Establishing pro bono service to deliver marketing and communications assistance to local nonprofit organizations
Abstract
As more companies and individuals are volunteering professional skills to assist nonprofit organizations in creating or improving business practices, pro bono has moved from the legal field to encompass many arenas. This effective practice highlights how Time Warner established a pro bono consulting firm to increase the impact of community engagement practices already in place, and offers successful project examples.
Issue
While there is increasing reliance on and need for nonprofit services in the health care, housing, food, education, and cultural sectors of society, the sustainability of nonprofit organizations is oftentimes neglected.
Setting high standards for corporate pro bono engagement will encourage other corporations to develop similar models for the benefit of further developing the nation’s workforce and serving the communities where they do business.
Action
The Pro Bono Consulting Program
Pro Bono Consulting (PBC), Time Warner’s pro bono program, works in conjunction with Time Warner’s corporate grant-making efforts to increase the impact of their community engagement through significant non-financial contributions. Modeled after the best practices of law and advertising firms, PBC was launched in 2005 in partnership with the Taproot Foundation. Through PBC, employees are engaged each year on volunteer project teams to deliver marketing and communications services to local nonprofit organizations.
PBC is designed to build a sustainable community of support around pro bono work at Time Warner. The program provides the necessary management and infrastructure to ensure that the pro bono work of their employees is effective and efficient. The Taproot Foundation manages the day-to-day implementation of the pro bono projects and provides ongoing support to employees conducting pro bono work.
Project Example:
Harlem Educational Activities Fund
Harlem Educational Activities Fund (HEAF) provides academic resources and leadership training to under-served public school students from sixth through twelfth grade. HEAF felt it had been lacking visibility both in the Harlem community and beyond. By working with PBC, HEAF developed a new cohesive visual identity that embodies the mission of the organization and resonates with its key stakeholders. Through in-depth research on the key attributes and personality of the organization, the PBC team developed a positioning statement to anchor HEAF’s communications. The team implemented the communications strategy with the design of a new logo and tagline. The success of the project has led HEAF to request a redesign of their website to incorporate their new visual identity and positioning.
Context
Time Warner, Inc. is a leading media and entertainment company whose businesses include interactive services, cable systems, filmed entertainment, television networks, and publishing.
Outcome
For Time Warner, pro bono is good business because the company draws a direct connection between community service and employee learning and development objectives. Employees are nominated by management to participate in pro bono projects that will hone their skill sets. PBC is seen as a strong opportunity for developing middle management in a low-risk environment that benefits the community.
PBC also provides Time Warner with a means to connect individuals from different departments of the company, offering them the opportunity to strengthen their team skills, leadership abilities, and communication between divisions. The program has the potential to have a significant impact on bridging departments within the company to share best practices and better understand cultural differences.
Evidence
In its first two years, Time Warner fully developed the infrastructure for a sustainable pro bono program that involves employees from all departments of the company. The program engaged over 70 employees in its pilot year, donating $480,000 in pro bono services to 12 nonprofit organizations.
Time Warner expects to see an increase in the number of employees involved each year. To do this, the program hopes to identify additional pro bono opportunities that more extensively leverage the skills of its film and television production, interactive services, and publishing specialists. In addition, it strives to set high standards for corporate pro bono engagement and will continue to encourage other corporations to develop similar models.
Resources
See the Resource Center’s pro bono page at http://www.nationalserviceresources.org/probono.