“Living the Good Life: It’s Your Cash”
Client: FLC Capital, Palm Desert, Calif.
Our client wanted a piece that would “stand out on a wealthy person’s coffee table.” We delivered.
This article, part of a white paper for a financial services firm, broke new ground. The client says it’s one of the best executions he’s ever seen. Our solution involved creative wordplay, lots of whitespace and a bold, graphical approach.
The deck was written so that readers would connect quickly the topic. The grabber — IT’S YOUR CASH — was set in a giant, 52.5-point Myriad Pro font. Here’s how it reads.
Benevolence
\bƏ-’ne-vƏ-lƏn(t)s\ — The inclination to do good.
Grand Benevolence
\’grand, bƏ-’ne-vƏ-lƏn(t)s\ — The inclination to do good by lending, say, $100,000 to help a child buy a home, or $250,000 to help a friend start a business, and doing it with minimal tax liability.
Giving is an important part of life. But it’s a hard, cold fact that too much giving can generate a tax. Here’s how to be tax efficient when someone close to you asks for money.
IT’S YOUR CASH.
What to Consider before Lending Money to Family and Friends
A COOL BREEZE BLOWS into the Coachella Valley, lifting your spirits. It’s sunrise, and you’re eyeing the Santa Rosa and San Jacinto peaks, captivated by the colorful canyons they crown. Saffron yellows, sage greens, fuchsia reds, burnt oranges, shades of tan, olive, and indigo are in view.
The scene is refreshing and good for the soul. It cajoles your spirits and summons reflection on life. You realize that you could not have achieved success alone, and that inspires you to give something back. Today, you can afford to do just that.
YOUR FAMILY AND FRIENDS
Opportunities to give come in many different forms. You can set up a foundation, support charitable causes, and make donations to colleges and universities. However, this section will address lending money to family and close friends. It’s an area where emotions tend to run high and relationships can easily become strained.
What should you do if someone close to you asks for help? Suppose your daughter needs $100,000 for a down-payment on a home, or your nephew needs $250,000 to start a business. It may seem simple to write the check. Will you? Your heart may be made of gold, but you are advised to consider some important issues. Gifting money can add to your gift tax liability and undermine your estate plans. Here’s what to do.
