Making Client Gifting a Team Effort: How Law Firms Can Build Stronger Relationships Through Meaningful Gestures

Why Law Firms Should Empower Their Teams to Gift

Gifting isn’t just a marketing task—it’s an opportunity to build authentic, lasting relationships. In this episode of From Coffee to Cases, Delisi Friday, founder of First Call Friday, shares how law firm owners can empower their teams to make gifting more personal, consistent, and impactful.

Empowering the entire team—not just the marketing department—creates efficiency and buy-in. When employees feel trusted to take part in client outreach, they become more engaged, the firm culture improves, and marketing efforts naturally expand. Instead of relying on one person to drive relationship-building, a firm that includes everyone in gifting multiplies its impact.

Turning Hospitality into a Marketing Advantage

Delisi references Giftology by John Ruhlin and Unreasonable Hospitality by Will Guidara, explaining how genuine hospitality creates loyalty. When clients feel cared for, they remember the experience and are more likely to refer others.

By making gifting part of the culture, law firms go beyond traditional marketing—building referral networks rooted in personal connection and appreciation.

Setting a Budget and Tracking Gift Impact

To make this system work, Delisi advises starting with a clear budget. Law firm owners should decide how much to allocate for gifting—whether per employee or quarterly—and track all activities.

Using the firm’s case management system to log every gift helps measure who’s participating, what gifts were sent, and how these gestures impact referrals or reviews. Tracking allows firms to see the real return on investment and connect the dots between consistent gifting and business growth.

Spotting Everyday Gifting Opportunities

Delisi shares real-world examples of moments that can spark meaningful gestures—when a client starts a new business, buys a home, welcomes a baby, or celebrates a marriage. These simple updates are powerful touchpoints that strengthen client relationships.

She emphasizes training staff to listen for these moments in daily interactions so gifting becomes a natural extension of client communication.

Gifting with Heart During Difficult Times

Not all gifts celebrate happy occasions. Delisi highlights the value of meaningful gestures in moments of grief or challenge. She shares the story of the Kintsugi bowl, a Japanese art form where broken pottery is repaired with gold to symbolize healing and resilience.

Unlike flowers, which are temporary, a Kintsugi bowl offers lasting comfort and meaning. One of her LinkedIn followers used the idea to console a grieving family, showing how thoughtful gifts can create lasting emotional connections.

Building a System That Makes Gifting Easy

Good intentions won’t sustain a gifting culture—systems will. Citing Atomic Habits by James Clear, Delisi notes, “Goals are for people who care about winning once, and systems are for people who care about winning repeatedly.”

She suggests adding a section in the firm’s CRM or case management tool for personal client details that can inspire future gifts. This keeps gifting structured and repeatable across the entire team.

How Other Firms Do It Well

Delisi highlights an example from Cassidy Lewis, Chief Marketing Officer at Cooper Hurley Injury Lawyers, who uses a “Golden Nugget” field in their database. Staff record small personal details—like a child’s soccer game or an upcoming trip—so anyone in the firm can use that insight to send thoughtful, timely gifts.

This simple system makes gifting a “team sport,” involving every department—from intake to accounting—and strengthening both client and team relationships.

Creating a Culture of Collaboration and Connection

Delisi encourages law firm leaders to hold regular discussions about gifting. Monthly or quarterly team meetings can highlight great examples, inspire new ideas, and recognize employees who go the extra mile.

This ongoing communication builds enthusiasm, fosters creativity, and helps staff feel proud of their contributions. Over time, gifting becomes a habit that fuels stronger relationships, referrals, and firm culture.

Final Thoughts

When law firms empower their entire team to take part in gifting, they turn routine interactions into opportunities for connection. Thoughtful gestures—big or small—can transform client relationships and strengthen the culture within the firm.

For more insights on building referral relationships through authentic client engagement, visit FirstCallFriday.com.