Monica Osborne, owner of an all-female professional advisory firm in Eugene, Oregon, loves to talk to her clients about generosity. Having given away a portion of her business through NCF, she has practiced what she preaches. Find out why Monica never hesitates to help her clients dream big for God and how generosity in her practice and her personal life fuels her joy.
Why is generosity important to you?
To be honest, generosity wasn’t always important to me. My giving journey was a gradual progression that started when I met some wonderful people who were generous. Then, I did a training through Kingdom Advisors that led me to a Journey of Generosity with other advisors, an introduction to Generous Giving, and a pivotal experience at their annual conference.
All along the way, I was exposed to a new kind of joy, and I realized that generosity is built into me. I was created by a generous God, he made me in his image, and he delights in giving good gifts. And you know what? I thought I should try that. I had always tithed, but I wanted a taste of something bigger. Energized by the examples of other generous givers, I started trying it out for myself and soon realized that generosity really does fuel joy. Now I want to tell other people to try it, taste, and see!
Why did you decide to bring generosity into your advisory business?
A high percentage of my clients share my faith. And because generosity is a biblical financial principle, I realized that it was just as important for me to talk about giving as it was to discuss debt, saving, or budgeting. Those are all financial principles that every financial advisor would teach. But generosity is a command, and it is given to us because it is a good thing.
And even with non-Christian clients, I always talk about how much fun it is to give. It’s not a have to, it’s a get to. People of wealth are given this gift, and if they aren’t participating, it’s like letting this really good glass of wine pass by untouched. Take a sip and enjoy it! What a privilege it is to have the means to do that.
Why do you think some advisors don’t discuss generosity with their clients?
I think advisors are often cautious because it seems too personal. But obviously all money matters are personal and confidential, and we are given that trust.
Perhaps the deeper reason for their caution is that giving increases risk. Clients are always worried about whether or not they have enough, even if they are very wealthy. So, when you’re actually encouraging people to diminish that pot, you’re asking them to trust you that it’s going to be okay. In my mind, giving is not about increasing risk; it’s about increasing joy. But I understand it does take faith to give.
Why did you choose to work with the National Christian Foundation (NCF)?
Gosh, that’s pretty easy. NCF was the first donor-advised platform that I was introduced to, and obviously, NCF is an industry pioneer. But what I really loved was how their whole mission is not just about a giving tool; the higher mission is to encourage generosity for kingdom purposes. The NCF mission aligns with mine and with many of my clients’.
So, when I’m talking to clients, especially Christians, NCF is what I recommend. They are going to have a much better experience. And the giving platform, website, and how they actually recommend a grant online is very easy.
Is there an experience with NCF that really stands out?
NCF is off the charts in terms of any complex gift. My experience of walking through two complex gifts alongside their legal and advanced charitable giving team was outstanding. Their expertise, their illustrations, their willingness to get on a conference call with a client and their CPA and their attorney, and their dedication to walk humbly but with so much knowledge and integrity was so impressive. Anytime a client is considering a complex gift, I say NCF is the only way to go, whether you share their faith or not. There’s no better partner than NCF for complex gifts.
Tell me about a time you helped someone become more generous. What was it like? How has it worked out for them?
I don’t want to say that I help people become more generous, but I do point people in the right direction and then God does the work. And I’ve witnessed this even with my own husband, and my sister and brother-in-law.
One of the tools that I love to use is Randy Alcorn’s little book, The Treasure Principle. Then I follow that up by advising them to open a donor-advised fund at NCF and encouraging them to visit ncfgiving.com to watch their videos and read their stories. They inspire my clients and help them dream.
Tell me about a struggle a client had that you were able to help resolve with knowledge related to charitable giving.
For clients, taxes will always be a thorn in their side. For example, they may have a big gain from their property, investments, or stocks, and they want to sell. But they get so frustrated when I show them what they’re going to pay in taxes. They’re astounded, and often filled with unexpected joy, when I am able to show them a solution for giving their asset, or even a portion of it.
What has been the result of making generosity part of your business?
There are a few things. I think people around me know that generosity is an area that I have knowledge in, so it’s built my reputation. Whether they’re clients or not, people know they can ask me questions about giving, which I love, because, honestly, I don’t need to get paid for that.
I want to shout it from the rooftops until I go to heaven. Getting to be a part of that light bulb of generosity turning on for someone is really amazing. I get invited into those conversations more and more, and it’s so much fun.
Have you ever brought up giving to a charity with a client and it went poorly?
I wouldn’t say that it’s ever gone poorly. Maybe a client didn’t follow my advice or suggestions, or I’ve shown them a giving illustration that they didn’t end up doing. Usually, it’s because there are other voices that make them doubt, like family members, or an attorney, or even a potential buyer. It’s disappointing, but not in a way that damaged our relationship with that client at all.
So, it has never gone poorly in that there was a bad outcome. They just didn’t get to experience the best outcome. But they don’t know what they missed. I didn’t regret talking about generosity, and I can’t imagine I ever will.
What kinds of giving conversations have deepened your relationships with clients?
For me, the generosity conversation comes in when I’m doing overall life-goal planning with my clients. We talk about their charitable goals, and I always say, “Do you have any big dreams? Let’s be audacious. What have you dreamed about doing to make an impact in the world? Would you like to plan for that?”
Those conversations usually end up dominating our time. They know they need to discuss other financial issues, but this what they really want to talk about. Generosity is what clients get energized about the most. And it does deepen my relationships so much.
For example, I had one couple who told me they were considering moving their assets to a different advisor based on a recommendation from somebody who thought they might align better with their profession. But I ended up retaining those clients. They didn’t move. After they decided to stay, I had the generosity conversation with them, and it left a big impression. Right there in my office, they turned to one another and said, “We could have never had this conversation with that other advisor.”
So, don’t shy away from talking about generosity, because you’re going to miss out on something that could be the very key to deepening your client relationships.
If you’d like to learn more from another NCF advisor, click here to access the first article in this series with advisor Brian Cochran.
Watch more of Monica’s story in this inspiring video.
