2025 Week 48

Intentional Giving, Enduring Family Impact

by BlogPhilanthropySocial Impact

Intentional Giving, Enduring Family Impact

Philanthropy is no longer an afterthought in estate planning for ultra-wealthy families; it has become a central pillar, reflecting both tax strategy and evolving family values. Charitable giving is now integrated into succession plans and family governance, shaping how wealth is passed down and used.
 
Globally, nearly 1 in 5 ultra-high-net-worth individuals has established a private foundation, rising to almost 30% among those with fortunes over $100 million. In Canada, donor-advised funds (DAFs) and private foundations have grown alongside expanding wealth. As one UK wealth report observed, “Philanthropy has been rising up the agenda for many clients, supported by a new generation. During a major intergenerational transfer of wealth, many younger heirs proactively raise charitable giving as one of the first issues.” Today’s inheritors want their wealth to do good, and they are ensuring estate plans make that possible.
 
With an expanding array of philanthropic tools available, families now have more ways than ever to align giving with their values and create lasting, meaningful impact.

Philanthropic Tools for Lasting Legacy

  1. Donor-Advised Funds: A Popular Vehicle
One of the most popular tools is the Donor-Advised Fund (DAF). A DAF allows donors to make a charitable contribution and receive immediate tax relief while delaying the decision about which charities will ultimately benefit.
 
DAFs have grown rapidly as an alternative to standalone family foundations. Their appeal lies in:

● Flexibility: Families can take time to decide how to best allocate their giving.

● Administrative simplicity: DAFs spare donors the burden of managing a private charity.

● Privacy: Families can choose to give anonymously if they wish.

●  Strategic planning: DAFs make it easy to commit to multi-year grants without creating complex governance structures.

In Canada, both the number of DAF accounts and the assets they hold have risen steadily, reflecting this global trend of “charitable savings accounts” becoming mainstream in wealth planning.
 
2. Private Foundations
 
For families with substantial resources and a desire for a durable public or family-facing presence, private foundations remain a go-to structure. The Weston Family Foundation is one example: in 2023 it had assets of $424 million and made $61.8 million in disbursements. 
However, foundations in Canada must meet a disbursement quota, a requirement that they spend a percentage of their assets each year for charitable purposes.
 
3. Bequests & Lifetime Giving
 
Many families combine lifetime giving with charitable dispositions through their will. Estate planners in Canada often include bequests, designate charities as beneficiaries of RRSPs/RRIFs, or set up charitable trusts. These strategies enable families to take advantage of tax efficiency and guarantee the honour of their charitable intentions after their deaths.
 
When integrated well, these tools allow estate plans to rise above “asset transfers” and become platforms for values, impact, and intergenerational purpose.

Shifting Philosophy of Giving

Beyond the structures, the philosophy of giving itself is evolving. Many UHNW families are taking a more strategic, outcome-focused approach. Family offices increasingly employ philanthropy advisors and impact investment specialists to ensure that donations generate measurable results.
 
Next-generation philanthropists in particular are demanding metrics, transparency, and accountability. As a result, estate plans are beginning to embed charitable objectives directly in governance documents. For example, some family trusts require annual charitable contributions or include provisions to encourage heirs to carry forward the founders’ vision.
 
Lifetime giving is also on the rise. By making significant donations during their lifetimes, wealth holders can both reduce the taxable value of their estates and experience the joy of seeing their philanthropy at work.

Preparing the Next Generation

Philanthropy is also becoming a tool for family engagement and education. Many Canadian UHNW families invite younger members to serve on the boards of their family foundations or oversee specific grantmaking programs. These roles provide both apprenticeship in stewardship and a sense of shared purpose.
 
By involving the rising generation, families prepare heirs for larger responsibilities while reinforcing the values that underlie their wealth.

Closing Thoughts

When Canadians think about estate planning, the conversation often stops at taxes, trusts, and inheritances. But beneath the numbers is a harder question: what do we want this wealth to say about us when we’re no longer here?
 
As you consider your planning, ask yourself: What do I want the next generation to learn about responsibility and generosity from the way my estate is designed? Will they see wealth as something to protect only for themselves or as a tool to strengthen the world around them? These are not easy questions, but they are the ones that turn estate planning into legacy planning.

