CorpComms Magazine

Stuart Valentine, Founder, SAV

At SAV, we have a 'charitable commitment'. Although we're focused on helping businesses use the Internet to become more successful, we like to use the same skills to help non-profit-making organisations.

Every year we redesign the website of a worthy cause. It's not a quick freebie, either; we provide our full service. We take the time to understand the client's objectives, the aims of their website, and what a good result would do for them. It's a particularly fascinating process in the not-for-profit sector, where there are many alternative measures of success.

How do you find such a deal for your charity? The first thing to do is put yourself in an agency's shoes. Though it can be hard to believe, altruism is everywhere in the industry. It's just that directors can struggle to make room for charitable work amid the daily demands of paying clients. The more compelling your project, the more likely they'll be able to find the time.

So, when you approach an agency, think about what makes your project interesting. Do you have a household name? A topical cause? A friendly journalist who'll write up the outstanding result? In short, understand and communicate the benefits that helping you would bring to the agency you approach.

Beyond that, consider why they would choose you if presented with several similar requests. Perhaps you can offer the chance to do something new and exciting, that they're itching to try out. Perhaps you're just really easy to deal with.

It feels a little disingenuous to start an article with a charitable commitment born of genuine altruism and end it with suggestions for exploiting agencies' cynicism. But, the truth is, we all want to bring a little good to the world. Give us an excuse to put aside the day job!

Sara Render, Chief executive, Kinross + Render

It is important that your pitch not only convinces the agency that you are the 'right' choice for them, but also provides evidence that you will be a good client. This means a thorough brief, agreement at the outset on clear and achievable measures of success and a partnership that meets their needs as well as yours.

The process should begin with identifying agencies that will be likely to consider you and are a good fit. Your research should include relevant experience, location, your synergies with their existing client base and whether they are already committed to a charity partner.

Some agencies will have an established programme where single charities are supported for two years or more. Others will support on an ad hoc and relatively informal basis. Getting support from the latter kind of agency often needs a personal contact. However, for those with an established formal programme, make contact with their CSR lead to find out how their selection process operates, the key criteria they apply and deadlines for registering and applications.

Agencies do pro bono work for four main reasons. First, they want to be good corporate citizens that make a real difference. Second, they want to strengthen credentials and profile within a particular sector. Third, they want a good award winning case study for use in marketing. Last, but not least, they want to give their staff interesting work that makes them feel good about themselves and the agency.

So, when you pitch, produce evidence that your work makes the world a better place and good reasons why you can't manage a fee. Be clear about the synergies with the agency's own target market. Try to ensure a brief that gives the agency the opportunity to create and action a distinctive programme with clearly defined and achievable measures of success. And finally, show you will be nice to work with by being both professional and friendly.

Bear in mind that nine times out of ten an agency will make a decision on a recipient and approach the charity concerned rather than the other way round. If you get an offer, don't be so overcome with gratitude that you fail to agree clear measures of success. After all, aim at nothing and you'll hit it!

Claire Walker, Chief executive and Founder, Firefly

With the struggles we're all facing during the current economic crisis, it could be forgiven that pro bono work finds itself at the bottom of the business agenda for many companies. However, it needs to be remembered that working for a charity or not-for-profit organisation for no fee is not only beneficial to the recipient, but also the provider.

So what's in it for the provider? There is no better opportunity to experiment, try new strategies and tactics than when working with a non-paying client. With pro bono clients, it's often a more balanced, collaborative working relationship as you're not working with their money. This in turn can often make them not only more appreciative of your work, but also open to trying new ideas and pushing the envelope of creativity to achieve something original and memorable.

In terms of the consultancy's reputation, it's a 'win win' situation. Market place perception of a company actually walking the walk when it comes to CSR or activity is a great selling tool. It's not just about the warm and fuzzy factor, but what you're doing is illustrating commitment. Anyone can write a cheque and give it to a charity, but a company that offers its skills and knowledge over an extended period of time says a lot more.

It's a great motivator for employees, too. If you include them during the initial stages of looking for the charity to work with, they will really feel a part of it. You'll be surprised how passionate some of your employees are about certain causes. Pro bono work is also a fantastic way to set your business apart from competitors when in comes to attracting new talent.

Of course, not all businesses are in a position to offer free services to those who may need it, but if you are, then you have everything to gain from the experience, except a fee of course! 

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