Transcript Document
Making the best use of pro bono help Part 2 Defining the help that you need What is pro bono support? • terms 'pro bono', 'volunteering' & 'CSR' frequently used interchangeably • Short for pro bono publico – “For the public good.” • 'doing chargeable work for free or at reduced cost'. • Be clear about what you are asking for! • Climate of cuts pro bono is a vital support mechanism • Top 100 UK companies contributed £1.4B worth Behave like a client! • Treat pro bono like any other paying service – Define a brief – Clear expectations – Don’t be afraid to ask or change – Communicate success & impacts – Standards of quality & behaviours – Establish the mutual interest and benefit • NSPCC competitive tendering for pro bono legal advisers • Just Health PR invite pitches for share of pro bono PR support fund Typical areas of support • • • • • • Legal Accountancy & bookkeeping Architectural Asset management & surveying Marketing & PR (social media increasingly) Business management & governance Common assumptions • • • • • • Pro bono is less valuable and valued It’s geared towards the giver not receiver It’s impetuous to ask or demand It’s a one sided relationship It’s a blanket service An expectation that anything or something is better than nothing • Access advice on an ad-hoc not a strategic basis Spectrum of support Strategy & tactics • Be clear that what you are asking for has a clear business case • Pro bono contributes strategically to growth and development – not a “take what you can get/offered” approach • Be entrepreneurial - offer a programme of activity that pro bono support can be an investment in • Savvy positioning and clear strategy helps punch above weight better than blanket ask • Choose what you seek pro bono support for carefully – there is a finite supply and its not suitable or appropriate for everything • Look at the businesses on your doorstep and emphasise the vested interests in helping a local beneficiary – agents of change Using a brokerage • Many tailored brokerages around specific types of support, i.e., legal, IT, business support • Whether you are a marketing professional looking to donate your expertise to a good cause, apply your skills in a new sector, learn from your peers, enjoy a new challenge or enhance the reputation of your business, Pimp my Cause puts highly rewarding challenges within a click of your mouse button. From “needs” to “investments” • Transform your “need” into a programme of activity (that will be delivered via pro-bono support) • That way the givers are investing in an activity, i.e., a training resource, a well-being programme, a new community facility • This attracts a different attitude and level of support • Psychologically different way of asking and receiving support