For those of us working in fundraising, we often see ourselves looking at the same names - be they individuals or foundations. We feel like we’ve turned every stone, only to return to the same list of people and organizations time and again.

All not-for-profits bear the responsibility of finding new major donors just as for-profit businesses must continually seek out new clients. We all get that, I know. Major donors rarely just appear one day on your doorstep asking if they can write your organization a cheque. We are all making efforts to move smaller and monthly donors up the donation ladder, but it`s no easy feat. This is when we need to go to a new source – a new source with a much deeper well. Where is this well, you ask? The great news is that there are several wells and you don’t have to go too far afield to find them!

Highly qualified Financial Planners and Wealth Advisors who deliver full financial plans for their clients are key influencers who can help you gain access to wealth that may not otherwise find its way to your organization. These professionals are having deeply personal conversations with your potential donors regarding not only financial matters, but also regarding the legacy they wish to leave behind.

It is often assumed that individuals approach their Financial Advisors with their goals neatly sorted, tidily packaged and tied with a ribbon. Not so, my friends. This is rarely the case.

An experienced, thorough advisor will spend time, sometimes over the course of several meetings, with their clients getting to know them, their values and their passions. In many instance, the client has not given any time or thought to these deep life questions prior to meeting their advisor which places the professional in a position of great influence. Whether or not their client has the financial means to afford leaving a lasting legacy based on their projected savings, a strategy that can be explored and is often used for tax planning purposes, is the purchase of an insurance policy to fund their legacy gift.

Getting to know highly regarded advisors in your community is crucial to finding new donors to your cause. Perhaps surprisingly, it is not rare for individuals who know they will have estate residue to not know where to gift it. Who better to advise them on this than their financial advisor?

This is where development teams need to act:

1. Make a short list of the most influential and most reputable financial advisors in our area.
2. Pick up the phone and set meetings with them. Easier said than done you say? In fact, probably so. Financial advisors want to want to be armed with information that can help them educate their clients and you can do just that.
3. Lastly, but most importantly, prepare a compelling story for your meeting with your new centre of influence. Prepare to have a passionate discussion to educate your new connection. Be cautious that you avoid making a pitch. Your meeting purpose is solely to educate and inform.

Success warning: Don't be surprised if your keen storytelling skills work so well that you walk away with a gift from your new friend and ambassador. Financial Planners and Wealth Advisors can be an important ally.

Julie MacBain works in prospect research but spent 15 years in the financial services sector. She is a graduate of Queen's University, holds Personal Financial Planning and Retirement Plans Associate designations.

Credits - Pen image Can Stock Photo / alexskopje , Family image Can Stock Photo / gajdamak