Beyond Branded Pens
How one financial advisor has turned client gifts into community impact
Sometimes, the most effective business strategies are the ones that also do the most good. Christopher Rine, founder of Malama Wealth in Lihu‘e, has worked with the Hawai‘i Community Foundation (HCF) to create a new approach to client appreciation by aligning his business practices with client values and community needs, generating a triple win for his business, his clients, and the community.
“It’s not just about managing their money,” Rine explains. “It’s about understanding their values and helping ensure their wealth has a lasting impact on what’s important to them.”
From branded swag to meaningful impact
After 23 years at Morgan Stanley in Southern California and Kaua‘i, Rine established his independent practice in 2020. Like many financial advisors, for years Rine followed the conventional practice of sending logoed merchandise to clients on special occasions. But, as his team spent more time trying to come up with new swag ideas, they realized the gesture was feeling a little empty.
“It really started back in my Morgan Stanley days,” recalls Rine. “We had a budget to spend on client gifts, but it was branded stuff that didn’t really resonate in any meaningful way.”
Working with his office manager, Kimberly Hitchcock, Rine reimagined this business expense as an opportunity to deepen client connections while supporting local communities. They developed a partnership with HCF to redirect their client gift budget toward charitable donations in accordance with each client’s values.
A triple win
Each month, Malama Wealth identifies clients celebrating birthdays or other special occasions and directs donations to HCF’s priority unrestricted funds on their behalf. The contributions support initiatives like the CHANGE Governance Fund, which emphasizes community-wide kuleana and collective flourishing; the CHANGE Arts and Culture Fund, which extends access to arts and culture for keiki to kupuna; or the CHANGE Health and Wellness Fund, which aims to improve health, well-being, and quality of life for everyone.
The gifts create a triple win: Clients feel genuinely appreciated, community needs are supported with unrestricted funding, and Rine’s practice demonstrates its commitment to the values of its clients and the community.
“We now spend less time worrying about coming up with a thoughtful token of appreciation and more on understanding our clients’ passions,” Rine explains.
Business benefits
For Hawai‘i business leaders, this approach offers several advantages:
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Deeper client insights: The program naturally opens conversations about clients’ values and priorities, providing valuable information for long-term relationship building.
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Philanthropic efficiency: Unrestricted gifts to HCF give the foundation the flexibility to direct resources where they are most needed and can have the greatest impact.
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Community standing: Supporting local philanthropic initiatives enhances business reputation and community goodwill.
“It really opens up a dialogue about what’s important to them and where they want their money to go next,” Rine explains. “That’s crucial if you want to build a lasting relationship and help clients create a meaningful legacy.”
The response from clients has been overwhelmingly positive, with many expressing appreciation for the thoughtful approach that aligns with their own values.
By making unrestricted donations to CHANGE funds, Rine and his clients are providing flexible resources for HCF to address pressing challenges and opportunities as they arise—ensuring a stronger, more resilient future for all of Hawai‘i.
For businesses and professionals looking to strengthen client relationships while making a community impact, Rine’s approach offers a practical blueprint. “Showing clients you understand who they are and what’s important to them helps cement relationships that last,” he says.
To give unrestricted support to HCF’s CHANGE framework, please visit
hawaiicommunityfoundation.org/change
