Pro Bono Work May Pay Off for Idled Ad Hands
Just Because You're Out of a Job Doesn't Mean You Need to Be Out of Work
Peter Madden |
All of this talent idling is a real crime, and I may have a simple solution to get things moving again.
My solution isn't going to pay the bills, but it's sure to feed the soul, showcase your talent, make connections quickly and lead you toward that dream job quicker than you thought.
Work for free for a not-for-profit organization that needs your help.
We're taking this medicine at AgileCat. Since our inception we've had pro bono clients in the mix. I feel that any small agency -- from army of one to 100 -- should be doing the same, especially in this economy.
In our most recent case, we branded an organization formerly known as CADE (Corporate Alliance for Drug Education), based in Philadelphia. CADE helps kids K-8 make good decisions and resolve conflicts peacefully. Every day these kids can be found in situations where they need to make the right decision to stay away from everything from fights and drugs to gangs and worse.
We didn't perform this work expecting or hoping for some kind of payback. Just call it karma. Kelly Hennigan and Alison Horner, two of the cats here, had a blast doing the brand research and design, respectively. It gave the whole culture here a cool boost knowing we were doing something special for a well-meaning organization.
During this process, I thought more than a few times of so many talented people out there, circulating their resumes, meeting with connections at companies, looking to land a dream job or, in many cases, just looking to land on their feet.
What could be a better way to put this talent in action than for a not-for-profit in your area? Look beyond the dollars, and help people out that need it. In the short term, you'll feel that sense of responsibility that makes anyone love getting up in the morning. You'll meet some great people who will be able to experience your talent firsthand. It's also no secret that nonprofit companies are also feeling a major strain and need help now more than ever.
There aren't many chances to feel a little heroic in our business, but presenting our logo to CADE gave me a great sense of pride that carried over into all of our work. As someone once said, if it feels good -- do it.
This work has also lead me to thinking about starting a national network of marketeers who will exist to do pro bono work -- from design to social-media strategy -- for the many not-for-profits that need it. What do you think? I'll gauge my next steps depending on what I hear from you and post about it. Until the next time, have fun watching your talent open doors to a new future.
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Ditto your recommendation and the additional comments of your colleagues. We all need to look at the marketplace differently and be willing to try different models of working and creating/exchanging value.
I think Chris Butler in his comment above points out an important caveat on how professionals need to approach the client-vendor relationship when engaging in pro bono work. As a good client of mine recently pointed out, "good fences make good neighbors"...so don't be afraid to establish some ground rules up front to govern the level and length of support/service you are willing to provide pro bono for a client. Create a contract and be specific - state the number of hours or duration of time to be given. Describe the end products or deliverables that will be produced and the associated cost that is being waived. Outline what additional services, scope or time would cost so there is a clear transition from pro bono relationship to paying relationship. Putting the relationship to paper will help keep both parties aligned and on track as well as reinforce the business value being provided. Hope this helps - keep us posted on this evolving space! Michelle Batten, iMediaWorks (www.iMediaWorksConnect.com)
There is a fledgling group (born on March 2, 2009) on linked-in with this in mind. It needs help in terms of making connections. (by the way, taproot is a member). Perhaps help promoting it would help. It also needs a logo with some sex-appeal: PRO BONO MARKETING SERVICES FOR NON PROFITS
http://www.linkedin.com/groups?about=&gid=1829369&trk=anet_ug_grppro
You can read that post here:
http://suddenlyfrugal.wordpress.com/2009/04/07/5-job-interviewing-tips-for-college-seniors/
Leah
Doing work for non-profits may feed your ego for awhile but they are built to drain you of your valuable time. You give and they take, take and take. If you do not have money to support the organization (which is priority one these days for non-profits) they will not use you for any of the work they have a budget for. They will use people or agencies that can build connections for their financial gain. The only time I would recommend doing Pro-Bono work (26 years experience) would be helping a paying client with their community or corporate social responsibility initiatives.
That is a little harsh don't you think? Of course the whole idea of pro bono work is that YOU give and THEY take. Not to say that there aren't a few that might be abusive, but that is all about how you, the marketing professional manages the relationship.
Just as in any good project, there must be clear definitions of scope and scale. Outlines of roles, clear understanding of who has the sign-off rights so you are dealing with the correct person (learned that one the hard way).
They aren't used to working in the business world, so it is up to us the professionals to guide them by setting the standard. That way, both are happy with the outcome.
Of course, every non-profit that you offer free agency services to jumps at the opportunity. But like John said, they take, take and take. Non-profit employees are used to working long hours for little pay, and they don't understand that they are not the agency's only client. Especially with smaller non-profits, the idea of scope and scale seem to become foreign to them if they know they aren't going to be receiving a bill at the end of the project.
I still do pro bono work on occasion, but I make certain that the non-profit is aware that I am doing this in a personal capacity as a volunteer, not in a professional capacity.
Thanks for the comments. If you take this route, I firmly agree you need to 1) set parameters - scope of work, specific hours you will be dedicating; 2) be passionate about the group your work is supporting (this will make it more fun for you, also); and 3) obviously put the same effort into the project as you would a paying client. Free work doesn't mean weak work. Also, make sure your eyes are wide-open to the person/people you'll be working with and that there is a good mesh of personalities. Finally - put the agreement in writing! Good fences do make good neighbors (thanks Michelle B from iMediaWorks) but solid contracts keep everyone honest! Best to you in life and business...
Peter (a cat 001)
As a strong animal rights/animal protection supporter: I sent notes to marketing or communications directors at several animal rights/Humane Society organizations in my area last year, offering pro-bono copywriting services for any newsletters, flyers, communications they needed.
NOT ONE acknowledged my note -even just to say "thanks but no thanks." I suspect most aren't interested in help unless it comes from a "name" agency. Which is fine - but couldn't they take 2 seconds to reply via a 1-line email or voice mail message?
Guess I'll just keep billing for my skills/expertise - and maybe walk the dogs or donate supplies once in a while instead!
Now, while I was redirected to other sites that might be helpful, I felt it short sighted of them to disregard my experience, when I hadn't even taken on a project and a few miles obviously would not bother me, when I needed something for my idle hands to do.
Not knocking the organization, but if you live outside their current metros, they probably will not consider you.
Tom Oder