Our senior consultant, Lindsay Firestone, recently distributed a thoughtful article entitled "Recession Driving Changes in Corporate Philanthropy" by Joshua Kucera in US News and World Report spotlighting our corporate partners in the philanthropy field. The examples pulled from the industry showcase a variety of pro bono models done well, from Deloitte's team-based approach to Gap's coaching and mentoring of nonprofit staff members through the company's executive management courses.
Be sure to check it out, or browse through a few quotes from the article that stuck with me:
"But volunteerism is also increasingly in the zeitgeist, and
companies that want to attract the best recruits are trying to
incorporate that into their corporate culture."
Has volunteering really become something cool and attractive? As Evan Hochberg of Deloitte mentions, the new generation of
professionals "defines philanthropy by action, not cash." It's important to note that to harness this talent and enthusiasm requires more than just a slapdash, one-off efforts; it takes an internal cultural shift and a commitment to a regular engagement in public service.
"Now that 'corporate social responsibility' has matured from a buzzword to standard business practice, it's becoming more common to think of philanthropy and business not as two separate things, but things that are mutually reinforcing." When Taproot Foundation began in 2001, the pro bono model was strikingly innovative. It's surprising and encouraging to learn the idea is now a "standard." But there still is plenty of work to be done as corporations thoughtfully consider what issues to tackle and learn to scale and measure their programs for maximum impact.
"But defenders of this form of philanthropy say that, as self-serving as it might be, it's better than the old approach, which too often was just writing checks with no strategy." The pro bono and other corporate philanthropy models still need to be perfected. As the article mentions, there will be questions surrounding the genuine intentions and conflicts of interest for corporations. These are issues that need to be addressed, but until and if they are resolved, the fact remains that the developing pro bono movement is creating real, strategic, and effective social change. And even as the models for creating social impact continue to be refined, it's a step in the right direction.
Tomorrow marks the 20th anniversary of Make A Difference Day, the largest national day of community service. The annual event, sponsored by HandsOn Network and USA WEEKEND is celebrated every fourth Saturday in October. People all around the country will be banding together to make their communities a better place. Hopefully it will be a starting point for everyone to embrace an ongoing commitment to service. You can find and announce your projects on the on the HandsOn network Web site, as well as share your story and gather resources to spread the word.
At Taproot, we have our own twist on the event. Beyond just making a difference, why not also MAKE IT MATTER? Pro bono engagements can bring added rewards by creating long-term infrastructure for nonprofits while also allowing you to sharpen and use your professional skills in new settings. As you search for projects in your area, consider the sustainability of the work you do and contribute meaningfully by utilizing your personal strengths to effect social change. If you're thinking beyond just one day of service, consider signing up to work pro bono on with a local nonprofit and apply online at www.taprootfoundation.org/giveprobono.
As the ad executives at Sterling Cooper Draper Price close their fourth season on AMC's award-winning series Mad Men, America's most beloved Madison Avenue agency takes a very interesting turn, picking up their first pro bono account, the American Cancer Society. In the finale, after the fictional firm loses Lucky Strike, their biggest account that encompassed 60 percent of their billings, Donald Draper (Jon Hamm), writes an article for The New York Times entitled, "Why I Quit Smoking" that catches the interest of one of the oldest nonprofit organizations in the United States. A shocking shift, as the hit show's first episode revolved around Draper's search for the perfect tagline for Lucky Strike: "It's Toasted." But given tight financial constraints, the agency looks for opportunities to advance their brand and sees the promise and opportunity in partnering with the American Cancer Society. Initially, the partners laugh at the idea ("We can't eat prestige," says finance executive Lane Price), but Draper and his colleague, Ken Cosgrove, understand the value in signing new clients, and the value of philanthropy, pointing out, "There are a lot of big wigs on the board."
While our current opinions of philanthropy are a touch more sincere, we now see where our mommies and daddies get their spirit of service. Corporate citizenship, as this story suggests, is a win-win situation. As real-life studies have shown, this approach:
bodes well for company morale,
links firms with important causes, and
creates power through relationships.
