POSITIONING, PROMOTING & RETAINING THE ULTRA HIGH NET WORTH CLIENT/DONOR PRESENTED BY: C. RICHARD...
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Transcript of POSITIONING, PROMOTING & RETAINING THE ULTRA HIGH NET WORTH CLIENT/DONOR PRESENTED BY: C. RICHARD...
POSITIONING, PROMOTING & RETAINING THE ULTRA HIGH NET WORTH CLIENT/DONORPRESENTED BY: C. RICHARD WEYLMAN, CSP, CPAE
Palm Beach Planned Giving Council
Boca Raton, FL
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.
7. Seasonal residents give to organizations where they are FROM versus where they reside seasonally.
SUCH AS:
Improved property VALUES. Improved SECURITY. Protection of LIFESTYLE. Supporting “local” SOCIAL
infrastructure. Instilling their values in the next
generation.
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.”
2. They want a promise of OUTCOME when deciding to do business with any firm or to give to any cause.
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
3. A features or attributes orientation…DOES NOT CONNECT with the mind or emotions of the high net worth prospect or donor!
c. Instead of a features or attribute oriented answer…they want an answer that articulates a high level of OUTCOME that will be acheived.
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!
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?”
2. It captures interest because it is crafted from your best clients’ or donors’ perspective, i.e. what they have ACCOMPLISHED through you.
5. It motivates high net worth individuals to pay for services or give generously because of their perception of VALUE to them…
1. Meet with 8 – 10 of your top clients or donors and ask the, “WHY do they give or do business with you?”
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.
Trade show and event SIGNAGENewsletters and COMMUNICATIONS
INVITATIONS to events and activities
All STATIONERY and note cards
The objective of every individual in the organization should be to transform clients and donors into DELIGHTED advocates.
Send AGENDAS for client/ prospect or donor meetings in advance to help them prepare for the meeting.
Break out of the routine with special events and activities that make them feel part of the “NETWORK.”
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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