If these questions are ones your family is beginning to ask, we’d be honoured to explore them with you. Connect with us to explore how thoughtful planning can align your estate with the legacy you want to leave behind.

DISCLAIMER:
 
Cory Gagnon is a Senior Wealth Advisor with Assante Financial Management Ltd. The opinions expressed are those of the author and not necessarily those of Assante Financial Management Ltd. Please contact him at 403 232 8378 or visit https://beaconfamilyoffice.com/ to discuss your particular circumstances prior to acting on the information above. This material is provided for general information, and the opinions expressed and information provided herein are subject to change without notice. Every effort has been made to compile this material from reliable sources; however, no warranty can be made as to its accuracy or completeness. Before acting on the information presented, please seek professional financial advice based on your personal circumstances.
Picture of ABOUT THE AUTHOR

ABOUT THE AUTHOR

As the Senior Wealth Advisor at Beacon Family Office at Assante, Cory Gagnon has supported successful family enterprises to preserve, protect and transition their wealth since 2011.

Cory’s personal objective as a Wealth Advisor is simple. He is committed to supporting families to take control of the areas of their lives that truly matter to them. This commitment revolves around using specific tools and strategies that enable families to take action with confidence which will support them through life’s critical transitions.

Picture of ABOUT THE AUTHOR

ABOUT THE AUTHOR

As the Senior Wealth Advisor at Beacon Family Office at Assante, Cory Gagnon has supported successful family enterprises to preserve, protect and transition their wealth since 2011.

Cory’s personal objective as a Wealth Advisor is simple. He is committed to supporting families to take control of the areas of their lives that truly matter to them. This commitment revolves around using specific tools and strategies that enable families to take action with confidence which will support them through life’s critical transitions.

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Understanding the Tax Implications of Family Gifts and Loans

Impactful Giving: Elevating UHNW Families & Their Philanthropic Goals

by BlogPhilanthropy
Understanding the Tax Implications of Family Gifts and Loans

Impactful Giving: Elevating UHNW Families & Their Philanthropic Goals

Affluent families possess a unique opportunity to shape society’s future through their philanthropic goals and endeavours. The ability to deploy significant funds towards causes you care about is a powerful tool for change. However, the landscape of philanthropy is shifting. Gone are the days when simply writing a check to a favourite charity was enough. Today’s philanthropists are expected to be active participants in driving social change, leveraging their financial resources, influence, networks, and expertise.

To maximise the impact of your family’s philanthropic endeavours, it’s crucial to develop a clear vision of the change you want to see in the world. This vision should be rooted in your family’s values and informed by a deep understanding of the complex issues you aim to address. It should also be flexible enough to adapt to changing circumstances and emerging opportunities.

Building a Lasting Philanthropic Legacy

Creating a lasting impact through your philanthropy starts with clearly identifying your family’s “why” and understanding your core values and how you want to contribute to shaping the world. Start by asking yourselves: What change do we want to see in the world? What values drive our decision-making? How do we want our family to be remembered? Your answers to these questions will shape both the “what” of your giving and the “how.”

For instance, if your core value is empowering others, you might choose to focus on education. But more than that, you might structure your giving to prioritise initiatives that give beneficiaries a voice in program design and implementation. Once you’ve identified your “why,” consider how to engage future generations in your philanthropic efforts. This ensures that your impact continues long after you’re gone. 

To build your philanthropic legacy, spend time reflecting on and articulating your family’s core values and philanthropic goals. Involve younger family members in your philanthropy from an early age, allowing them to develop their own philanthropic identities. Document your philanthropic journey, including successes, failures, and lessons learned, to guide future generations.

Embracing Failure and Uncertainty in Philanthropy

One crucial shift in modern philanthropy is the recognition that failure is inevitable while also being valuable. As a philanthropic family, you must be willing to take calculated risks and learn from setbacks. This approach allows for innovation and the discovery of truly transformative solutions. Consider the case of the Gates Foundation’s initial efforts in education reform. Their first attempts at improving U.S. public schools didn’t yield the expected results. However, instead of abandoning the cause, they used these experiences to refine their approach, leading to more effective programs in the long run.

Embracing uncertainty also means being flexible in your giving strategy. The world is constantly changing, and new challenges emerge regularly. By remaining adaptable and open to new ideas, you can respond more effectively to evolving needs and opportunities. To incorporate this mindset into your family’s philanthropy, set aside a portion of your philanthropic budget for high-risk, high-reward initiatives. Establish clear metrics for success, but be willing to adjust them as you learn. Create a culture of transparency and learning within your family foundation or philanthropic organisation.

