Use one of the fastest growing services to your advantage.

Two of the most sought-after markets for advisors—wealthy couples planning their estates and high-income millennials—value one service more than most other groups: philanthropy.

Many holistic wealth advisors offer philanthropic and charitable giving services as new technologies enable the administration of tools like donor-advised funds and foundations, which is why it’s one of the fastest growing services in the industry. Still, few IAs are using these capabilities to help maximize growth. So here are a few ways to better position your practice, and the unexpected advantages of doing so.

Present philanthropy in your core brand items.

Make sure your website and introductory brand collateral highlight your philanthropic services within the first few seconds. This helps ensure new referrals or organic leads (like those who are searching questions on the web) see that you have this area of focus.

Use philanthropic case studies in prospect meetings.  

Case studies allow you to spell out the value of services like charitable giving, and the ways in which you deliver them better. Present chronologically the impact of your unique approach—not just what you do, but how it benefitted a client in a real-world context.

Introduce philanthropy questions in your discovery meetings.

As early in your process as your initial info gathering, introduce the topic of philanthropy. As you learn more about your prospective client’s charitable values, explain how they factor into your comprehensive wealth process and the capabilities you have to fulfill them.

Talking with prospects about how they will share their wealth (not just invest it or grow it), can help build trust that your interests and abilities are aligned with deeper priorities than just quarterly returns. This helps set the tone for the kind of relationship that yields a deeper loyalty and more referrals over the long term.