CFA Institute is working to build awareness of the CFA charter among high net worth investors throughout the United States and Canada with a new campaign called "The Right Question." The key of this campaign is the question "Does your wealth manager measure up?" This is a four-year program with planned spending of $50 million. The first phase went live on March 4 and includes ads in outlets like CNBC, The Wall Street Journal, The New Yorker and NPR.

"The Right Question" campaign is targeted at HNWIs with more than $3 million in investable assets. It highlights the investment expertise of CFA charterholders to make clear to HNWIs that charterholders are the premier choice to help investors unlock their most ambitious goals. According to CFA Institute, 90% of charterholders in the Americas region who primarily manage private assets or serve private clients said that raising awareness among HNWIs was a top priority in a survey in 2017.

This campaign includes tools that are available for you to use in your own practice, including digital and traditional ads, a Website banner, a PDF handout called "Why Hire a CFA Charterholder," and text and graphics for posts to LinkedIn and other social media. To access these tools, go to the "Membership" area of the CFA Institute homepage, then look for "Marketing Resources for CFA Charterholders" in the "Member Benefits" area. You need to be logged in to view the materials.