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Now that 2023 has begun, it is time to start considering how to foster client relationships. One great way to communicate in person with many clients is by hosting a financial seminar. While this task is easily described, hosting and planning a financial seminar is difficult.

Luckily, Dunham is here to help with step-by-step planning for a financial seminar guide.

For access to content such as flyers, PowerPoints, and handouts for seminars, call 858.964.0500 and ask for the Business Development Team to help you with planning a financial seminar.

This guide for hosting and planning a financial seminar for your clients is not set in stone, but it provides a valuable framework that may ensure a successful seminar.

planning a financial seminar

Six to Eight Weeks Before the Event:

[ ] Step One: Create your invitation list.

This step will shape the framework of your entire event, so think carefully about the clients you want present for this event. Knowing your audience and their needs are necessary when selecting and organizing the content for the financial seminar. Retirement planning may be an apt topic if your audience is a majority of younger professionals.

You may consider structuring your content around issues such as college savings if your clients are mostly young families. Demonstrating value to your clients is done by understanding your audience, so this step is critical.

[ ] Step Two: Assemble your team.

Hosting and planning a financial seminar is not a one-person job. It is important to delegate tasks accordingly to ensure your seminar goes smoothly. Develop your ‘dream team’ of employees to assist in hosting and planning.

Depending on the size, content, and length of the financial seminar you plan on having, it may be necessary to have a person in charge of:

· Marketing

· Logistics

· Presentations

· Audio Visual

· Communication

This list is not exhaustive, and every seminar is different. Be sure to consider all needed elements when you are selecting your team.

[ ] Step Three: Select and book the event location.

Once you have your invite list and your financial seminar planning committee, you can choose and book your location for the seminar. Remember your audience when it comes to choosing a location.

What venue makes sense for them? What geographic location is the best for most of the clients you invite? Discuss these things before selecting and booking the venue for your financial seminar.

planning a financial seminar

Four to Six Weeks Before the Event

[ ] Step Four: Prepare Your Seminar Materials and Presentations

Now that you have the preliminary plans, it is time to sort out the information you want to share with your clients at your seminar. Once again, it would be best to think of your audience when you decide on the topics to discuss at your seminar. You can ask their opinions to see what they want to learn.

[ ] Step Five: Plan Your Audiovisual Needs.

For this step, don’t be afraid to delegate to your team! This step can be highly technical, so ensuring you have a well-qualified person on your team can be very helpful. Keep in mind the space you will be occupying and coordinate with the venue if needed.

[ ] Step Six: Invite your clients and request a referral.

Now it is time to send the invites. Be sure to send the invites in an accessible medium for your clients. Make sure the steps to RSVP are clear and straightforward. Also, don’t hesitate to ask your clients to refer or bring their friends to your seminar.

planning a financial seminar

Four Weeks Before the Event

[ ] Step Seven: Follow up with clients and referral attendance by phone and email.

Planning a financial seminar is only essential if your invitees show up. You may be able to secure these attendees by reminding your clients and referrals even after they RSVP. Make sure your seminar is on their calendar.

Two Weeks Before the Event

[ ] Step Eight: Confirm client and referral attendance by phone and email.

For the same reasons stated above, this step is vital to fill up your seminar. This is when you remind the group of people that RSVP’d to your event.

One Week Before the Event

[ ] Step Nine: Review and rehearse your presentation and material.

While you may have had the best presentation when you wrote it weeks ago, it may be worth reviewing it again. Rehearse your presentation out loud so you can get used to the flow of the words and sound natural and confident when presenting.

[ ] Step Ten: Confirm all event details.

This is a good time while planning a financial seminar to sit down with all the members of your planning team and double-check all the details. Waiting until the day of the seminar may be too late. Ensure that the audiovisual is set up, the materials are printed, there is apt parking, and other small details that may slip through the cracks. Your clients will remember this attention to detail regarding their opinion of your seminar.

The Day Before the Event

[ ] Step Eleven: Confirm attendance of participants and referrals by phone and email.

When you accept an invitation to an event far in the future, it can be hard to remember when the event is just around the corner. Avoid these last-minute no-shows by contacting your attendees and checking in on their intended attendance status.

planning a financial seminar

The Day of the Event

[ ] Step Twelve: Arrive Early

The day of the event, you should try and arrive at the venue early. Have your team go over the audiovisual and place handouts on the tables. You don’t want to be rushing to do those things as clients are arriving to your seminar.

Also, remember to have your calendar at the ready so you can schedule appointments with clients on the spot!

The Day After the Event

[ ] Step Fourteen: Send out Thank-you notes to the attendees.

The last step of planning a financial seminar is to send out thank-you notes to the clients and referrals that attended. Reminding them that you are grateful for their presence and participation will go a long way in strengthening that relationship.

As discussed above, planning a financial seminar is not a one-size-fits-all process. More extensive seminars may require more time, smaller seminars may need less, and each seminar can be different.


This communication is general in nature and provided for educational and informational purposes only. It should not be considered or relied upon as legal, tax, or investment advice or an investment recommendation, or as a substitute for legal counsel. Any investment products or services named herein are for illustrative purposes only and should not be considered an offer to buy or sell, or an investment recommendation for, any specific security, strategy, or investment product or service. Always consult a qualified professional or your own independent financial professional for personalized advice or investment recommendations tailored to your specific goals, individual situation, and risk tolerance.

Dunham & Associates Investment Counsel, Inc. is a Registered Investment Adviser and Broker/Dealer. Member FINRA/SIPC.

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