Support the Causes Your Clients Do

Image Copyright Matthew Homann. All Rights Reserved.

Several years ago, I was facilitating a retreat for a large Atlanta law firm. During one of our business development exercises, I heard an older lawyer tell a group of new partners, “You don’t know your clients unless you know the name of their dog.”

His advice has always stuck with me, but upon reflection it seemed to me better advice would have been to not only know your clients’ pets but to know their “pet projects” as well — the community organizations, charity, civic group or volunteer events they care about and support.

If its not obvious from the plaques, certificates of appreciation, etc. on their office walls the causes they support, ask them. Armed with this knowledge, here are a few things you can do:

• Get on the group’s mailing list, so you’ll always know how you can help.
• Donate money or goods to the cause’s auction in your client’s name.
• Instead of spending your time entertaining your clients, spend that time volunteering with them in support of their cause. You’ll get the same one-on-one time, but will be helping out those in need. As a extra bonus, you’ll likely meet several of your client’s peers.
• Find out what is the most pressing issue facing the organization (or its members), and offer to give a seminar to help them understand it better.
• Donate a percentage of that client’s fees to their cause as your holiday gift the client.

Your clients will not only appreciate your interest in their cause, but you might gain an interest in theirs. When that happens, everybody wins.

Originally published at www.nonbillablehour.com on January 2, 2010.