POSITIONING, PROMOTING & RETAINING THE ULTRA HIGH NET WORTH CLIENT/DONORPRESENTED BY: C. RICHARD WEYLMAN, CSP, CPAE

Palm Beach Planned Giving Council

Boca Raton, FL

1. Donor and clients interests have CHANGED.

2. People want to see the RESULTS of their generosity…

3. VENTURE philanthropy is growing rapidly.

THEY:

Give for BUSINESS reasons. Give to FUND a project versus

just making a contribution.

4. The giver/donor/investor needs to be NURTURED to become a lifetime partner…

5. Social IMPACT giving is and will continue to be an increasingly higher calling for donors.

SPECIFICALLY:

Social ENTREPRENEURSHIP. Giving to make a difference, not

just a tax deduction. Donors now give to a CAUSE or

a purpose and less to an organization.

6. Charitable organizations are under increased SCRUTINY.

7. Seasonal residents give to organizations where they are FROM versus where they reside seasonally.

Specifically, they see or hear no BENEFIT to them.

SUCH AS:

Improved property VALUES. Improved SECURITY. Protection of LIFESTYLE. Supporting “local” SOCIAL

infrastructure. Instilling their values in the next

generation.

No benefit = No support

#1 To Position Effectively

WHY should I do business with you or give to your cause/purpose?

QUESTIONS:

Does it CAPTURE a high net worth prospect’s or donor’s attention?

Does it speak to the VALUE…donors or prospects will receive...?

Does it position you and your cause/purpose as IMPORTANT to them?

Is it about your organization or the OUTCOME you seek?

POSITIONING:

helps PLACE you and your cause favorably in the mind of the donor.

guides all of your PROMOTIONAL activities. helps high net worth prospects

UNDERSTAND the impact you’re making… enables you and your charity to be

perceived as the RIGHT place versus “a place.”

Key Points to help clarify your value to high net worth people are:

1. High net worth individuals today decide from their POINT OF VIEW…

2. They want a promise of OUTCOME when deciding to do business with any firm or to give to any cause.

“Why should I do business with you or give to your cause/purpose?”

MANY IN THE ADVISORY SECTOR SAY:

Good service Years of experience Prudent approach to investing Great platform

MANY IN THE FUNDRAISING SECTOR SAY:

An efficient operation Been making a difference for

years We are finding a cure We do more good with your money

But who, how or what is NOT the answer to why I should give or do business!

3. A features or attributes orientation…DOES NOT CONNECT with the mind or emotions of the high net worth prospect or donor!

High net worth individuals only relate to THEIR perspective.

a. What am I able to ACCOMPLISH with you or through you?

b. How can I BENEFIT from doing business with you or giving to your cause?

c. Instead of a features or attribute oriented answer…they want an answer that articulates a high level of OUTCOME that will be acheived.

When You Absolutely Positively Need It There Overnight!

Delivered in 30 minutes or it’s free.

Expect More.Pay less.

Live Life Comfortably.

Clearly, High Net Worth People want a real sense of outcome, NOT a selling proposition laden with facts or attributes about you!

High net worth individuals know the difference between a promise of an outcome and a selling proposition!

So why should I do business or give?

“Creating a more vibrant community where you call home.”

“Securing your values in the next local generation.”

“Help you grow and protect your wealth.”

“Take a personal interest in protecting your financial future.”

A compelling Unique Value Promise as the reason to do business or to give generously prompts them to as the QUESTION, “How do you do that?”

1. It is AUTHENTIC to you and your organization.

2. It captures interest because it is crafted from your best clients’ or donors’ perspective, i.e. what they have ACCOMPLISHED through you.

3. Consequently, it connects FUNCTIONALLY and EMOTIONALLY with prospects and donors.

4. A distinct value promise INSPIRES people to respond and take action.

5. It motivates high net worth individuals to pay for services or give generously because of their perception of VALUE to them…

A Unique Value Promise is created using your BEST CLIENTS’ OR DONORS’ words and phrases…

1. Meet with 8 – 10 of your top clients or donors and ask the, “WHY do they give or do business with you?”

2. Capture their answers VERBATIM, then ask them why is THAT important to you?

3. Spreadsheet each answer to each question and look for COMMON themes or phrases…

4. Craft 2 – 3 potential Unique Vale Promises from THEIR words.

5. After you have 2 – 3 potential promises, call each of those surveyed to choose the ONE they feel best describes what you do for them.

6. Using their best choice, make your Unique Value Promise to capture the INTEREST of new donors and business prospects.

#2 To Position Effectively

ADVERTISING messagesSOCIAL platformsINCOMING voice mail messagesOUTBOUND voice mail messages

Trade show and event SIGNAGENewsletters and COMMUNICATIONS

INVITATIONS to events and activities

All STATIONERY and note cards

And use it to answer the age old question, “What do you do?”

#2 To Retain Ultra High Net Worth Clients and Donors You Must Elevate Their Experience

The greatest challenge to client and donor retention is that they are SATISFIED.

Satisfied clients and donors are loyalty NEUTRAL.

The objective of every individual in the organization should be to transform clients and donors into DELIGHTED advocates.

1. Demonstrate that you CARE about them.

Send PERSONAL thank you notes…

Send PERSONALIZED emails, not generic ones.

2. Show you care and connect with them EMOTIONALLY.

Focus on PERSONAL touches and the little things.

Key is: CULTIVATE the emotional relationship with them.

3. Recognize them for their IMPORTANCE to you and their cause / purpose / objective.

Clear communications that SPEAK to them, not at them.

4. Establish their sense of BELONGING.

Pay attention to the little things as the LITTLE things always lead to bigger things.

5. Ask for their input to reinforce their MEANINGFULNESS.

Send AGENDAS for client/ prospect or donor meetings in advance to help them prepare for the meeting.

The first item on any meeting agenda should always be THINGS they wish to discuss.

6. Deliver the unexpected NEW experience.

Break out of the routine with special events and activities that make them feel part of the “NETWORK.”

In the end realize that your role … is to exceed their EXPECTATIONS at all times.

1. Craft a unique value promise that positions you and your cause/purpose as IMPORTANT to them.

2. Promote your promise RELENTLESSLY and personalize every communication.

3. Elevate your donor and client experience at EVERY interaction.

4. Be WILLING to change how you do things.

5. Be OPEN to new approaches and protocols.

6. Be TRANSPARENT about what you do and how you use gifts.

Create a series of 90-Day plans to help your dealers grow and achieve their goals.

1. It's very important to have a vision for who you could be in the market -- "Dwell in possibility" as Emily Dickinson famously said.

2. What are your key strategies or objectives for the next 90 days to achieve progress? 

3. List out the challenges you will face--extremely important step.

4. Detail the action items, due dates and accountability.

Areas Most Important to Address

We need to…

Action Steps To Proceed (Specifically, How are we  

going to do this?)

Challenges/Obstacles(Yours, Mine Ours)

Accountability?

Person Date

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Use the many resources (several are free) at”

RichardWeylman.com/Resources

“Elevating Business Performance in Today’s Marketplace”