投资顾问：卡茜迪·伯恩斯(Cassidy Burns)职业：美国明尼阿波利斯市Riverbridge Partners投资公司负责人
The adviser: Cassidy Burns
个人信息：42岁，已婚，育有三个孩子
Work: Principal, Riverbridge Partners, Minneapolis
教育程度： 劳伦斯大学(St. Lawrence University)文学士
Personal: 42 years old, married, three children
背景：
Education: B.A., St. Lawrence University
毕业以后，伯恩斯开始了她在派杰投资银行(Piper Jaffray)14年的职业生涯（该银行已经出售给了瑞银集团金融服务公司(UBS Financial Services)）。伯恩斯一开始负责营销工作，几年后当上了投资顾问。她非常热衷于帮助客户从事慈善事业，因此后来到家庭慈善顾问公司(Family Philanthropy Advisors)工作了一年多，担任负责客户和社区关系的高级副总裁。后来她加盟Riverbridge Partners投资公司，如今她在这里已工作五年有余。
Background:
她的业务：
After graduation, Ms. Burns began a 14-year career at Piper Jaffray (which was sold to UBS Financial Services), starting in marketing and becoming an adviser a few years later. She enjoyed helping clients with their philanthropy so much that she went to work for Family Philanthropy Advisors to serve as their senior vice president of client and community relations for over a year. She then joined Riverbridge Partners and has been there more than five years.
伯恩斯所在的团队管理着约175个家庭的大约六亿美元资产。很多客户是企业主和退休高管，不少人来自明尼阿波利斯或者籍贯在这个地方。她的几乎所有客户都是乐善好施的人。她说："他们是重视回馈的勤劳、善良之人。"
Her practice:
关于捐赠策略的制定：
The team Ms. Burns is part of manages about $600 million in assets for about 175 families. Many clients are business owners and retired executives, and many are from Minneapolis or have roots there. Almost all of her clients are charitable. 'They're good hard-working people who value giving back,' she says.
在捐赠的时候，人们的反应很容易变得被动──比如，在这里那里的各处朋友的慈善机构捐上50美元──而对于他们是否想要造成更大影响却没有太多考虑。伯恩斯通过询问问题，帮助客户发掘他们的慈善梦想，比如："如果全世界所有的钱都属于你，你会做些什么影响深远的事情？"以及"你想要造成什么样的影响？"这样做可以帮助客户集中关注他们真正热心的领域。
On developing a giving strategy:
帮助朋友慈善事业的一次性礼物仍然可以在客户的捐赠策略中占有一席之地，但是那些礼物应该是体积小、数量有一定限制的。
It's easy for people to become reactive when it comes to their giving--say, giving $50 here and there to friends' charities--without thinking too much about the bigger impact they'd like to make. In turn, Ms. Burns helps clients tap into their philanthropic dreams by asking them questions such as: 'If you had all the money in the world, what would you do to make a difference?' and 'What kind of impact would you like to have?' Doing so helps them focus on areas that they're really passionate about.
关于在捐赠问题上与客户的交谈：
One-off gifts to help friends' causes can still have a place in a client's giving strategy, but those gifts should be small in size and capped at a certain amount.
她说："不要害怕问客户他们是否对回报社会感兴趣。"即使客户婉拒捐赠，这样的谈话也或许可以让慈善顾问发现客户之前没有透露过的其它爱好或兴趣。而如果他们同意捐赠，获得的回报会十分丰厚。她说："我和客户的交流中最有意义的一些谈话都是有关他们捐赠一事的。"。
On talking to clients about giving:
此外，有关捐赠的谈话不应该仅限于钱财。她说："时间和精力也是捐赠策略的重要方面。"
'Don't be afraid to ask them if they have an interest in giving back,' she says. Even if the client declines, such a talk may uncover for the adviser another passion or interest the client hasn't previously disclosed. If they agree to give, however, the rewards can be significant. 'Some of the most meaningful conversations I've had with clients were about their giving,' she says.
如何教孩子学会回报：
In addition, conversations about giving shouldn't just be about money. 'Time and energy are key parts of a giving strategy as well,' she says.
