Part 2 Defining the help that you need

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
• Dont 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
• Its geared towards the giver not receiver
• Its impetuous to ask or demand
• Its a one sided relationship
• Its 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