Every law-firm CMO needs a strategic approach to client appreciation, whether through holiday cards, gifts or other touch-points. Thoughtful planning helps avoid last‐minute mistakes, ensures alignment with budget and brand and strengthens client and referral relationships. Use this checklist each year to guide your team through the key steps and integrate holiday and gifting efforts into your broader external-vendor and client-appreciation calendar.

1. Strategy & Calendar Planning

• Map out your appreciation/gifting calendar at the start of the year.
• Identify key holidays and occasions beyond December: e.g., Thanksgiving, New Year’s, Diwali, Kwanzaa and Chinese New Year.
• Align appreciation efforts with the firm’s brand, values, geographic reach (warm-weather offices) and client demographics.
• Set budget constraints early: establish how much spend is available, how many contacts you will include, whether gifts or cards (or both) are feasible.
• Evaluate “need versus budget”: decide which outreach efforts add most value and which may need to be scaled back.

2. Holiday Card Planning

• Start early: begin sourcing design options and vendor discussions by June or July for end of the year cards.
• Choose non-religious, inclusive messages: e.g., “Happy Holidays” or “Season’s Greetings.”
• Select imagery suitable for all clients: avoid only winter/ snowy scenes if your firm has clients or offices in warm-weather markets.
• Review both print and digital card options:
  • For print: determine card quantity, mailing list, timing, proofing, production lead‐time. Using your CRM and working with administrative assistants are key for this project.
  • For digital: assess platforms, animation/interactive options, music, personalization (name fields), compatibility with email/social media, tracking of opens/clicks.
• Maintain updated contact lists: verify addresses (office vs home), mailing preferences (print vs digital), remote/hybrid status of recipients.
• Personalization & segmentation: decide whether to send a universal card or segment by client type/region/practice.
• Create internal sign-off process: design review, brand alignment, budget approval, proofing, vendor selection.
• Post-distribution review: track digital engagement (if used), mail return rates, recipient feedback, cost per card. Document lessons learned for next year.

3. Client Gift & Appreciation Planning

• Define recipient list: clients, referral sources, internal audiences, prospects.
• Set gift budget per recipient or bucket of recipients (e.g., tier-1 clients vs broader list).
• Review client preferences and restrictions: consider dietary restrictions, alcohol shipping limitations (shipping wine/alcohol has state/region issues).
• Avoid “one size fits all” gifts: tailor to client interests/industry where possible.
• Use your CRM or tracking system: record what was sent last year, recipient preferences, avoid repeating gifts. No one wants five coffee cups or specialty drink cups from your firm.
• Logistical planning: shipping addresses, timing (especially cross-border), customs, signature requirements.
• Review and decide on alternatives: e.g., digital gift cards, experience-based gifts, team gifts for in-house clients. Some good ideas include family movie nights or rewarding whole in-house teams with a lunch.
• Compliance & ethics review: confirm firm/gift policies, client rules, tax implications, conflict of interest.
• Post-gift review: track receipt/acknowledgment, cost per gift, any issues, recipient feedback, impact on relationships.

4. Budget, Metrics & ROI

• Review budget allocation: compare planned spend vs actual.
• Track metrics: number of cards/gifts sent, cost per recipient, recipient engagement (e.g., card opens, gift thank-you responses), any measurable business development outcomes.
• Evaluate value: did the appreciation activity strengthen relationships, support business development, refine branding?
• Compare year-over-year: what changed in volume, cost, outcomes?
• Use findings to inform next year’s budget and strategy.

5. Team & Vendor Coordination

• Assign internal owner(s): e.g., marketing coordinator responsible for holiday outreach, another for vendor/card logistics.
• Confirm vendor contact info: account lead, help-desk/support contact.
• Ensure the vendor knows your timeline, design specs, brand guidelines, address list and mailing preferences.
• Set internal review schedule: design proofing, recipient list finalization, shipping/mailing schedule.
• Ensure all stakeholders (practice group chairs, partners, business-development teams) know roles/responsibilities.

6. Documentation & Follow-Up

• Update CRM with card/gift history per recipient.
• Archive design proofs, vendor invoices, recipient acknowledgments.
• Conduct a post-event review: lessons learned, what worked/what didn’t, update checklist for next year.
• Schedule next year’s start date: book-mark June for card planning, identify budget cycle dates for gifting.

For more information on the holiday gifting dilemma, check out our article published on The Legal Intelligencer here.