Pro Bono as a Marketing Strategy

The Wall Street Journal recently reported on small business trend that is becoming more popular in the current economy – providing volunteer or pro bono services to non-profit organizations in their communities in the hopes that the charity work will produce paying work in the future.
This particular strategy makes sense in today’s marketplace because the slower economy leaves excess capacity on the production floors and in the creative offices in small businesses all around the country. Gail Sullivan of Studio G Architects Inc. sums up her reasons for her pro-bono efforts: “Offering the pro bono services has given us a chance to maintain our design vigor [and] resulted in people hiring us”
Providing charity work in the community gives small businesses an opportunity to keep employees (whom they want to hang on to for when the economy improves) busy while providing value in their communities, keeping their company visible and building new relationships in the non-profit sector of the economy.
This strategy also recognizes that relationships matter more now than ever and that one way to get to know others is to invest your time, talent or treasure into a venture that you both find useful or beneficial.

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Filed under Leadership, Responsibility, Trends

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