1. Making the best use of pro bono help
Part 3 Getting the right structure in place

2. Understand responsibilities
Receiver responsibility:
Be clear what you are asking for and why
Ask for it properly and respectfully
Know your own organisation and tie it back to what it needs
Targeted v blanket approach
Resist urge to take what is given or for the sake of being offered
Pick your wins
See it as an equal relationship – the giver benefits too remember!
Communicate your appreciation and the positive impacts of the support
Giver responsibility:
Respond to the brief effectively
Establish the benefits of participating and supporting
Resist killing with kindness – listen!
Tailor support to their needs
Ensure same level of quality and professionalism
Allow for change and learning
Evaluate benefits and impacts
See it as an equal relationship – there are many business benefits to providing support
Be clear on the business benefit not just the PR opportunity

3. Step 1: Client Need What do you want and why
Be clear why pro bono is the right route as opposed to another
Research organisations that align with your needs, vision, objectives
Identify common ground and key motives for them supporting you
What strings are you willing to attach to?

4. Step 2: Cast the net….widely!
Are there brokerages out there that can help?
Do you have an existing relationship?
Do any of your partners have a relationship that could be of value?
Use social and other media to communicate the issue you are seeking support from to rally interest
Don’t be too prescriptive – set the parameters of the issue and invite creative solutions and ideas
Communicate the anticipated outcome and impacts of the support

5. Step 3: Establishment
Agree the business/organisational case for asking and supporting
Identify the mutual benefits
Establish a structure on both sides for managing the relationship
This needs to include sharing ideas and feedback at all levels of the organisation
Learn about each other’s organisation, objectives, priorities and vision

6. Step 4: Strategy Behave like a client a set a clear brief!
Set the standard for on-going relationship, behaviours and expected outcomes from the start
What wider purpose does the support contribute to and make sure partners understand
Don’t squander the support!
Explore all options for delivering the support leaving room for creativity and innovation
Use the opportunity to change behaviours within the giving organisation
Agree the level of publicity both sides are comfortable with
Make sure it’s a truly joint approach – not just receiver receiving!

7. Step 5: Build the relationship
Meet regularly and evaluate progress
Don’t be afraid to change
Monitor outcomes and assess how the support is meeting objectives and brief
Make it bespoke!

8. Step 6: Grease the wheel
Opportunity to develop a sustainable relationship for future collaboration
Could lead to follow on work and new relationships for giver
Staff acquire new skills and experiences
Not just a one-way “feel-good” relationship
Could be lost any time
Heart strings are tenuous and fickle!