Pro bono service takes the next step and infuses the power and prestige of business with the vision and passion of the nonprofit sector to give birth to a wealth of entrepreneurial capital.
How ironic that at the headquarters of fictional ad agency, the Time & Life Building, would be the home to the Taproot Foundation's New York office just fifty years later. Surely the Roger Sterlings and Don Drapers of today would be more open to the idea of skills-based philanthropic investment, a point proven by the sheer number of business professionals who apply--many from Madison Avenue--to engage in pro bono service through the Taproot Foundation. The culture of the corporate sector has changed dramatically, and the benefits are remarkable on both sides.
In our current marketplace, large corporations, like our partners at Gap, Inc. and Merck are investing in the creation of pro bono programs to promote the ethic of service and deliver much needed skills to nonprofits that support their communities. This cultural exchange has helped Taproot Foundation build the market for pro bono and changed the mode of "giving back" for generations to come.
It is inspiring to see Don Draper speak to the board of the American Cancer Society, giving them a strategy to change smoking behavior and create a real impact in people's lives. Our pro bono consultants get to see this every day they volunteer with our nonprofit grantees. Mad Men fans, do you think Don Draper or Peggy Olson is a pro bono hero? Do you know a pro bono hero in your community? Nominate them to be the Pro Bono Role Model of the Year at http://www.taprootfoundation.org/s/blog!
Francesca Krihely is a Development Fellow at the Taproot Foundation.
Taproot invited writer, teacher, and speaker Courtney E. Martin, author of the newly-released bookDo It Anyway, to speak with us on the impact of the Millennial generation's contribution to social change. As Aaron, our president and CEO, pointed out, it is this cohort (born between 1980 and 2001), which is just now beginning to mature in their professional careers, that will carry on the pro bono ethic across multiple business sectors.
"The change needed to engage this generation is not one that will happen because we target this audience. We need to infuse it into our DNA and how we work. We must meet them where they are and not try to bring them to us," Aaron told us.
In her book, Courtney painstakingly profiles eight young activists who have found ways to use their unique personal strengths to effect social change. The final portraits are honest and complex, a reflection of the contradictions and circumstances with which many young people struggle as they seek to make a meaningful impact. While our discussion lasted well into the hour, here are a few ideas from Courtney that I found useful in distinguishing and appealing to the Millennial generation.
REDISTRIBUTE THE POWER vs. BE THE POWER
During the early modern wave of activism in the 1960's, the popular mantra was fight the power. But as idealism gave way to reality for young social change agents of that generation, the prevalent strategy shifted to be the power as baby boomers sought to work from within the system to make a difference. They were successful, too, even reaching the White House. Young people threw their support behind Barack Obama, a candidate they believed in, and won.
But not even that was enough to effect the lasting change that Millennials crave. So Courtney recommended a new slogan for this generation: redistribute the power. This is a generation that is often disillusioned with the system, but also recognizes that government and corporations also play an important role in society and can be used for good. This is the generation that can take pro bono to the next level by using their positions in any sector to be heard and fight for social causes.
YOU CAN SAVE THE WORLD vs. YOU HAVE SOMETHING WORTHWHILE TO GIVE
The Millennial generation has a heavy burden to carry on the unfinished work of its idealistic forerunners. But the payoff is more intrinsic that you might expect. Sure, the Millennials appreciate awards and recognition, but the underlying desire, says Courtney, is knowing they have something of value to contribute. As this
generation begins to give back, they want to know that what they're doing is
leaving a legacy. And it is small victories along the way that ultimately are
the most meaningful.
Pro bono engagements can fill this role by ensuring their most developed expertise is being put to the best use. Skills-based volunteering ensures that young professionals are being engaged in areas where they are most confident and likely to flourish. Those seeking to harness the enthusiasm and idealism of the Millennial generation would be wise to examine they way they dispense recognition and challenge the new wave of activists in intentional and thoughtful ways.
