to give outside their DAF and underutilize these funds. DAF Day serves as a nudge to remind fundholders that these resources can be put to work for the organizations they care about.
Collective visibility: By rallying thousands of nonprofits, dozens of DAF providers, numerous fundraising platforms across industries, DAF Day creates a world-wide moment of ‘giving’ through DAFs.
Ease of Use: Historically, DAF grants required multiple, tedious steps. With tools like DAFpay, donors can now complete their DAF giving in 3 clicks and be included in the day’s total impact in real time.

Who Participates in DAF Day?

DAF Day drew a wide circle in its first year.

Donors: Any DAF holder can recommend a grant to any qualified nonprofit.
Nonprofits: More than 1,200 joined in 2024; several thousand are participating in 2025.
DAF providers: Dozens officially participating in 2025, spanning community foundations, financial institutions, and fintechs.

For advisors, the breadth and growth of that participation matters. It shows that DAF Day has momentum, creating an easy opening to raise the topic with clients and position yourself as a proactive partner in their philanthropic planning.

The Results of DAF Day 2024

The first DAF Day showed how powerful a coordinated effort can be:

A DAF provider called the Donor’s Fund saw their daily giving increase by 4x on DAF Day, which equated to $3m surge
Planned Parenthood reported a 63% increase in DAF Revenue in October compared to the prior year
The digital-first provider Daffy recorded some of the clearest signals:
- A 40% increase in new account creation compared to a typical week.
- Daily grant volume quadrupled relative to the September average.
3 times more DAFpay gifts on DAF Day vs all of September.

Why Advisors Should ‘Invest’ in DAF Day

The momentum from the first DAF Day points to a broader opportunity for advisors as:

A built-in conversation starter. Clients want philanthropy to be part of the discussion. DAF Day gives advisors an organic, timely reason to raise it.
Part of Q4 engagement. By October, most advisors are already talking about taxes, year-end planning, and cash flow. DAF Day fits neatly into that calendar, making philanthropy feel like part of the process rather than an add-on.
A moment for family conversations. DAF Day often prompts clients to involve spouses or children in giving, creating openings for advisors to build ties across the entire family.
A chance to stand out. Few advisors initiate conversations about philanthropy proactively. DAF Day is an opportunity for advisors to show they are attuned to matching current financial trends with their clients values.

How Advisors Can Start the DAF Day Conversation

Raising awareness about DAF Day doesn’t need to require a campaign. Advisors can begin with some simple steps.

Mark the calendar: Note the second Thursday of October ( October 9 in 2025) as an annual client engagement opportunity to discuss DAFs.
Segment your clients: Identify which clients already have DAFs. This is the primary group to engage.
Light-touch outreach: A short email or a mention in a meeting can go a long way. A quick note like “DAF Day is coming up. Many clients use it as a time to make grants or contributions. Would you like to discuss how this fits into your year-end plans,” keeps DAFs at the forefront of the conversation.
Educate your clients: For clients without a DAF, use the day as a reason to introduce the concept: how a DAF works, tax advantages, and how it supports family giving.
Tie to planning: Align DAF conversations with other year-end financial planning conversations.

Join the Giving Tuesday for DAFs

DAF Day is still new, but it’s already shown how a simple idea can bring more attention to donor-advised funds.

As DAFs grow, these conversations will matter more. Advisors who use moments like DAF Day to begin them are better positioned to build lasting ties with clients and their families.

Want to learn more about DAF Day? Visit DAFDay.com as we prepare for our most impactful day of giving. We hope you’ll be a part of it!