TL;DR
September is College Savings Month, a marketing-ready hook for advisors. Families are already stressed about tuition, which means they’re primed to listen. By mailing simple talking points on 529s, small contributions, and state tax incentives—then following up with an email or call—you turn awareness into meetings. This isn’t about teaching; it’s about being the advisor who shows up first.
Why College Savings Month Matters for Advisors
September isn’t just about savings, it’s about timing. Families are already talking about tuition. If you’re not the one sparking the conversation, another advisor will be.
National awareness campaigns warm up the audience for you. Your job is simple: show up with the right message, at the right moment, through channels that cut through the noise.
3 Talking Points Advisors Can Package Into Campaigns
1. How 529 Plans Really Work
Most clients have heard of 529s, but their understanding is shallow. Your edge is breaking it down in plain English:
- “Yes, contributions grow tax-deferred.”
- “Yes, funds can transfer if a child doesn’t attend college.”
“Yes, many states offer tax breaks.”
Marketing angle: Put these three answers on a postcard with a QR code to schedule a 15-minute review. Families will see you as the advisor who makes complex topics simple.
2. Small Contributions Add Up
The biggest barrier? Families feel like they’re too far behind. Show them how momentum works:
Example: “$100/month from age 5 = about $20,000 by age 18, before growth.”
Marketing angle: Use this stat as the headline of a mailer. Pair it with a short CTA: “Start small, start now—schedule your education savings review today.”
3. Don’t Overlook State Incentives
Families love when you point out money-saving details. Many don’t realize their state offers tax credits or deductions for contributions.
Marketing angle: Highlight this in a one-page letter or seminar invite. It positions you as the advisor who goes beyond the basics and pays attention to what really impacts their wallet.
How to Turn Awareness Into Leads
Facts don’t create results—delivery does. Package these talking points into a campaign:
- Postcard: A single, bold stat with QR code to book a review.
- Letter: Personalized, with 529 basics and state incentives.
Email: Reinforces the same message so it sticks.
Pro tip: Tie every touchpoint to a clear CTA: “Schedule a 15-minute education savings review this month.”
Why This Works (and Pays Off) for Advisors
- Timing advantage: You’re leveraging national awareness—families are already warmed up.
- Higher cut-through: A postcard in the mailbox feels more credible than another inbox email.
- ROI potential: A 500-piece postcard campaign can generate 5–10 meetings. Even one new client pays for the campaign many times over.
- Multi-generational reach: Messaging about college savings pulls in grandparents, expanding your client pool.
This isn’t just about education, it’s about pipeline growth.
Want to see how those messages turn into a full campaign? Check out our 4-step College Savings Month playbook for advisors.
FAQs
What is College Savings Month and why is it important?
College Savings Month, observed every September, raises awareness about the importance of saving for education costs. For advisors, it’s an ideal time to connect with clients on a topic already on their minds.
How can financial advisors use College Savings Month in their marketing?
Advisors can use it to launch timely campaigns with direct mail, postcards, and follow-up emails. The goal is to share clear talking points—like how 529 plans work or available tax incentives—that position you as a trusted guide.
Are 529 plans the only college savings option available?
No. While 529s are the most common, other options like Coverdell ESAs or custodial accounts may fit some families better. Advisors can help compare what works best.
Why is direct mail effective for promoting college savings strategies?
Direct mail works because it delivers simple, clear messages directly into clients’ hands. A postcard highlighting “$100/month = $20,000+ saved by college” is tangible, relatable, and far more likely to spark a call than a generic digital ad.
Final Takeaway
College Savings Month isn’t about riding a trend, it’s about owning the conversation while families are paying attention. Advisors who show up with a postcard, letter, and follow-up email aren’t just educating clients; they’re generating leads and winning long-term relationships.
Want client-ready mailers built around these messages? See how Plum can handle your direct mail campaigns here.
Don’t want to spend September juggling printers and postage? Let Plum run your campaign while you stay focused on client conversations.
