What if one of the most valuable assets in your business isn’t on the balance sheet at all? In Part 2 of this special series on advanced charitable planning, Money to Give host Rick Peck sits down again with Randy Fox to explore the often-overlooked concept of personal goodwill and how it can become a powerful philanthropic planning tool during the sale of a business. Randy breaks down the difference between enterprise goodwill and personal goodwill while explaining how reputation, relationships, trust, and personal branding can carry significant financial value in a transaction.

Throughout the conversation, Randy shares how business owners may be able to separate personal goodwill from a business sale and strategically direct it toward charitable vehicles like donor-advised funds, charitable remainder trusts, pooled income funds, and private foundations. He also explains why timing is critical, how proper planning can reduce capital gains taxes, and why sophisticated buyers are often willing to structure transactions around these strategies. This episode offers a fascinating look at how thoughtful charitable planning can turn years of hard-earned reputation and business success into a lasting philanthropic legacy.



Contact Rick Peck:
Website: https://www.thephilanthropyguy.com
Email: [email protected]
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Contact Randy Fox:
Website: twohawksfos.com
Email: [email protected]