Aligning Giving with Family Values

For ultra-high-net-worth (UHNW) families, philanthropy is about creating a lasting legacy that reflects your family’s values and vision for the world. Strategic philanthropy involves aligning your giving with your family’s core beliefs and long-term goals. Start by engaging in meaningful conversations with your family members about what matters most to you collectively. What issues resonate with your family history or personal experiences? What kind of impact do you want to have on the world?

Once you’ve identified your family’s philanthropic priorities, consider how to maximize your impact in these areas. This could entail conducting extensive research to understand the root causes of the issues you care about, identifying gaps in current funding or approaches that your family is uniquely positioned to address, and developing a long-term strategy that transcends annual giving to achieve long-term impact.

The Power of Collaborative Philanthropy

In recent years, a transformative shift has occurred in the world of philanthropy. Forward-thinking families and foundations are increasingly recognizing that even with substantial resources, tackling complex global challenges requires a collaborative approach. This new paradigm of philanthropy emphasises joining forces with other donors, nonprofits, governments, and businesses to amplify impact and drive systemic change.

Consider the success of initiatives like Co-Impact, a collaborative philanthropy platform that brings together donors from around the world to support large-scale social change. By pooling resources and expertise, Co-Impact has been able to make significant strides in areas such as education and healthcare in developing countries. This approach allows individual families to contribute to efforts far larger than what they might achieve alone.

Another example is the Blue Meridian Partners, a partnership of philanthropists working to improve the lives of young people and families in poverty. By collaborating, they’re able to make larger, more targeted investments and provide comprehensive support to high-performance nonprofits.

For your family, embracing collaborative philanthropy might mean:

  1. Seeking out philanthropic networks or giving circles aligned with your values and goals.
  2. Exploring opportunities to co-fund initiatives with other families or foundations.
  3. Using your influence to convene diverse stakeholders around issues you care about.
  4. Invest in building the capacity of your nonprofit partners to collaborate effectively.

By adopting a collaborative approach, your family can leverage its resources more effectively, learn from others, and contribute to solutions that address the root causes of complex social issues. This strategy not only amplifies your impact but also positions your family as a catalyst for collective action in the philanthropic community.

As your family embarks on this philanthropic journey, remember this: As UHNW individuals, you are uniquely positioned to shape our society’s future through your philanthropy. But with this comes a profound responsibility. The question is: How can your family best leverage its resources and influence to create meaningful, lasting change? Are you fully equipped to navigate these challenges and maximise your impact?

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The impact of your decisions will resonate far beyond your lifetimes, shaping the society that future generations will inherit. If you find yourself seeking guidance on your philanthropic journey, Beacon Family Office is here to help. Reach out to us for a consultation.

Picture of ABOUT THE AUTHOR

ABOUT THE AUTHOR

As the Senior Wealth Advisor at Beacon Family Office at Assante, Cory Gagnon has supported successful family enterprises to preserve, protect and transition their wealth since 2011.

Cory’s personal objective as a Wealth Advisor is simple. He is committed to supporting families to take control of the areas of their lives that truly matter to them. This commitment revolves around using specific tools and strategies that enable families to take action with confidence which will support them through life’s critical transitions.

Picture of ABOUT THE AUTHOR

ABOUT THE AUTHOR

As the Senior Wealth Advisor at Beacon Family Office at Assante, Cory Gagnon has supported successful family enterprises to preserve, protect and transition their wealth since 2011.

Cory’s personal objective as a Wealth Advisor is simple. He is committed to supporting families to take control of the areas of their lives that truly matter to them. This commitment revolves around using specific tools and strategies that enable families to take action with confidence which will support them through life’s critical transitions.

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Make a Difference with Giving Tuesday

Raising Heirs with Purpose Through Philanthropy

by BlogLearning DevelopmentPhilanthropyRising GenerationSocial Impact
Make a Difference with Giving Tuesday

Raising Heirs with Purpose Through Philanthropy

For ultra-high-net-worth (UHNW) families aiming to develop responsible leadership in the next generation, raising heirs with a sense of purpose rather than entitlement or family expectations is critical. Instead of simply passing down wealth and influence without guidance, you can intentionally use philanthropy to set the tone for future generations’ involvement in stewardship.  

