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 examines how various nonprofits in New York utilized Pentagram Design’s pro bono services to revitalize a park, green space, and public theater.

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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.

Nonprofit organizations can enhance sustainability by reaching out to targeted organizations to provide pro bono services.

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Action

Madison Square Park

Madison Square Park is a public park located directly across the street from Pentagram’s office in Manhattan’s Flatiron District. The nonprofit organization Madison Square Park Conservancy asked Pentagram’s pro bono design talent to help revive the park’s image after a prolonged period of neglect. In response, Pentagram created an identity for the park that now appears on banners, promotional materials, and the Conservancy’s website. Pentagram also redesigned the environmental graphics and packaging for the on-site hamburger joint, “Shake Shack,” that was established to contribute to the park’s revitalization.

High Line

The High Line is a 1.5-mile unused elevated railroad track that runs along the West Side of Manhattan. When a group of community members were looking to gain public and government support to transform the track into a one-of-a-kind elevated green space, they asked Pentagram to design a logo for their awareness campaign.

Public Theater

Over the last 14 years, Pentagram has developed numerous promotional posters and marketing materials for the Public Theater in New York City. Perhaps best known for its summertime Shakespeare in the Park series, the Public Theater is dedicated to making high-quality theatrical productions accessible and relevant to the public.

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Context

Pentagram is an international, multidisciplinary design firm whose partners are all working designers — graphic designers, product designers, and architects — who collaborate in the creation of graphics, identity, architecture, interiors, and products. Pentagram believes that ideas make design distinctive, and that identity, function, aesthetics, and value make design work.

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Outcome

Pentagram feels strongly that pro bono is good business. As a result of its pro bono work, the firm has attracted new clients and retained and strengthened relationships with existing ones. Pro bono projects tend to have fewer restrictions and easier approval processes, which allows Pentagram designers greater freedom and creativity. And, by securing new clients and strengthening their reputation for quality and innovative design, pro bono work ultimately has helped to increase its revenue.

“We do it [pro bono] because it’s good business. . . A lot of the work we’ve done is outside, public and very visible, so clients will call us because they’ve seen the design. I can’t tell you how many jobs I’ve gotten through the Public Theater. We’re connected to virtually every cultural organization in the city and we’re rewarded in recommendations as well as being included in groups where we find out information about upcoming projects—it’s all very good business.” — Paula Scher, Partner, Pentagram Design

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Evidence

As a result of its efforts, Madison Square Park is a bustling green space whose lawns, gardens, and public programs draw visitors from all over the city. Through this pro bono project, Pentagram not only improved the quality of its own neighborhood, but also expanded its reputation within the community and gained public recognition.

Due to Pentagram’s contribution to the High Line Project, an incredible amount of popular support has been generated, the organization’s fundraising capabilities have dramatically increased, and the project is currently under construction.

The work Pentagram has created for the Public Theater has heightened awareness of the institution and its mission as well as the theatrical productions it stages.

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For More Information

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Resources

See the Resource Center’s pro bono page at www.nationalserviceresources.org/probono.

Related Practices

• Providing social services with corporate volunteers
• Linking law students with volunteer opportunities

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