Schwab Charitable®, one of the largest national providers of donor-advised funds (DAFs), has unveiled a major rebranding campaign, renaming itself to DAFgiving360TM for its 25th anniversary. This new brand aims to improve the giving experience for advisors, donors, and the larger philanthropic community by raising awareness of donor-advised funds.
The renaming aligns with the organization’s long-term goal of increasing charitable giving in the US while enhancing stakeholder engagement. The new brand will emphasize:
- Promoting donor-advised funds as a tax-smart and efficient way to make charitable contributions.
- Raising awareness of its role as a stand-alone 501(c)(3) public charity and the benefits it offers, optimizing private contributions as part of comprehensive financial planning.
- Reaffirming the company’s dedication to a holistic giving program centered around DAFs, supporting current donors, advisors, and future philanthropic generations.
Over the last decade, donor-advised funds have grown significantly in popularity, increasing their share of individual giving in the US from about 5% to over 25%. This rise is due to individuals and their financial advisors adopting a strategic approach to charitable giving to maximize philanthropic impact.
Despite the new name and brand, the experience for donors and financial advisors will remain unchanged. Account structures are not being altered. The organization remains committed to making giving as simple and effective as possible. It continually enhances its platform’s features and educational offerings to help donors create comprehensive giving plans that complement their broader wealth and legacy planning.
The rebranding highlights the organization’s crucial role within the wealth planning services offered by financial advisors at Charles Schwab & Co., Inc. and Registered Investment Advisors (RIAs). By leveraging the new brand, these professionals can better serve clients who value philanthropic giving.
The new graphic identity and logo reflect the organization’s focus on advancement and circularity. The logo’s two main components represent ongoing development and the cyclical nature of charitable giving. The color scheme of bright green and elegant blue symbolizes creativity and forward-thinking. The two-color scheme separates “DAF” and “giving360,” emphasizing the platform’s comprehensiveness.
The new logo is complemented by a unique typeface called “DAFgiving Sans,” inspired by elements in the brand’s emblem. This modern typeface balances expressiveness and functionality, creating a cohesive visual identity. The rebranding’s photographic approach highlights movement and growth while maintaining a clear, accurate look across various themes and situations.
As part of its rebranding, the organization has adopted the slogan “Your Giving. Our Commitment.” This catchphrase encapsulates the organization’s dedication to supporting donors on their charitable journeys. The new brand reflects the organization’s progress and readiness to meet the needs of contemporary donors, going beyond a simple cosmetic update.
Since its founding, donors have given approximately $33 billion to nearly 250,000 charities. In 2023 alone, donors made over a million individual gifts totaling a record $6 billion to charities. Driven by the transfer of wealth between generations and the growing interest in impactful giving, the organization has strong momentum to continue making substantial contributions to the philanthropic landscape for the next 25 years and beyond.
With this new brand, the organization aims to establish donor-advised funds as a crucial component of charitable giving. The rebranding initiative underscores the organization’s commitment to providing a seamless and meaningful giving experience, ensuring that everyone can make a difference, regardless of the scale of their charitable goals.
The introduction of DAFgiving360 marks a new chapter in the organization’s history, building on a solid foundation and looking forward to opportunities for growth and influence in the future. With its refreshed image and unwavering dedication to quality, the organization is poised to lead the way in the evolving field of charitable contributions.
