News
Marketing
Aug. 6, 2002
Growing Business
Dicta Column - By Sharon Berman - As most attorneys know, pro bono work such as donating your expertise to a nonprofit group or low-income neighborhood organization can provide outstanding personal rewards. But are you maximizing the substantial business benefits that your "good work" can bring while you give back to your community?
Dicta Column
By Sharon Berman
As most attorneys know, pro bono work such as donating your expertise to a nonprofit group or low-income neighborhood organization can provide outstanding personal rewards. But are you maximizing the substantial business benefits that your "good work" can bring while you give back to your community? In addition to your personal satisfaction and the gratitude of those you are helping, pro bono work can also contribute to your ability to develop substantial new business.
The list of opportunities for involvement is practically endless, so it is essential to find something that holds personal meaning for you. Would you like to provide legal services to those who cannot afford it? Perhaps you would like to assist in raising funds to combat a particular disease. What about mentoring students in disadvantaged neighborhoods? The most important consideration is to determine what activity will hold your interest for the long term, since commitment to a pro bono cause is not something to be taken lightly and later abandoned.
Taking on pro bono work is a real commitment. Ask yourself if you are truly willing to contribute whatever hours are needed, despite your current professional and personal schedule. Also, is this the right time of your life for involvement? Sometimes having a very young family or a particularly challenging work situation can be too draining. Make certain that you are ready to commit.
If you feel hesitant about becoming involved in a civic or community activity, perhaps this isn't the right time for you. Some people would rather give in other ways such as by writing a check to a nonprofit on a regular basis.
If you decide to take on a pro bono legal project, first determine how much time you are willing to commit. Then make your commitment known to the organizations in which you are interested. You may want to begin with a limited project or be part of a committee where the work is divided among several people, rather than chairing a committee yourself. This will help give you an insider's view of how the group operates and whether it will work for you.
Choose the organization to which you will devote your time carefully. For example, take a look at those who will be your pro bono nonlawyer colleagues. One of the main business reasons for getting involved is visibility and exposure to the business people who can provide you the types of referrals you are seeking. Find out who the directors are and what kinds of professionals are involved with the group before you sign on the dotted line.
Once you've identified one or two potential pro bono opportunities, find out about the group's hierarchy. Some organizations have a well-developed leadership ladder, and it takes quite a while to rise through the group. While the advantage is that this type of structured group is probably well-organized and successful, are you willing to stick around until it is "your time?"
Also, look carefully at what these organizations will require of you. For example, many organizations require a financial commitment in addition to your time. One example of this situation is serving on a board of directors, which often necessitates writing a check. Also, find out the group's schedule of meetings and attendance requirements and ascertain whether they conflict with any other personal or professional commitments.
Be reasonable in your expectation of the amount of time it may take to obtain new business as a result of your efforts. Give the organization a chance as a new business development vehicle. Results will not be immediate. It can take time because you are an unknown quantity. Others need to get to know and trust you and see your commitment to the organization. They've already seen many lawyers who have joined, even at a board level, yet quickly disappeared when they didn't reap immediate business rewards.
Once you've established your "presence" within the group, add your new pro bono colleagues to your firm's database so they receive announcements and invitations relating to you. Don't let your fear that others will think you are "overselling" prevent you from keeping them in the loop. After all, your pro bono colleagues are businesspeople like yourself, and they will not be offended as long as your message is tasteful.
Don't be shy in letting your pro bono colleagues know what you do. Even if you are donating your legal services to a group, members might not know exactly what type of law you practice.
Once you're entrenched in the group and know the key players, identify which organization members are best positioned to refer you or bring you new business. Invite them to golf or lunch away from the organization setting after you've known them awhile. Try to become acquainted through board meetings and volunteer activities so that the invitation comes as a natural course of your friendship.
While the term "marketing" typically brings to mind traditional tactics such as media relations, brochures and advertising, don't overlook the power of pro bono work. It can bring tremendous rewards on a variety of levels.
