Vanguard Investor Series:
This article offers specific strategies to minimize tax penalties when making charitable donations. The more strategic you are, the less you’ll pay in taxes—and the more you can give in the long run.
It’s part of a larger campaign on investor education. Each month, Vanguard’s Investor Series covers a new area of interest for investors and offers real-world, in-depth advice from their financial advisors. The goal is not to sell advice services overtly, but to provide valuable content to interested clients in different parts of their investment journeys.
To ghostwrite this piece, I interviewed a financial advisor SME and gathered relevant research to support his ideas, then cross-promoted this content with other relevant articles in the series.
Deliverables:
Article, corresponding promotional emails, and web banners on Vanguard client portals.
Outcome:
Long-form pieces that go in-depth on financial strategies directly from one of their investors demonstrates the value of Vanguard’s Personal Advisor Services to independent investors. This article and corresponding emails rolled out in Fall / Winter 2021. Read the article on charitable donations.