Pro bono: a win-win for firms & clients

• While lawyers and firms do pro bono primarily because it is the right thing to do, there is no need to ignore the other motivating factors that make up the business case, such as improved employee retention and bolstered ESG credentials.

After a decade in the pro bono sector, I can confidently assert that there are many reasons for doing legal pro bono work, and a large number have a powerful business case to back them up. For those of us in the pro bono world we, rightly, spend most of our time focusing on the clients, the causes, and the feeling you get from doing the right thing, but an often-overlooked reason is that it makes great business sense.

An active pro bono practice can assist in the recruitment and retention of talented staff, improve legal skills, build a sense of workplace community, as well as demonstrating a firm’s environmental, social, and governance (ESG) credentials, attracting value-matched clients, and opening the firm up to new markets. These reasons do not detract from the altruism of legal pro bono; rather, they complement it.

Anyone who has worked with clients, be they individuals or not-for-profits, can tell you that there is no greater gift a qualified lawyer can give than providing pro bono legal advice to those who need it. It is the most effective and impactful way for lawyers to give their time. While non-legal community volunteering programmes can be valuable, this type of volunteering does not usually maximise a lawyer’s skills and expertise. There is a growing realisation that using professional skills to support organisations and individuals, pro bono (for the public good), is a much more effective approach.

Here at LawWorks (the Solicitors Pro Bono Group), we strongly believe that investment in pro bono can support wider firm or organisational goals. Every firm will have a different driver for why they are engaging in pro bono; yet, across the board there can and should be a universal acknowledgment that pro bono has a business case. Pro bono can improve a firm’s ability to attract and serve its lawyers, as well as its commercial clients, should it allow itself to be open to the possibilities.

In a market where the competition for legal talent—be it recent law school graduates, mid-level associates, or partners—is fierce, firms that support effective pro bono programmes enjoy a competitive advantage when recruiting new staff. A strong pro bono culture contributes to a sense of the organisation as a unique place to work, which encourages the interests and development of its staff in meaningful ways. Pro bono can not only provide effective training and personal development, but also does so within a framework that fosters cross-firm working, and supports the needs of the wider community. Firms tell us that they are increasingly asked at interviews what pro bono opportunities are available and how is this work supported. Solicitors understand that pro bono work can help them grow and develop their legal expertise, giving them exposure to different types of legal work, different types of clients, and lawyers from across practice areas; and they want to work for firms who can support them to access these opportunities.

Like all large businesses, law firms are continually trying to create a sense of identity and community within their workforce. The pace of growth and change in law firms can undermine attempts to create a ‘one firm’ identity. Pro bono can contribute to the character and coherence of this identity and instil a sense of pride and an appreciation for the culture of the firm as a conscientious employer and citizen.

Everyone’s a winner

In addition, this identity does not only engage employees, but also potential clients. Firms that invest in their pro bono offerings are able to use their pro bono programmes as a key point of differentiation in the market, both to attract potential clients, and as a means of strengthening relationships with existing clients. Pro bono provides a credible public narrative, not just telling, but demonstrating the values and culture of a firm. A pro bono achievement demonstrates that a firm is living its acknowledged values and raises awareness of the firm’s brand and its legal ethics. Furthermore, collaborating with the in-house legal teams of clients on pro bono activities can create an impressive suite of legal skills which can benefit the community while developing more meaningful client relationships. It is a win-win for business and the community.

In conclusion, while lawyers and firms do pro bono primarily because it is the right thing to do, there is no need to ignore the other motivating factors that make up the business case. Undertaking pro bono can motivate employees, develop their skills and therefore improve overall performance. In this way, it helps with both staff recruitment and retention. Additionally, pro bono can be essential to meeting clients’ requirements and developing stronger client relationships. The long-term profitability of a business is supported, not undermined, by a commitment to pro bono, and firms of all types and sizes can benefit while helping the communities in which they operate.

At LawWorks we believe that when it comes to pro bono there is no need to ‘make windows into men’s souls’ (a favourite line of mine, stolen from Elizabeth I)—there are often virtuous circles. The outcome for the client is paramount. What inspires you or your firm to embark on your pro bono journey is ultimately an internal business decision that will result in quality legal advice to those in need. Whatever the reason for your pro bono work, LawWorks is always happy to support firms on this journey.