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