Marketing Mailbag : Bothwell Marketing, Inc.

HELPING HAND: Firms Can Raise Profiles by Volunteering Time, Resources

published in the Daily Journal

Dear Sluggish:
As the recession and recent tragic events take their toll on businesses, both emotionally and financially, right now might not seem like a good time to market. However, it may be a good time to get involved, and by that I mean giving something back to your community.

At times like these, American businesses and law firms are always at their best in terms of giving generous donations. But, in good times and bad, some of the most successful business developers are the ones who also give of their time. Executives at the highest level of major corporations often participate in community and charitable programs. You may find to your surprise, that as well as doing good, your firm's reputation is greatly enhanced as a result of your benevolent activities.

Raising funds is the most important and most difficult work facing non-profit organizations. These organizations would welcome legal professionals with business community contacts who can help raise the organization's profile and mission, as well as solicit funds. This kind of activity could also be a good training ground to learn the skills necessary to promote your practice. It is all about developing relationships and communicating purposes and goals. Consider volunteering for an organization that focuses on a disease or disability that affects a relative or friend, or help with a local issue central to your life, such as a school or a senior center.

Tom Harris, a former Gap executive, now chief administrative officer for the James Irvine Foundation, a board member of the Oakland Zoo and chairman of the board for San Francisco-based Project Open Hand, sees the benefits of community involvement from both the non-profit and corporate sponsor perspectives. "When I was at the Gap the company was very active in many community-based causes. It was readily apparent which local companies were also contributing their time and money to worthwhile causes. And I think the business leaders who are involved take note of who is participating, and they tend to think more positively in general about those companies."

And don't forget about the staff and more junior lawyers at your firm. Encouraging management and employees to give time to those in less fortunate circumstances can have a powerful effect on team building and morale. People feel good about working for a firm that cares.

Why not support those in your firm who are willing to set up a volunteer program. For example, some companies and firms specify how much paid time employees are allowed off in a year for volunteer work. Although it may only be one day a year, making it official shows that your firm is taking volunteerism seriously. Likewise, a specific budget can be set to cover flyers, meeting expenses and promotional items, such as volunteer T-shirts, water bottles and hats - the sorts of items that demonstrate the firm's backing and make it more fun for those involved.

To get started, discuss the prospect of volunteerism at some senior management meetings. Discuss interesting projects and decide if there are certain team events that you might want to join on an annual basis, such as March of Dimes or Race for the Cure. Talk to people in other companies about events that have worked for them. They should be happy to share their experiences. After all, nobody's worried about giving away secrets in this arena.

The following are examples of activities that could be part of a community services program for a firm:

Offering free legal advice to different sectors of the population.
Educating high school children about what it means to be a lawyer.
Helping people with AIDs and disabilities handle legal claims.
Teaching developmentally challenged children reading and writing skills
Painting and decorating a recreational hall for children.
Delivering meals to senior citizens.
Working on environmental projects.

The list is endless. Consider where the interests of your employees lie. Check out programs that are already happening and see if your community might also benefit from following a successful model. In San Jose on Monday nights, for instance, low-income residents can take advantage of a free 20-minute legal consultation provided by volunteer attorneys in a pilot program. Spanish language consultations are also offered. This program, called Lawyers in the Library, was modeled after a successful program in Alameda County where lawyers provided free legal consultation in public libraries.

How can you measure success with this kind of program? You could consider the impact the project had on the community, how much the employees enjoyed the work or how the firm as a whole was affected by departments working together, as shown by a noticeable improvement in morale or improved communication between departments.

Believing that you can make a difference is reason enough to get involved. Being viewed as a good neighbor by your peers in the business world can be an added bonus to your firm's business development efforts.