For the 23rd Annual Pro Bono Week, our CEO Melissa Davis explains why law firms, lawyers and business services personnel shouldn’t shy away from publicly celebrating their pro bono achievements and goals.
The first rule of pro bono is: you must always talk about pro bono. As Pro Bono Week enters its 23rd year, lawyers and firms should embrace this well-earned opportunity to shout their initiatives and achievements from the hill tops.
Except often they don’t.
Despite the countless positives pro bono work brings, many lawyers hold back in the belief that it’s something you do quietly and selflessly. Mindful of the privilege that their industry and clients enjoy, and the high-earning nature of the work they do, some lawyers are also fearful that any pro bono-related publicity is greeted with deep cynicism.
This reticence needs to stop. The law is an impenetrable and opaque world to most outsiders. The time and expertise required to navigate it successfully is worth its weight in gold. For charitable organisations or private individuals with limited means, such high costs can be a major barrier to growth, or a tragic bar to justice. The law is one of the few industries where pro bono work can have a profoundly life changing impact. Good lawyers are expensive for a reason, so when their time and hard-earned expertise is freely donated the benefits are manifold.
Do well by doing good
Social democracy is built around the principle of enlightened self-interest – the notion that helping others ultimately benefits you. The same applies to pro bono work, and that’s not something anyone should be ashamed of or cynical about.
The benefits of pro bono work extend beyond just the immediate recipients. Both law firms and individual lawyers gain tremendously from engaging in these efforts. Firms that include pro bono as part of their core ethos will be more attractive to socially conscious clients that want advisers to reflect their own values and culture.
A robust pro bono programme is also an increasingly powerful tool for recruiting and retaining talent and reflects well on the culture of a firm. Today’s law graduates aren’t motivated purely by salary, they also want work environments that offer purpose and the opportunity to make a positive impact. Firms that provide ample pro bono opportunities are more likely to attract these idealistic young lawyers. The same applies to retaining existing staff, where pro bono work can increase job satisfaction and loyalty.
At MD Communications, we’ve had a direct view of how a firm’s standing is enhanced by the way it publicises its pro bono work. In helping clients spotlight their contributions to society, we have seen them attract not just clients, but also top-tier talent. The internal benefits are also plain to see, because when lawyers are recognised for their altruistic efforts, it fosters a more engaged and motivated workforce.
When I set up MD Communications back in 2010, one of the drivers was to have more flexibility to do good and give back. Our first pro bono project was supporting the Deaf Law Centre – which sadly no longer exists. I remember the buzz from using skills I had in my toolkit to make a difference to highlight how the centre needed vital funding to support those affected by hearing difficulties. As we continue to practice what we preach, we have the privilege to work pro bono with: Only Mums & Dads, the Positive Parenting Alliance (of which we are founding members), Infertility in the City, and the InterLaw Diversity Forum, Skylarks and many other autism and neurodiversity charities, and many others to name but a few. We have won awards for it and we are recognised as a purpose agency as a result. Most of all, we all thoroughly love doing it.
Collective efforts
Firms with the most successful pro bono programmes should also look beyond their lawyers. Business services personnel, such as IT, HR, marketing, and business development staff, also possess valuable skills and insights that can add great value to pro bono projects.
Involving business services personnel also helps break down firm silos and fosters a more collaborative and inclusive culture, bringing with it major gains in job satisfaction and engagement. Crucially, it demonstrates that the firm’s pro bono commitment is not just a marketing ploy, but a deeply ingrained value that extends to all employees.
Recently, the opportunities for non-lawyers have expanded greatly, thanks largely to the efforts of the great Fred Banning, who sadly died in 2023, in establishing Fifth Day to promote the pro bono contributions tha
Personal gains
Whether a lawyer or non-lawyer, pro bono is an excellent way to develop professional skills, build relationships, and engage with causes and communities that might otherwise pass you by. A growing empathy and a willingness to embrace new perspectives is an essential tool for avoiding the tyranny of group think.
Pro bono allows lawyers to handle unusual cases and take on responsibilities that they might not encounter in their regular work. For junior lawyers, in particular, pro bono cases often provide more client contact and greater responsibilities, which are invaluable for their growth and confidence.
Share the gains
If lawyers and firms never highlight these pro bono benefits, no one will ever know about them. Rival firms and lawyers will never see the positives and never wish to emulate them.
To help expand the virtuous circle, all firms and lawyers have a duty to the sector to showcase their commitment to pro bono. Highlighting the legal profession’s positive impacts on society will help counter the negative stereotypes and break down barriers for talent who might otherwise choose a different profession.
That’s why Pro Bono Week is the perfect opportunity for publicly celebrating these wins.
In seeing you do well, others will also be inspired to do good.
To find out more about we support our local communities, take a look at our pro bono webpage.