This intentionality allows your rising generation to gain insight into social issues, understand how their privileges can positively impact others, and develop leadership skills in stewarding family wealth responsibly. With thoughtful guidance and participation, they gain the competence and fulfillment that come from using their privileges to create positive change. By guiding heirs to lead with wisdom and compassion, you equip the next generation to build on the legacies of social responsibility. While this guidance will look different for each UHNW family, the following provides insights for laying the foundation of purposeful philanthropy for the next generation.

Engaging Your Heirs in Philanthropy Early

Exposing your heirs to philanthropic work as they grow up enables them to understand firsthand the power and privilege tied to your wealth, shaping their perspectives on social responsibility early on. Granting them visibility into your family foundation’s grantmaking process, for example,  provides critical education on societal issues and how thoughtful allocation of funds can drive change. This hands-on engagement builds confidence and the fundamental knowledge needed to guide effective philanthropy.

As they move into adulthood, managing subsets of family wealth and deepening their participation in charitable giving better prepares them for the complex decision process that lies before them. Advising on grantee selection, conducting site visits, and monitoring funds teaches analytical and interpersonal skills, which are crucial to their forthcoming executive roles.

Funding Your Rising Generation’s Social Ventures

For heirs demonstrating readiness to spearhead their own philanthropic and social impact projects, providing capital to turn passion into reality offers an unparalleled leadership opportunity. Allocating resources for your heirs to launch or fund ventures aligned with their vision empowers innovation while retaining accountability through governance structures.

Requirements such as quarterly reporting to your family foundation boards build financial and communication abilities vital for helming the family enterprise one day. Win or lose, venture investments give your heirs real-life experience in navigating risk and realizing a concept from ideation to activation—honing entrepreneurial skills that benefit enterprises holding the family’s wealth.

Tying Philanthropy Engagement to Leadership Preparation

With their legacy, reputation, and family wealth at stake, UHNW families must be deliberate in assessing and propelling heirs into governance roles across enterprises. Using philanthropy as a training ground permits “low stakes” evaluation of heirs against key performance indicators correlated with leadership readiness for you.

Those who meet milestones and continue to show interest may then move on to steward higher-value trusts or operational roles within core family enterprises. In this way, strategically linking philanthropy engagement to capability assessments charts a course for qualified and engaged heirs to methodically earn the privilege of upholding the family legacy. It also provides mechanisms for remedial education, if needed. With objective insights into leadership readiness, the outgoing generation can thoughtfully shape the trajectories of purpose-driven heirs.

Measuring integrity, judgment, accountability, and other character qualities in the context of community impact initiatives facilitates an objective analysis of the rising generation’s aptitude for stewarding wealth responsibly. Granting board appointments and oversight responsibilities based on demonstrated temperament and skills creates pathways for the next generation to rise to the occasion.

There may always be the risk of inadvertently endowing your heirs with a sense of entitlement rather than a sense of purpose and accountability. However, with your intention and a clear path to engaging the next generation through philanthropy, you have a greater likelihood of instilling a sense of purpose, dedication, and confidence in them.

Listen to our Legacy Builders Podcast

If you’re curious to learn how to leverage philanthropic impact as leadership preparation for rising generations, connect with Beacon Family Office. Here, we can help you navigate questions such as, “Are your family’s future leaders set up for the purpose of privilege?” and “What will become of your family’s wealth and influence once passed on to the next generation?” To dive into these and other questions, schedule an initial introductory call with us today.

2023 Week 42

What Family Enterprises Must Consider for Philanthropic Ventures

by Asset AllocationBlogPhilanthropy

What Family Enterprises Must Consider for Philanthropic Ventures

For ultra-high-net-worth families, wealth management is deeper than merely accumulating riches, extending far beyond the confines of financial portfolios. It is, in essence, the art of preserving a cherished heritage, a legacy intricately written in a family’s history books. It’s about nurturing and safeguarding the values and principles that have been passed down through generations.

Within wealth management, we often encounter a unique and compelling intersection—that of financial prosperity and philanthropic aspirations. This convergence takes shape within the heart of family enterprises, where the decisions made regarding asset allocation hold the power to not only shape the financial future of the family but also to influence the greater good of society.