Sharon Berman is principal of Berbay Corp., Marketing Strategy & Implementation, which specializes in law firm marketing. She can be reached at berman@berbay.com.
By Sharon Berman
As most attorneys know, pro bono work such as donating your expertise to a nonprofit group or low-income neighborhood organization can provide outstanding personal rewards. But are you maximizing the substantial business benefits that your "good work" can bring while you give back to your community? In addition to your personal satisfaction and the gratitude of those you are helping, pro bono work can also contribute to your ability to develop substantial new business.
The list of opportunities for involvement is practically endless, so it is essential to find something that holds personal meaning for you. Would you like to provide legal services to those who cannot afford it? Perhaps you would like to assist in raising funds to combat a particular disease. What about mentoring students in disadvantaged neighborhoods? The most important consideration is to determine what activity will hold your interest for the long term, since commitment to a pro bono cause is not something to be taken lightly and later abandoned.
Taking on pro bono work is a real commitment. Ask yourself if you are truly willing to contribute whatever hours are needed, despite your current professional and personal schedule. Also, is this the right time of your life for involvement? Sometimes having a very young family or a particularly challenging work situation can be too draining. Make certain that you are ready to commit.
If you feel hesitant about becoming involved in a civic or community activity, perhaps this isn't the right time for you. Some people would rather give in other ways such as by writing a check to a nonprofit on a regular basis.
If you decide to take on a pro bono legal project, first determine how much time you are willing to commit. Then make your commitment known to the organizations in which you are interested. You may want to begin with a limited project or be part of a committee where the work is divided among several people, rather than chairing a committee yourself. This will help give you an insider's view of how the group operates and whether it will work for you.
Choose the organization to which you will devote your time carefully. For example, take a look at those who will be your pro bono nonlawyer colleagues. One of the main business reasons for getting involved is visibility and exposure to the business people who can provide you the types of referrals you are seeking. Find out who the directors are and what kinds of professionals are involved with the group before you sign on the dotted line.
Once you've identified one or two potential pro bono opportunities, find out about the group's hierarchy. Some organizations have a well-developed leadership ladder, and it takes quite a while to rise through the group. While the advantage is that this type of structured group is probably well-organized and successful, are you willing to stick around until it is "your time?"
Also, look carefully at what these organizations will require of you. For example, many organizations require a financial commitment in addition to your time. One example of this situation is serving on a board of directors, which often necessitates writing a check. Also, find out the group's schedule of meetings and attendance requirements and ascertain whether they conflict with any other personal or professional commitments.
Be reasonable in your expectation of the amount of time it may take to obtain new business as a result of your efforts. Give the organization a chance as a new business development vehicle. Results will not be immediate. It can take time because you are an unknown quantity. Others need to get to know and trust you and see your commitment to the organization. They've already seen many lawyers who have joined, even at a board level, yet quickly disappeared when they didn't reap immediate business rewards.
Once you've established your "presence" within the group, add your new pro bono colleagues to your firm's database so they receive announcements and invitations relating to you. Don't let your fear that others will think you are "overselling" prevent you from keeping them in the loop. After all, your pro bono colleagues are businesspeople like yourself, and they will not be offended as long as your message is tasteful.
Don't be shy in letting your pro bono colleagues know what you do. Even if you are donating your legal services to a group, members might not know exactly what type of law you practice.
Once you're entrenched in the group and know the key players, identify which organization members are best positioned to refer you or bring you new business. Invite them to golf or lunch away from the organization setting after you've known them awhile. Try to become acquainted through board meetings and volunteer activities so that the invitation comes as a natural course of your friendship.
While the term "marketing" typically brings to mind traditional tactics such as media relations, brochures and advertising, don't overlook the power of pro bono work. It can bring tremendous rewards on a variety of levels.
Sharon Berman is principal of Berbay Corp., Marketing Strategy & Implementation, which specializes in law firm marketing. She can be reached at berman@berbay.com.
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