Volunteer Work has Marketing Value for Attorneys

SUMMARY

Pro bono work can have marketing value for attorneys. The key is to work for individuals or groups whose success is of interest to existing clients or potential clients. If pro bono is undertaken as part of a business development program, then judicious publicity of the activity has additional value to the attorney.


Examples of effective pro bono work, the importance of focus on the effort, that is, relating the work to the attorney's interests, and how to attract attention and build additional goodwill as a result of pro bono work are discussed in this article.

"I think it is only right that our attorneys donate some of their time for pro bono work in the community," says the senior partner of a firm. "It is a tradition of the legal profession to serve those who are unable to afford our services. It is a moral obligation."

"That's all good and well," counters another partner. "But the bar already has a program in place and we send a couple of associates over to help now and then. I think they stand in a booth at shopping centers or something and help people determine whether they need a lawyer or not. That's enough. We can't afford to have attorneys spending otherwise billable time working for free. If they have any extra time, they should be off looking for new business."

"Wait a minute," suggests a third partner. "Can't we find some way to make our pro bono services work for us in business development? It seems to me if we can find situations which provide a genuine community service but at the same time increase our attorney's visibility and credibility, then we are accomplishing both goals. Let's figure out some way to do that."

Part IV implementation

Professional services provided pro bono publico (Latin for "for the public good or welfare") by attorneys are not only of great value to those receiving them. If the type of work and the recipient are selected carefully, the work can also have great business-development value. This is a new concept just beginning to be understood by attorneys. In the foregoing narrative, it is the third partner that has hit upon the best program to satisfy both his partners' needs.

Pro bono services will never by themselves result in successful new business. But they have a legitimate role to play in a marketing plan. Their role will be established alongside other volunteer work, club memberships, seminars, and contributions as being one of many efforts to comprise a comprehensive and successful business development program.

Pro bono work is ingrained in the tradition of attorneys and has now become a formal part of most bar associations. Most practicing members of the bar, at some point in their careers, will perform pro bono work. While some professions such as doctors may in effect donate some "free" services to the needy, there is no other program that begins to compare with the attorney pro bono work. All attorneys can be justifiably proud of their profession and this tradition of community service.

But while attorneys may embrace pro bono work, it is invariably unfocused and not coordinated within a marketing program. It will therefore have little direct value to the attorney. The needy will obtain legal services, and the attorney will "feel good about it." But there is a great potential for additional value to the attorney.

What is pro bono?

Pro bono work is defined as professional legal services voluntarily provided to individuals or groups where the attorney's services are recognized and accepted as competent legal guidance. In pro bono work, attorneys provide professional counsel and services that require the unique training and expertise that only an attorney possesses.

Other volunteer work performed may draw on the attorney's unique skill and background, but it is not pro bono if the attorney is acting as an individual and not necessarily representing the legal profession. There are many kinds of community service and volunteer work where an attorney donates his or her time and energies that do not fit the definition of pro bono. Much pro bono work is sponsored through a local or statewide bar association. But many attorneys and firms are finding they can obtain much greater benefits and aid the needy as well if they initiate a program on their own. This enables them to have greater control over the input and outcome of the effort and to maximize program benefits for all concerned. Good pro bono programs provide high-quality legal service to needy groups, improve attorney self-worth and fulfillment, and help business development efforts.

Examples of pro bono work

Pro bono work has a tremendous value for society and is a boost to the overall image of the legal profession. It helps to dispel the myth that the profession is self-centered.

While attorneys themselves do most of the pro bono work, paralegals are also becoming involved in it. In New York, some of the larger firms release their paralegals for a certain number of hours per month to participate in social security hearings. For paralegals employed in business and corporate litigation, the opportunity to work one on one with clients and deal with "human issues" is usually most welcome.

Both attorneys and legal assistants of a Pittsburgh law firm have volunteered to work with the homeless, dealing with issues as varied as social security, family law (such as getting a temporary restraining order lifted), and welfare matters.

Value to attorneys

There is little agreement among attorneys of the value of pro bono work for marketing purposes. The enthusiasm for it varies greatly. For the client-focused attorney, pro bono work can be incorporated into a business development program by actively seeking out opportunities that fit pro bono criteria.

Services are most frequently provided in areas such as unemployment compensation, custody cases, social security, and other matters related to welfare. Senior citizens receive a good deal of pro bono work. Service is typically provided through activities such as "law day," where attorneys will go to senior centers and offer no-obligation counseling in 30-minute sessions, and so on.

But of what value is this to an attorney or firm that emphasizes corporate law and insurance defense? Very little. Since the opportunities for pro bono work are virtually endless, a little thought and focus by the attorney can ensure that these efforts work to support and complement other business development efforts.

Selecting a focus

An attorney or firm needs to identify individual or group goals (from the personal marketing plan or the firm marketing plan) and identify situations where pro bono work will support these efforts. Here is a listing of

o Personal injury typical areas of attorney practice where pro bono work would support the marketing program:

• Admiralty law
• Wills/probate
• Land use, real estate
• Landlord/tenant
• Debtor rights

While the immediate return on this investment may not always be present, the attorney will gain visibility and respect among many people who can be sources of work and referrals in the future. Judges, other attorneys, boards of directors, and individuals associated with these groups will all become aware of the work and will recognize the attorney's character and capabilities.

Publicity of pro bono work

Recalling our definition of good marketing ("doing good work and telling about it"), it follows that good efforts by an attorney or firm in the pro bono area can be used to draw favorable attention to a law firm. This can be done in various ways, ranging from tasteful tombstone advertisements in the general-interest media to mentions of the work in speeches and letters. It is entirely appropriate for an attorney or firm to create an advertisement that says something to the affect of this:

George J. Jones, attorney-at-law, is pleased to announce the completion of litigation work on behalf of the Westside Home for Unwed Mothers. The home will continue to provide shelter and counseling services at its present location on W. Main Street, following approval by the City to allow its conditional use permit. Mr. Jones, a land use attorney of the firm Johnson & Jones, provided legal counsel and services at no cost to the Westside Home.

An alternative is for the board of directors of the Westside Home to make the announcement. In either event, the tombstone advertisement could be placed by the attorney in various publications where it would be seen by clients and potential clients who would value the land use and zoning abilities of the attorney. This kind of activity is a clear example of embracing two of the "six Ps" of marketing-publics and politics.

The same language could also be used to issue a news release on the subject. The release must be written so that it is usable by the media, that is, the "news" is not that the attorney helped Westside for free but that the shelter received the conditional use permit.

Publicity like this invariably results in additional requests from other groups for assistance. Depending on the attorney's or firm's ability to help, other opportunities can be considered. An appropriate way to say "no" is to simply state that the attorney or firm has budgeted a certain number of attorney hours for pro bono work and that the Westside Shelter consumed this amount. The attorney can then tell the inquirer to send a letter of request for services for next year and that it will be considered.