Strategic Asset Allocation for Philanthropic Goals

The magic of strategic asset allocation lies in its ability to transform intentions into actions. In the realm of philanthropy, this means leveraging various asset classes to support noble causes. Impact investing, foundations, and donor-advised funds are among a few of the tools that enable families to make a meaningful difference in the communities they serve.

Impact investing, for instance, allows families to invest in projects and companies that align with their philanthropic objectives. It’s not just about financial returns; it’s about the positive societal impact these investments can achieve. The rise of impact investing has ushered in a new era where profit and purpose coexist.

A great example of this is the Gates Foundation. Bill and Melinda Gates founded the organization, and their strategic allocation of resources into fields like global health and education has not only had a significant social impact but has also yielded impressive financial returns. This is a beautiful demonstration that doing good can also mean doing well.

Beyond the Gates’, other real-life case studies further illuminate the possibilities of philanthropic asset allocation. Families like the Buffetts, who have pledged vast fortunes to philanthropic causes, showcase the power of effective asset allocation to create enduring legacies of change. 

It’s easy to assume that philanthropic endeavours must come at the expense of financial returns. However, the reality is quite the opposite. When approached strategically, philanthropy can bolster financial success while advancing social causes. The key to being able to do good through philanthropy while also being able to do financially well is possible when a clear strategy for asset allocation is understood, implemented, and executed upon. This is where philanthropy consultants and financial advisors serve as a resource for families who are driven to give back because of their fortunes, values, and legacy.

Philanthropic Best Practices and Lessons from Family Enterprises

For family enterprises looking to embark on this journey of integrating philanthropy into their asset allocation strategies, there are valuable lessons to be learned from those who have walked this path before.

First and foremost, family values and mission statements should be the North Star guiding asset allocation decisions. These principles serve as a guide, ensuring that wealth creation aligns with the family’s core beliefs and aspirations.

Practicality also plays a crucial role. Effective philanthropic asset allocation requires careful planning and a clear understanding of the desired outcomes. It’s about creating a roadmap that marries financial success with societal impact. Knowing what impact you want your philanthropy to have and why will help guide you in taking the right steps needed to make the greatest impact. 

Finally, it’s essential to look beyond the immediate horizon. Successful family enterprises recognize that philanthropy isn’t just about the present; it’s about building a legacy that transcends generations. By instilling the values of giving back and responsible asset allocation in the family culture, they ensure that their impact endures because of the dedication and internal commitment that each family member holds.

Clearly, the art of asset allocation is not solely about growing a financial portfolio. It’s about preserving a legacy, nurturing family values, and making a lasting impact on society. Philanthropy, when seamlessly integrated into asset allocation, becomes a powerful catalyst for change.

When we consider the stories of families like the Buffetts and the Gates,philanthropic asset allocation is not a trade-off between financial success and societal impact. It’s a harmonious blend of both, showing that we can have substantial wealth while also investing in substantial goods. By following best practices and staying true to clearly defined family values, family enterprises can write their own chapters in the book of enduring legacies.

Listen to our Legacy Builders Podcast

Now, it's your turn. How will your family enterprise use philanthropy as a strategic asset allocation tool to shape a brighter future for generations to come? Connect with the Beacon Family Office, and let us help you further your legacy beyond traditional wealth. Further your legacy of impact and positive change today!

The New Retirement Age

What Every Family Office Should Know When Building a Charitable Giving Strategy

by BlogFinancial PlanningPhilanthropy
The New Retirement Age

When developing a charitable giving strategy, there is a lot to consider as a family office. These factors nurture cohesion, motivates strategic decision-making, and maximizes the impact of their charitable contributions. By carefully considering the following, family offices can adjust to sudden changes in their strategies, stay relevant in their giving, and continue to have the desired impact they’re striving towards.

The Significance of a Shared Family Purpose

To create an effective philanthropic strategy, it is essential to understand the family’s shared motivation for charitable giving. By aligning efforts with your shared value, along with your individual, aspirations, and objectives, the family office can develop a purpose-driven strategy that creates positive change and leaves a lasting legacy.

