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Foundations no longer compete only in the philanthropic market, they compete in the wealth management market.
GivingNet has been conducting research in the areas of professional advisor and financial institutions marketing since its inception in 2000. From 2004-2007, with generous funding from the Skoll Foundation, Baton Rouge Area Foundation, The Cleveland Foundation, Foundation For The Carolinas and Marin Community Foundation, GivingNet conducted the Financial Institutions Marketing Initiative (FIMI)--a direct and market-driven response to changes and forces in the philanthropic marketplace and within the community foundation field that have resulted in both a need and an opportunity for foundations to partner with professional advisors and financial institutions.
As part of its efforts in this area, GivingNet also collaborated with the Community Foundations Leadership Team of the Council on Foundations in an effort called the National Marketing Action Team, to produce materials to support community foundations in these types of marketing activities.
Of particular note are two sets of resources to support advisor and financial institutions marketing efforts (both available at www.cfmarketplace.org):
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Advanced Professional Advisor Marketing: Becoming a Trusted Advisor
 The goal of professional advisors and of community foundations alike is to become the "trusted advisor" of the clients they are serving. This goes far beyond just attracting donors or clients and getting their "foot in the door." Becoming a trusted advisor requires developing a true and strong relationship with clients, and consistently providing, over a long period of time, high quality service in a client-centered manner. Download the paper below. | |
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