Pro Bono Service Makes Business Development Sense
In the early 1800’s, French historian Alexis de Tocqueville visited the newly formed United States of America. One of the primary observations de Tocqueville chronicled in his 1835 book Democracy in America was that Americans weren't just concerned with themselves, but were also concerned with the welfare of their fellow man and the communities they called home.
Move forward almost 180 years and the American spirit of volunteerism and willingness to lend a hand is more alive than ever. In fact, a recent American Lawyer survey indicated that larger firms have actually increased their pro bono hours, in spite of recent economic conditions. And in-house legal departments have become much more directly involved in charitable services, with some of the larger firms designating an attorney in charge of pro bono work, similar to the way that many law firms do. Both law firms and their in-house counterparts can also be found participating with the larger legal communities in their cities, like Project Innocence in Minneapolis or Pro Counsel in Los Angeles.
The Benefits of Pro Bono Service
Corporate social responsibility is a reality, and combined with the efforts of law firms, is making a great contribution of volunteerism to our communities. But that isn't the only benefit of pro bono service—from a business development view point, pro bono participation and contributions return a large amount of value for a single investment. Pro bono work allows attorneys to:
- Serve your community: Working with deserving nonprofit agencies or individuals is a great way to stay connected with the concerns and cares of your community.
- Raise your firm or company’s local profile: Pro bono work garners positive attention from the media and others within your region.
- Meet prospective clients: Pro bono work can provide introductions to community leaders, and corporate movers and shakers.
- Attract new attorneys: New attorneys may evaluate a firm's pro bono goals when making a decision about which firm to join.
Choosing the Right Pro Bono Cause or Client
As a business development consultant, I urge my clients to evaluate potential pro bono partner organizations, attend their meetings, and join the one or two that offer you the best combination of return on your investment.
When it comes to exploring pro bono work for your firm or in-house counsel, there is no shortage of options or ways to connect with those in need. Some firms and in-house groups will focus on providing pro bono services and support to organizations that focus on a particular type of need, like programs that focus on children, veterans' affairs, womens' health, etc. In these cases, the larger firm may choose the topics of interest and expect their various locations to concentrate on those causes locally.
There are also organizations geared toward connecting lawyers with pro bono opportunities, and participation in these groups can range from serving on a board to providing in-the-field hands-on support. California has a Public Interest Clearing House for attorneys, firms and companies looking to participate with organizations with whom the legal community is already working. Another group, Corporate Pro Bono, was formed by the Association of Corporate Counsel (ACC) and the Pro Bono Institute of Washington, D.C. Organizations like this are a great way for firms to explore pro bono opportunities in their region.
