Flexing Your Company’s Muscle to Help Others
The Case for Pro Bono Work
By: Pam Crawford

Helping others goes a long way toward reinforcing your own self worth and ’ let’s face it ’ making you feel good. Fortunately, the same is true of the ”corporate self” through pro bono work. Companies that donate their time and talents to well-deserved causes or individuals in need nourish a healthy corporate culture, while providing a greatly appreciated service to that individual or cause.

One key consideration for organizations as they build their marketing plans is that the pro bono work they do as a labor of love can also be incorporated into their marketing strategy ’ a specifically selected cause funded and prioritized alongside all the other objective-driven dynamics of a comprehensive marketing communications plan.

A common practice for many companies ’ pro bono work is often an integral part of a company’s character. And because of the generous donation of time and talent from the corporate world, scores of nonprofit organizations and individuals benefit from the expertise and outcomes of these goodwill partnerships. In short, allocating staff time and other resources to a pro bono effort is not merely a labor of love, but a clear expression of corporate mission and supporting values system.

From a business standpoint, using your company muscle in a pro bono fashion is a great opportunity to draw increased visibility for your business. Consumers often migrate to those companies who share a common interest and goal. Companies, in turn, can heighten awareness of their business by sponsoring charitable events, representing clients, and contributing goods and services on behalf of an individual or nonprofit organization.

Don’t underestimate the benefit of pro bono work to your employees as well. For employees, contributing their time and talent to others is a chance to relieve the pressures of everyday business and become a good corporate citizen by sharing good old-fashioned elbow grease for someone or something in need.

Companies who contribute their resources to the community reap the following benefits:
• Pride among employees
• An increased spirit of volunteerism
• Contributions to the greater good of the community
• A healthy corporate culture
• A solid marketing tie to a respected cause

Staying competitive in today’s 24/7 business environment is tough on employees ’ especially when split-second decisions, long days and the expectation to do everything faster, better and more efficiently can take its toll on human resources. Unfortunately, today’s competitive work environment often leads to depleted fresh thinking, more time spent troubleshooting than target-shooting and, if not managed, a lowered sense of morale among employees. As such, some companies rely on corporate retreats to rejuvenate their corporate culture and associates. Still, others find relief by focusing externally to help others in their communities through pro bono work.

Selecting a pro bono cause, particularly when it can drive a ”cause marketing” strategy, isn’t all that difficult. Many times, the ideal cause is right inside the walls of the company itself. It may be an endeared nonprofit of the company’s leadership or a well-deserving family member of a loyal employee. No matter how the cause is determined, it can bring to bear everything from awareness and brand advocacy to new business acquisition and enhanced corporate image.

In Kansas City, for example, numerous companies have committed their goodwill to local nonprofit organizations. From those organizations that raise awareness of health issues to associations that represent the best interests of children, the Kansas City community has benefited from the generosity of our businesses, large and small.

And here’s something companies may not consider: A company’s support of local causes through pro bono work goes well beyond external marketing and helping those in need. It can deliver in demonstrable ways against internal marketing as well. Those businesses that regularly seek pro bono relationships are typically great places to work. Job-seeking professionals will often look for that trait, and when it is present, the ability to recruit premium employees increases.

Of course, companies do need to be mindful about the amount of time and resources they commit to a cause. And employees may be asked to contribute their time outside the normal workday. But for those companies who undertake such noble endeavors, they are among an esteemed class of socially responsible employers who demonstrate respect for their communities and their employees.

Certainly, this concept is nothing new for Kansas City businesses. Our corporate tapestry is peppered with generous, civic-minded individuals. Now, as we enter a new year, it is an excellent time for companies to take stock of their own marketing strategies, as well as the needs of their communities.

Pam Crawford is Vice President of Client Services at Corporate Communications Group. Contact her at 913.451.2990.