- Monday 15 December 2025
Last week I was lucky enough to be able to make some decisions on charitable giving, both through our business and also on a personal level (in lieu of presents I don’t need!)
It made me reflect that, while conversations can often turn toward generosity this time of year - supporting a local club, contributing to a charity appeal, helping a neighbour, or quietly assisting family – we often forget to ask whether we are giving in a way that reflects what really matters to us.
From a behavioural-finance perspective, charitable giving is one of the most interesting financial decisions we make. It is rarely ‘optimised’ or data driven. Instead, it is guided by emotion, values, connection, and often habit. And like all habits, our approach to giving can drift out of alignment with what we care about most.
The Difference between ‘Reactive’ and ‘Intentional’ Giving
Most of us give reactively without realising it: A child standing at the checkout of Dunnes with a bucket; a friend doing a charity cycle; a campaign on the Late Late Toy Show; a direct debit that rolls over because it has always been there.
There is nothing wrong with this kind of giving. But behavioural science shows that when giving becomes reactive, two things happen:
- We don’t always feel the impact, because the decision is scattered.
- We underestimate how much we give overall, which can cause hesitation or worry when larger opportunities arise.
On the other hand, intentional giving looks different. It begins with questions rather than chequebooks:
- What causes genuinely matter to me and my family?
- Do I want my giving to be local, global, or a mix?
- Do I prefer to support fewer organisations but more meaningfully?
- Is my giving aligned my finances, or is it something separate?
These are not tax questions. They are values questions. And answering them reduces noise, increases confidence, and brings a sense of purpose to decisions that can otherwise feel ad hoc.
Irish households are remarkably generous and generally quietly so. There is no culture of announcing donations, no expectation of naming rights. Most giving here happens privately, often within families or communities, and often without linking the decision to one’s broader financial picture.
But one of the most constructive conversations we have with clients at this time of year is this:
“If giving is an important part of your life, should it also be an intentional part of your financial plan?”
Not to change how much you give. Not to complicate it.
But simply to make sure your giving reflects your values and fits comfortably within the long-term plan you have worked so hard to build.
A Seasonal Opportunity
The end of the year is a natural moment to pause and reflect:
- Did my giving this year reflect what matters to me?
- Would I like to be more intentional in 2026?
- Is there a cause, family support, or community initiative I would like to prioritise?
- Should I create a simple structure - an annual amount, a short list of causes, or a family conversation to make next year’s giving clearer and more meaningful?
None of this requires complex strategy. But it does require stepping back from the reactive pattern that most of us fall into during the year.
A Final Thought
Money is often talked about in terms of accumulation, return, and protection. But at its core, financial planning is about living a life consistent with your values. For many people, generosity is one of those values.
By giving with intention, rather than impulse, we create not only greater clarity but also greater satisfaction. The act of giving becomes part of a larger story: one where our financial decisions support the life we want to lead, and the impact we want to have.
In Curran Futures we have the expertise and experience to help clients create more intentional giving. This can range from including charity into cashflow models, setting out tax efficient options for estate planning or even creating philanthropic entities. Speak to us at any time if you would like to explore this topic further.