MARTYR MENTALITY vs. MUTUAL INTEREST
In ages past, fighting for social change meant giving up something. The public sector was kept separate from the private, and if you wanted to have a "real" job while still giving back, the primary mode of philanthropy was throwing money at a problem. The other perceived option went along the lines of quitting your job, living in the woods, attending protests, and chaining yourself to a tree.
But the perceptions are now changing with a third path that respects mutual interests. Now more than ever, work is being coupled with meaning. You can pursue a great career at which you excel and then harness those skills for the public good -- also known as pro bono. Courtney's advice for young job seekers? Find the intersection between your gifts and the world's needs, then use your strengths in creative ways to bridge those gaps.
RELATABILITY vs. CELEBRITY
A common marketing tactic is using well-known movie stars, music legends and athletes to promote goods and services. Courtney argues, however, that it's not so much celebrity, but rather relatability, that attracts the Millennials. For her book, Courtney interviewed actress and activist Rosario Dawson. While her story is inspiring, it isn't her fame that makes her story any more or less exceptional than the other profiles. Courtney said the response has come from a much deeper and intimate place than simply recognizing the name from theater marquees.
As Courtney illustrates in her book, there are plenty of young people
out there who desire to make a difference, but sometimes the challenges
can be paralyzing. To engage Millennials in social change requires making the effort to understand them. In order to reach them, you must understand their needs and motivations and be prepared to build a relationship beyond the superficial.
We're halfway through our the submission period for Taproot's first-ever Role Model of the Year contest! So far we've received lots of great nominations from amazing individuals who have contributed their skills pro bono to a whole host of important social causes. It's been such an encouragement to see how the pro bono movement has taken different forms and faces all across the country.
Be sure you remember to nominate your pro bono heroes before our Nov. 4 deadline. A quick clarification on submissions: while our children's book and accompanying video Mommy and Daddy Do It Pro Bono spotlight rock-star parents, the contest is open to ANYONE who is setting an example of service for future generations (including yourself!). We can't wait to read your stories of the pro bono legacy and how it's influencing our communities. Keep 'em coming!
Over the next few months, Director of Programming Carol Guttery will be contributing a series based on Making Pro Bono Work: 8 Proven Models for Community and Business Impact, a white paper released by Taproot identifying multiple unique ways that organizations can adapt and deliver pro bono service to address a variety of social issues and business goals. She will be spotlighting organizations that successfully exemplify each of the eight models.
If you ask the man on the street to
describe someone who does pro bono work, they will likely mention 'lawyer' or
'graphic artist'. 'Forensic psychologist' and "blood spatter expert" would
probably not roll off the tongue, and yet renowned Forensic Psychologist Richard
Walter and his peers from the Vidocq Society have created a compelling and
impactful pro bono model.
The Vidocq Society brings the deep
and varied crime-solving expertise of its 150 members to bear by helping law
enforcement and families solve cold murder cases and other serious crimes. They
apply pro bono to help local law enforcement close old cases, take violent
criminals off the streets and bring comfort and closure to friends and
family.
Pre-screened cases are presented by
the investigating law enforcement officer at the monthly member luncheon. There
is an opportunity for a question-and-answer session, and members offer ideas and theories during the
lunch. At the conclusion of the event, members who have a particularly relevant
expertise or strong interest can choose to take the case farther, offering
deeper consultation to the case officer.
According to Frederick Bornhofen,
the Society's chairman and case manager, the unique expertise of the individual
members has the remarkable effect of illuminating the circumstances of the case,
bringing to light new suspects or avenues of exploration.
Among the eight models of pro bono delivery identified by Taproot, the Vidocq Society would be described as the "General
Contracting" model of service. The Society acts as a coordinating body that
brings together the varied resources and collaborators necessary to solve a
specific problem (in this case, cold cases). The strength of this model is its
interdisciplinary approach, exemplified by the large size and deep expertise of
the society's member base.
