1. Making the best use of pro bono help
Part 2 Defining the help that you need

2. 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

3. 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

4. Typical areas of support
Legal
Accountancy & bookkeeping
Architectural
Asset management & surveying
Marketing & PR (social media increasingly)
Business management & governance

5. 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

6. Spectrum of support

7. 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

8. 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.

9. 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