Charitable giving and community sponsorships are a great way for financial advisers and planners to give back to causes they care about.
But if you’ve ever considered taking this approach with your firm, you’ve probably had the same nagging thought as many others before you:
“How do we talk about our charity work without making it seem like we’re just doing it for PR?”
It’s a valid concern. Get it wrong, and the whole thing can feel self-serving.
But get it right, and it:
- Reinforces your values
- Can inspire others to contribute
- Deepens connections with clients and prospects.
So, here are six ways to market your charitable efforts authentically and effectively.
1. Focus on the cause, not your contribution
Instead of leading with “We donated £X to [charity name]”, shift the focus onto what the charity does.
Talk about the impact the charity’s work is making, and why their mission matters to you as a firm. Your role should be a supporting act, not the main event.
✅ “We’re proud to support [charity name] in their mission to [cause]. Here’s how they’re making a difference…”
2. Share stories, not just stats
People connect with stories, not data.
If your firm sponsors a local hospice or funds financial education programs, share real stories of the lives being improved through donations like yours. If you’re worried about privacy, you can use anonymised or charity-approved stories.
And, if you’re supporting a charity because of something that has happened to you personally, share your own story if you feel comfortable doing so.
Not only does this add real emotional weight to the support your firm provides, but it helps clients and prospects get to know you better.
For example, on 11 May, I’m racing the Leeds Half Marathon to raise money for the Motor Neurone Disease Association. As I explain on my JustGiving page, it’s a cause very close to my heart.
✅ Instead of “We’ve donated £X,” say, “Thanks to contributions like ours, [charity name] was able to help [person/story]…”
3. Involve your clients and your community
Your clients might also want to support the causes you care about.
Create opportunities for them to get involved, such as fundraising events, awareness campaigns, or volunteering.
This approach has the added benefit of creating additional touchpoints with you and your clients. Win, win!
✅ “If this cause resonates with you, here are some ways you can help too…”
4. Make it part of your brand, not a one-off
Charitable giving should ideally be an ongoing part of your business plan, not a “one-and-done” event.
Weave charitable activities into your regular marketing output, either as an annual initiative or a long-term regular commitment.
Yardstick clients we produce marketing communications for often note that articles about goings-on within their firm are the most well-read.
✅ Share frequent updates about the charity’s progress, your team’s involvement, and the impact of your support over time. This could be through your monthly newsletter, webinars, or social posts.
5. Let others do the talking
As we’ve always said, showing is better than telling.
So, testimonials from the charities you support can be really powerful.
If your charity partners share their gratitude or mention your involvement in their communications, it can feel more impactful than just shouting about it yourself.
✅ If you feel it’s appropriate, encourage charities to tag you in their updates on social media. Take a photo with the charity’s team next time you’re at their office or hosting an event with them. Or ask for a short testimonial on how support from businesses like yours makes a real difference.
6. Be transparent about your motives
It’s okay to acknowledge that giving back is part of your values and your business.
You don’t need to overexplain or justify it. Just be clear about why the cause matters to you.
✅ “As financial planners, we believe in supporting financial education for young people. That’s why we’ve partnered with [charity name].”
It’s good to give, it’s good to share
Championing a cause you believe in is incredibly rewarding, and marketing those efforts doesn’t need to feel uncomfortable.
The key is to tell stories in the right way, celebrate the impact you’re making, and bring people along for the journey.
But we get it: finding the time to implement these six ideas isn’t easy.
If you need help making sure your charitable efforts get the attention they deserve without losing their authenticity, email hi@theyardstickagency.co.uk or call 0115 896 5300.
We’ll send you our thoughts or set up a no-obligation meeting to discuss how we can support you further.