Now, the closest I get to being a
crime-solving detective is seeing if I can figure out who-dunnit before Miss
Marple does. However, there are lessons in this model for all of us. Trade associations can bring together the core competencies of their members.
Foundations can fund intermediaries to perform the necessary coordinating
function. U.S. cities and states can explore
this model to solve complex civic issues. And we should all model the passion
and dedication to service demonstrated by the Society's members.
Lawyer. Graphic Artist. Forensic
Psychologist. Who would you add
to this list?
Learn more about the Vidocq Society by reading "The Murder Room."
Carol Guttery is the Director of Programs at the Taproot Foundation.
It's been a year since the
release of Mommy and Daddy Do it Pro Bono, the widely-acclaimed children's book
which provides families with a forum to talk about the role of giving back in
their professional careers.
To mark this important
occasion, Taproot Foundation has given the book a makeover and brought the
story to life courtesy of our friends at the advertising agency, Creative
Asylum.
We're taking it a step
further by naming Taproot's very first:
PRO BONO ROLE MODEL OF THE
YEAR
Do you know a mom or dad who is a
professional superhero? They get the kids dressed and out of the door, are rock
stars at work and, in between, get everyone motivated to make a difference
faster than a train, plane or automobile?
Great! We want the world to
know them too! Submit a mommy or daddy nominee and tell us how they are
contributing their skills pro bono to influence social change.
DETAILS AND PRIZES
Nominate an individual (or
yourself!) below between October 1 and November 4, 2010 who you feel best fits
the above description.
The winner will receive the
title of Taproot Foundation's first-ever Pro Bono Role Model of the Year and
represent us at the 2011 National Conference on Volunteering and Service from June 6 - 8 in New Orleans, Louisiana!
In addition to an
all-expenses paid trip to the conference in New Orleans, our new spokesperson
will be decked out in brand new fits courtesy of gift cards provided by Banana
Republic.
We'll capture the story of
why they are Pro Bono Role Model of the Year by way of a super-slick illustration
of the work that they do both at the office and pro bono by way of a Kevin
McGrath book-style illustration valued at over $2,000.
Finally, they will be
featured on our website and invited to guest blog for a full year.
Runners up will also receive
a Banana Republic gift card courtesy of our partners at Gap, Inc. and an
autographed copy of the book Mommy and Daddy Do it Pro Bono.
THE RULES
You are allowed to enter as many people as
you wish, including yourself! Each entry must be submitted separately and will
be reviewed independently.
Entries will be judged
by:
John Cary, President
& CEO of Next American City and the editor of The Power of Pro
Bono: 40 Stories about Design for the Public Good by Architects and Their
Clients
Kara Hurst, Vice
President of BSR and co-author of the book Mommy and Daddy Do It Pro
Bono
Entries must be received no
later than 11:59 p.m. PST on November 4, 2010. This contest is open to residents
in the continental U.S. and Canada. The winner and runner ups will be announced
on November 12, 2010.
A few months ago, John Cary, president and CEO of Next American Cityand former Public Architecture executive director, shared with me an advance digital copy of his new book The Power of Pro Bono. He asked me for an endorsement, which wound up on the back cover: "The most inspiring and
instructive books ever written about the impact of pro bono
service."
Now that I see the printed version of
the book, released today, it is clear I was wrong. This is the most inspiring book
published, not just about pro bono service, but about service and volunteerism
PERIOD.
The publication captures 40 stories of pro
bono service from both the perspective of the pro bono consultants (architects,
in this case) and the clients. It offers stunning images that
enable you to experience the awesome impact of the work. And perhaps most importantly, it begins
with three powerful essays that make an incredible case for why access to good
design is not a nice-to-have but is instead critical to a civil
society.
And did I mention the book is
gorgeous? It was designed by Paula Scher's team over at Pentagram -- pro bono, of
course.
Tomorrow marks the 20th anniversary of Make A Difference Day, the largest national day of community service. The annual event, sponsored by 
Taproot invited writer, teacher, and speaker 
We're halfway through our the submission period for 
