Gifting is a beneficial strategy, no matter what type of law you practice. This type of effort can fall under the umbrella of marketing, branding, and business development for lawyers and builds relationships and trust when done correctly. However, your gifting strategy must be well planned and executed, or it could backfire. Here are some tips all law firms should consider when crafting or revamping their law firm gifting strategy covering holidays and gifting throughout the year.
Remember Gift-Giving Rules and Ethics
Before considering what to give clients, attorneys must always decide if they are ethically allowed to provide them. They should refer to the rules of professional conduct that apply to their jurisdiction(s) and any ethical rulings those jurisdictions might have issued about gift-giving.
Regarding client gifting, the American Bar Association’s
Model Rule of Professional Conduct 1.8(e) forbids attorneys from giving “financial assistance to a client in connection with pending or contemplated litigation.” However, it doesn’t address gifts typically given during the holidays.
Various states allow attorneys to provide gifts to clients when they are legitimate and made with “true donative intent.”
When gifting to referral sources,
ABA Model Rule 7.2 permits attorneys to “give nominal gifts” to those recommending the lawyer’s services if the gift is “an expression of appreciation… neither intended nor reasonably expected to be a form of compensation for recommending a lawyer’s services.”
Swag vs. Gifts
While your marketing intuition might tell you to give out your promotional items, such as bags, shirts, pens, or tumblers, as gifts, put on the brakes. Promotional items promote you and your business; they are about you. Authentic gifts aren’t about the gift-giver; they are about the gift-receiver. You wouldn’t hand a client an ad for your business as a gift, so don’t give them a mug promoting your firm and call it a gift. Instead, pair a branded item with thoughtful specialty items – for example, that same mug promoting your firm added to a gift bag along with an origami pour-over coffee dripper and, some freshly roasted coffee beans from your favorite coffee shop and a personalized note from you conveys an entirely different messag
Is it Time to Get Rid of Gift Cards?
You’re busy, and gift cards are easy, so what is the problem with them? Unfortunately, gift cards are impersonal requiring minimal thought and effort, which can lower the perceived value of a gift for your client. Some consider a gift card as something other than a genuine gift since the receiver must get their gift with it. They also often go unused, and you want your gift receiver to use your gift.
If gifting gift cards is the easy button for your law firm, take it to the next level by pairing the gift card with a small related item. For example, maybe your firm provides a gift card to every client when their divorce is final to cover dinner at a local restaurant – pair the gift card with a handwritten note from the attorney and a bottle of wine. Creating thoughtful packaging makes gift-giving a sincere and memorable experience for your client
Choose Lasting Gifts for a Lasting Impression
Gift baskets, chocolates, popcorn, coffee, other consumables, and even gift cards will naturally have a limited shelf life. Once consumed, they’re gone, and the recipient is likely to think little about the gift and the person who gave it down the road.
However, items such as external power packs, museum or zoo memberships, and other items or services that can be used repeatedly hold more value for both the gift receiver and the giver. Each time the recipient uses such a gift, they will probably be reminded about who it came from, further cementing the attorney at the top of the receiver’s mind whenever they hear that someone has a legal issue they handle.
Prioritize Personalized Gifts
Personalized gifts show clients that you took note of something in their lives and went out of your way for them. You didn’t grab or re-gift something in your firm’s back closet, but rather, you got to know them, their family, or their business and took the time to personalize a gift. For example:
Keep the following tips in mind for personalized gifts:
- Choose items that will last a long time, such as glassware, cutting or cheese boards, picture frames, or even desktop infinity calendars. The aim is to get your clients to think of you whenever they use that item. Gifts that last a long time have the best value and can lead to return business or referrals far into the future.
- Use quality customization. Stay away from letter stickers or methods that could quickly wear off. For best results, use etching, embossing, or engraving.
- Ensure the item is something your client or their family will use—a beautifully engraved cheeseboard that doesn’t leave the cupboard won’t fulfill its purpose.
Get Gifting Today
Your firm is missing out if you still need to get a gifting strategy. Take the time to create a strategy that will help your firm’s marketing and client relations efforts. Remember to give ethically and put thought and effort into the gifts you choose.
