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On Philanthropy, Here’s What Clients Want (and Don’t Get) From Advisors

July 25, 2018

This article was featured in ThinkAdvisor

理财顾问和他们富有的客户正在更频繁地谈论慈善事业, 但顾问们仍然无法完全理解客户的动机和对慈善捐赠的犹豫, U.S. Trust reported Thursday.

study by U.S. Trust and The Philanthropic Initiative found, for example, 许多顾问低估了他们的客户在咨询关系的早期讨论慈善事业的愿望,并高估了税收优惠作为捐赠动机的重要性.

Still, 客户认为顾问是慈善信息的重要来源, second only to their spouse or partner, the study found.

慈善捐赠是个人或家庭财富经历的一个重要方面, and the role of the advisor is correspondingly so,” Ann Limberg, head of philanthropic solutions and family office at U.S. Trust, said in a statement.

“Therefore, the better advisors are at addressing their clients’ philanthropic needs, 他们就更有可能加强与客户的关系,发展自己的业务.”

该研究的发现基于凤凰国际营销公司5月份对314名理财顾问进行的一项在线调查,其中包括理财顾问, trust and estate attorneys, 会计师和其他税务专业人员——以及103名可投资资产在300万美元以上、积极参与慈善捐赠的个人.

调查中有91%的顾问表示,与客户讨论慈善捐赠很重要, and 53% said it was very important to do so.

80%的顾问会向客户询问慈善方面的问题, compared with 71% who did so in an initial survey conducted in 2013.

绝大多数顾问表示,他们与一些客户讨论了慈善问题, and four in 10 discussed it with a majority of their clients.

调查发现,顾问们发起的慈善对话涉及各种技术话题, such as tax benefits and estate planning, and personal topics, such as passions and goals, which align to clients’ reported preferences.

在与顾问讨论慈善问题的客户中,76%的人认为他们的顾问讨论个人价值和慈善目标的能力很强, up from 63% in 2013.

“Clients rely heavily on their advisors for guidance with their giving,” Claire Costello, national philanthropic practice executive for U.S. Trust, said in the statement.

顾问以一种有意义的方式进行这些对话——关注个人目标、热情以及捐赠的技术性方面——更有可能在满足客户的慈善需求的同时,也发展他们的业务.”

The Value of Advice

According to the study, advisors correctly gauge high-net-worth clients’ chief motivations for giving, namely, passion for a cause, effect on the community and a desire to give back.

However, 他们将减税和提高家族声誉或企业的重要性误解为动机.

该研究考察了2017年税收改革对捐赠水平的潜在影响,发现只有7%的捐赠者计划减少捐赠, compared with 16% of advisors who anticipated a reduction from clients.

在谈到客户对慈善捐款的担忧时,顾问们也没有抓住问题的关键. Clients reported several barriers, 比如缺乏与非营利组织的联系,担心礼物没有被明智地使用.

For their part, 顾问们认为,客户犹豫不决的主要原因在于财富保存问题, including not having enough money for themselves or their heirs.

Ellen Remmer, a senior partner with The Philanthropic Initiative, 在声明中指出,顾问对客户动机和提供帮助的障碍的误解“可能会导致错失机会——对于那些可能没有得到他们所寻求的支持的客户,以及可能无法加深和保持客户关系的顾问。.”

调查发现,富裕的个人在向顾问咨询他们的慈善事业时,他们的捐赠更有条理, and their discussions can enhance the perceived value of the advisor.

调查中有五分之二的人表示,他们更有可能选择一位了解慈善捐赠的顾问, 53%的人更看重顾问提供的信息,而这些顾问本身就是慈善人士.

In addition, 59%的客户说,他们希望他们的顾问为他们的复杂慈善需求推荐另一位专业人士,这超出了他们的顾问的能力.

在接受调查的顾问中,有四分之三的人表示,与客户进行慈善讨论对他们的底线产生了影响. These conversations have helped 60% of advisors to establish new clients, 74%用于加深现有关系,63%用于与客户的大家庭建立关系.

Opportunities for Advisors

尽管调查中有54%的富人表示,他们对与顾问的慈善讨论感到满意, only 45% purported to be fully satisfied.

这项研究确定了许多顾问可以改善对话的方法.

Timing is one. 超过80%的理财顾问表示,他们会等到对客户的财务状况或个人生活有了详细了解后再讨论慈善问题, 而大多数的客户说他们想在第一次会面或前几次会面中进行慈善对话.

A more balanced initial conversation is another. 调查发现,正在进行的慈善对话倾向于技术话题而非个人话题.

顾问还可以提高他们的知识和使用结构化的捐赠工具. 只有53%的顾问认为自己非常熟悉慈善信托, 42% with donor-advised funds and 38% with private foundations.

Likewise with nonprofit organizations. 调查发现,顾问对非营利组织知识的自我评价与客户对他们知识的认知存在差距.

 

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