Having a shared purpose enables your family to develop initiatives that resonate with family members, thereby encouraging more active engagement and participation in philanthropic efforts. This unity strengthens your family ties while magnifying the impact of your strategic giving. Moreover, this shared purpose functions as a compass for strategic decision-making, allowing for greater prioritization of individual causes, selection of appropriate organizations, and achievement of desired outcomes that are consistent with the overarching vision. By remaining loyal to your mission behind the purpose, the family office ensures the continuation of the philanthropic focus throughout the generations. Last but not least, having a shared purpose maximizes the overall effectiveness of the contributions by directing resources toward initiatives that closely align with it, thereby bringing about significant change in the causes and communities you support.

Aligning Charitable Giving with Millennials and Gen Z Family Members

Engaging millennials and Generation Z in your philanthropic strategy is essential for family offices. By aligning these younger generations’ areas of interest, such as civil rights, Environmental, Social and Governance (ESG), immigration, education, health care, and climate change, with the deeper core values of the family, family offices can foster more meaningful engagement and ensure a lasting commitment. Connecting their passions to the family’s fundamental values goes beyond connecting them to the family’s philanthropic values. It connects your legacy to important causes as the world evolves, making your value of giving back have a longer-term impact because it’s relevant.

By aligning their areas of focus with fundamental family values, family offices facilitate intergenerational collaboration, encourage shared decision-making, and strengthen family ties. This inclusion ensures a sustainable commitment by demonstrating the family’s willingness to adapt and evolve while furthering the impact of their charitable contributions by leveraging the unique perspectives, innovative ideas, and passion of your rising generations.

The Future and Your Family Office Charitable Giving Strategy

The development of a family office’s charitable giving strategy is reliant on the ability to envision the future. Family offices should review their philanthropic strategy yearly to account for potential cultural shifts, and legislative updates to ensure it remains relevant. 

This forward-thinking approach enables you to navigate rapidly evolving landscapes, proactively address emerging needs, and develop a strategic giving plan that produces positive lasting change.

By visualizing the future, you will remain flexible enough as it anticipates legal and regulatory changes, which allows you to modify your strategies in order to comply with evolving requirements for family office philanthropic efforts. Looking towards the future also enables your family offices to anticipate emerging trends, thereby positioning you as proactive agents of change, contributing to the formation of a better tomorrow through your legacy. Future family offices can leave a philanthropic legacy that has a lasting impact on future generations.

The Advisor's Role in Supporting Family Philanthropy: Navigating Generational Conversations and Embracing Evolving Strategies

When it comes to philanthropy, there is no one-size-fits-all approach. Your family offices should instead base its approach on the family’s purpose, mission, and interests, with a commitment to reevaluate and adjust as the future transpires. One of the key advantages of engaging an advisor in your family’s philanthropic journey is their unbiased opinion. An experienced advisor brings an external perspective, free from personal biases or emotional attachments, which can often cloud important decision-making. By maintaining objectivity, advisors can ensure that the family’s philanthropic endeavors align with their core values and long-term objectives. The role of an advisor becomes especially crucial in navigating the complex dynamics that emerge within families when it comes to philanthropy. Over time, as the family evolves and generations transition, different perspectives and priorities may arise. An advisor acts as a mediator, facilitating open and constructive conversations among family members. They help bridge the gap between generations by encouraging active participation from all family members, building a sense of shared ownership and mutual respect. By promoting inclusive discussions, advisors create an environment where family members can express their viewpoints, learn from one another, and collectively shape the family’s philanthropic strategies. Their guidance ensures that the evolving needs and aspirations of each family member are considered, to encourage unity and a shared sense of purpose.

Advisors stay well-informed of emerging trends, innovative approaches, and best practices in the philanthropic sector. By continuously monitoring and evaluating the effectiveness of the family’s philanthropic initiatives, advisors help identify opportunities for growth, improvement, and adaptation. They guide families in embracing evolving strategies, ensuring their philanthropy remains impactful and aligned with the changing needs of society. Furthermore, advisors act as a resource, connecting families to networks of like-minded individuals, organizations, and experts in the philanthropic realm, expanding their knowledge and enabling collaboration for greater social change.

Listen to our Legacy Builders Podcast

Just as your family office evolves over time, so should your philanthropic strategy. To ensure your values of philanthropy will be carried on with the rising generations, allow them to contribute to the conversation, advising on causes that align with your larger philanthropic strategy. If you are looking to review your current strategy and goals, book a call with Beacon Family Office for an initial review conversation.