Making the best use of pro bono help

1. Making the best use of pro bono help Part 3 Getting the right structure in place

2. Understand responsibilities • Receiver responsibility: • Be clear what you are asking for and why • Ask for it properly and respectfully • Know your own organisation and tie it back to what it needs • Targeted v blanket approach • Resist urge to take what is given or for the sake of being offered • Pick your wins • See it as an equal relationship – the giver benefits too remember! • Communicate your appreciation and the positive impacts of the support • Giver responsibility: • Respond to the brief effectively • Establish the benefits of participating and supporting • Resist killing with kindness – listen! • Tailor support to their needs • Ensure same level of quality and professionalism • Allow for change and learning • Evaluate benefits and impacts • See it as an equal relationship – there are many business benefits to providing support • Be clear on the business benefit not just the PR opportunity

3. Step 1: Client Need • What do you want and why • Be clear why pro bono is the right route as opposed to another • Research organisations that align with your needs, vision, objectives • Identify common ground and key motives for them supporting you • What strings are you willing to attach to?

4. Step 2: Cast the net….widely! • Are there brokerages out there that can help? • Do you have an existing relationship? • Do any of your partners have a relationship that could be of value? • Use social and other media to communicate the issue you are seeking support from to rally interest • Don’t be too prescriptive – set the parameters of the issue and invite creative solutions and ideas • Communicate the anticipated outcome and impacts of the support

5. Step 3: Establishment • Agree the business/organisational case for asking and supporting • Identify the mutual benefits • Establish a structure on both sides for managing the relationship • This needs to include sharing ideas and feedback at all levels of the organisation • Learn about each other’s organisation, objectives, priorities and vision

6. Step 4: Strategy • Behave like a client a set a clear brief! • Set the standard for on-going relationship, behaviours and expected outcomes from the start • What wider purpose does the support contribute to and make sure partners understand • Don’t squander the support! • Explore all options for delivering the support leaving room for creativity and innovation • Use the opportunity to change behaviours within the giving organisation • Agree the level of publicity both sides are comfortable with • Make sure it’s a truly joint approach – not just receiver receiving!

7. Step 5: Build the relationship • Meet regularly and evaluate progress • Don’t be afraid to change • Monitor outcomes and assess how the support is meeting objectives and brief • Make it bespoke!

8. Step 6: Grease the wheel • Opportunity to develop a sustainable relationship for future collaboration • Could lead to follow on work and new relationships for giver • Staff acquire new skills and experiences • Not just a one-way “feel-good” relationship • Could be lost any time • Heart strings are tenuous and fickle!