Showing your appreciation to your top clients may seem like a daunting task, but it doesn’t take a large marketing budget to leave a great impression, says Cynthia Richards, president of Event Spectrum Inc. in Toronto.

In fact, Richards says that hosting a client appreciation event that revolves around a charitable activity often resonates with high net worth clients.

“We have seen some huge success when bringing clients together with a philanthropic activity,” says Richards. “Regardless of their portfolio size, everybody leaves these events feeling good about what the event accomplishes.”

Many high net worth clients are already involved with charitable organizations, and setting up a philanthropic event for them can result in a much more rewarding experience than a traditional client appreciation event.

For example, you could arrange for small groups of clients to spend a day volunteering at a local soup kitchen or decorating a homeless shelter for the holidays. Advisors could also arrange for certain clients to sponsor a family or work with Meals on Wheels. For larger groups, Richards suggests gathering clients together to assemble care packages for a children’s hospital or an overseas organization.

If you do want to allocate some dollars for a specific client, offering a top client the experience of a lifetime will make you stand out, says Sara Gilbert, a business consultant with Montreal-based Strategist Business Development.

“Allowing a client the opportunity to ride in a Formula One race car, or spend a day recording music with their favourite musician are experiences that are more client-specific and the experiences should be one-off events for these clients,” Gilbert says. “It’s a unique experience, so you won’t have to do it every year to have an impact.”

Drew Robertson, marketing director for Investors Group in Atlantic Canada, started planning songwriter circles in 2013. The exclusive event allows advisors to invite their top clients for an intimate evening with a well-known musician in the area.

“We set up the talent at the center of the room and have small round tables all around the stage,” says Robertson. “Attendees are able to hear the musician talk about their career, the inspiration behind certain songs and working with other well known artists. “

Unlike a large gala event, to which advisors invite all of their clients, the songwriter circle events are much more intimate, and are typically used exclusively for high net worth attendees. Robertson has organized similar events that cater to various client interests, including evenings with professional athletes, Hollywood cinematographers and famous interior decorators.

“With the events being entertainment-based, it’s common for a client to often request a second pair [of tickets] for friends or family, which feeds into our referral system as well,” says Robertson. “Clients are happier to receive an invitation to an event they find personally interesting.”

Business coaches suggest the following tips for ensuring your client appreciation event goes smoothly:

  • Do not link a sales pitch to the event
  • Plan a budget and stick to it
  • Make sure the event allows some time for mingling with attendees
  • Consider using an event planner or concierge
  • Include your team in the process
  • Follow up after the event with all clients who were invited – even the ones who couldn’t make it.


This is the second article in a three-part series on client appreciation.

Next: Choosing appropriate gifts for your clients.