把慈善行为的重要性教给下一代的最好办法是让他们去亲身体验。她说："你可以告诉孩子做某件事情的必要性，但是没有什么东西能强过让他们直接接触那件事的了。"
How to teach children to give back:
伯恩斯和她的家人在一个救济厨房当志愿者，为那些无家可归的人提供食品。她还把向国际机会组织(Opportunity International)捐赠的礼物卡交给了自己的孩子，该组织是一个帮助发展中世界的穷人创业或开拓业务的非盈利机构。
The best way to teach the importance of philanthropy to the next generation is by giving them hands-on experience. 'You can tell a child about a need but there's nothing more powerful than exposing them to it first-hand,' she says.
关于回报：
Ms. Burns has volunteered with her family at a soup kitchen to feed the homeless. She's also given her children gift cards to Opportunity International, a nonprofit that helps people in poverty in the developing world start or grow a business.
伯恩斯的母亲和Riverbridge公司一样非常积极地参与了国际机会组织的活动，而伯恩斯在Riverbridge的工作给了她更多机会参与该组织的活动。例如去年秋天，她帮助筹划了一个有150多名妇女（包括一些客户在内）参加的活动，探讨女性担任领导的问题。伯恩斯在活动开始的时候发表了讲话，但是她的发言不是为公司做宣传。她说："那是一个关于伟大的女性领导者以及女性可以互相学习些什么的讲话。"
On giving back:
虽然那次活动为公司赢来了新客户，但那并不是他们参与活动的初衷。伯恩斯补充道："那是我们热衷的一项事业。"
Ms. Burns' mother is very involved in Opportunity International as is Riverbridge. In turn, her work at Riverbridge has given her more of an opportunity to get involved with the organization. Last fall, for example, she helped plan an event attended by over 150 women, including some clients, to discuss women's leadership. Ms. Burns gave a talk at the beginning of the event but it wasn't a pitch for the firm. 'It was about great women leaders and what women can learn from each other,' she says.
给其他有意与慈善机构合作的投资顾问的建议：
And while the event led to new clients for the firm, that's not the point of their involvement. 'It's a cause were passionate about,' she adds.
"用心投入你热爱的事情。"
Advice to other advisers who want to work with charities:
如果她不是一名投资顾问，她会......：
'Get involved with things you love.'
为一家非盈利机构或基金会工作。她说："回报是我的DNA的一部分。"
If she wasn't an adviser, she'd be...:
VERONICA DAGHER
- principal [´prinsəpəl]
a.主要的 n.负责人 (初中英语单词) - financial [fi´nænʃəl] a.金融的，财政的 (初中英语单词)
- career [kə´riə] n.经历；生涯；职业 (初中英语单词)
- passion [´pæʃən] n.激情；激怒；恋爱 (初中英语单词)
- addition [ə´diʃən] n.加；加法；附加物 (初中英语单词)
- energy [´enədʒi] n.活力，精力；能力 (初中英语单词)
- generation [,dʒenə´reiʃən] n.发生；世代；同龄人 (初中英语单词)
- international [,intə´næʃənəl] a.国际的，世界的 (初中英语单词)
- poverty [´pɔvəti] n.贫穷(乏，瘠)；不足 (初中英语单词)
- beginning [bi´giniŋ] n.开始，开端；起源 (初中英语单词)
- adviser [əd´vaizə] n.顾问 =advisor (高中英语单词)
- senior [´si:niə] a.年长的 n.前辈 (高中英语单词)
- client [´klaiənt] n.委托人；顾客 (高中英语单词)
- community [kə´mju:niti] n.团体；社区；公众 (高中英语单词)
- passionate [´pæʃənit] a.易动情的；易怒的 (高中英语单词)
- uncover [ʌn´kʌvə] vt.揭开(盖子)；揭露 (高中英语单词)
- previously [´pri:viəsli] ad.预先；以前 (高中英语单词)
- significant [sig´nifikənt] a.重要的；意义重大的 (高中英语单词)
- leadership [´li:dəʃip] n.领导(能力) (高中英语单词)
- charitable [´tʃæritəbəl] a.仁爱的；慈善的 (英语四级单词)
- graduation [,grædʒu´eiʃən] n.毕业(典礼)；刻度 (英语六级单词)
- retired [ri´taiəd] a.退休的；通职的 (英语六级单词)
- impact [´impækt] n.影响，作用；冲击 (英语六级单词)
- strategy [´strætidʒi] n.兵法；战略 (英语六级单词)
- homeless [´həumlis] a.无家的 (英语六级单词)
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