Rethinking Charitable Giving

Advisors are no strangers to charitable giving—helping clients support causes they care about while reaping tax benefits. But what if I told you there’s a way for you, the caring financial advisor, to attract more high-net-worth prospects and enjoy more meaning in your life? It all starts with a simple concept: Your "generosity purpose."

A generosity purpose aligns your business with a cause you care deeply about. It’s more than writing a check—it’s about righting a wrong you see in the world. When you connect your business to a higher purpose, not only do you experience more fulfillment, but high-net-worth prospects are also drawn to you. They don’t just want an advisor—they want an advisor who’s making a difference.

How $75 changed my life

I was a 26-year-old rookie in the financial world, with no country club membership or well-heeled connections to help me get ahead. But I had something just as valuable: a passion for investing in young people. One day, I realized that no successful business people ever came back to my high school to offer words of encouragement. It bugged me, so I decided to change it.

I started a “Student and Teacher of the Month” program. For just $75 a month, I handed out a $25 gift card to a student and a $50 gift card to a teacher. It felt great. I wasn’t just building a business; I was investing in my community.

What happened next I didn't see coming.

The words that saunched a multi-million dollar business

After a few months, I got a call that changed my perspective. A woman reached out after seeing my picture in the local paper. She said, “You care about what we care about, and we want to work with you.” She and her husband became my first million-dollar account. They didn’t hire me because I had the sharpest financial mind or the biggest Rolodex. They hired me because I cared.

Over the years, more people called, not just because I was good at what I did, but because they saw me supporting a cause that resonated with them. As a financial advisor, it’s easy to get caught up in returns, but it’s your purpose that gets people talking. And once people start talking, your business starts growing.

More money is not bad

Now, I know what you might be thinking. “Derrick, am I a bad person for wanting to make more money?” Spoiler alert: No, you’re not. More money is a good thing. Especially when it’s tied to a cause that motivates you.

Here’s the real question: Should the wealth be in the hands of good people or bad people? When you align your business with a higher purpose, making more money means you can do more good. And here’s the kicker—clients love it. Your generosity becomes a magnet that attracts more high-net-worth prospects, and it’s what keeps your clients loyal for the long haul.

So, go ahead, and make more money. It’s better for everyone.

How to implement your generosity purpose

You don’t need to start big to make a big impact. Remember, my $75 idea changed everything. Find something that matters to you and take action. It could be a local charity, a cause you’re passionate about, or even something that hits close to home. The key is to start.

Once you start giving back, people will notice. Whether you keep it private as a personal motivator or go public with it as part of your business strategy, your generosity purpose will drive growth.

The Impact on your business

A generosity purpose does more than just make you feel good. It creates loyalty and turns clients into raving referral sources. When clients see that you care about something bigger than just managing their money, they’ll want to be part of your story.

It’s also a powerful way to attract and retain top talent. Employees want to work for a company that’s making an impact. When your team sees the good you’re doing, they’ll be motivated to stay and help your business grow.

Take action

Here’s the one big idea I want you to take away: By connecting meaning to your money, you will make a lot more of it. And just imagine the feeling of serving more clients who love you—not just because you’re good with numbers, but because of the impact you’re making in the community.

Let’s take action together:

1. Write down your generosity purpose.
2. Will you use it privately to motivate yourself, or publicly to grow your business?
3. Set a deadline to start.

Remember: When you align your business with a purpose, you’ll not only experience more meaning but also make more money. And that, my friend, is a win-win for everyone.

Derrick Kinney is a best-selling author, podcast host, and financial advisor who speaks on how to attract more high-net-worth clients to grow advisory business. Learn more at SuccessforAdvisors.com.