By Tal Kapulnik on
January 17, 2012 2:07 PM
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We knew it. Some of you knew it. And now we are
officially introducing the business values of pro bono programs in Taproot's
most recent resource titled "Demonstrating the Business Value of Pro Bono
Programs".
This new resource can help you understand the strategic value
that pro bono can bring back to your business. We start by summarizing
business benefits created by pro bono service, and then dive into each business
element providing suggested metrics for tracking programs.
Most notably, we include best practices and great case
studies from companies that have realized the business opportunities from
investing in pro bono programs as a Corporate Social Responsibility strategy. The
case studies demonstrate how pro bono is an impactful tool for enhancing human
resources, innovation and company reputation. Here are a few motivating quotes
that we found inspiring:
"IBM Corporate
Service Corps is a triple benefit program producing quantifiable returns for
the individual, for the community and for the company measured in its effect on
recruitment and retention of top talent, skill enhancement in cultural
adaptability and teaming, brand value, the opening of business opportunities in
emerging markets and enhanced media coverage"
- Stanley S. Litow, Vice President of Corporate Citizenship and Corporate
Affairs, IBM
"It's not an exaggeration to say that many of
our PULSE Volunteers return to GSK affirming that their PULSE assignment was
a life-changing experience... New recruits
tell us it is the No.1 reason why they joined GSK... Our volunteers return with
a greater focus on the patient; they return as leaders with greater passion,
energy, confidence, creativity, gratitude and practical knowledge of how to do
more with less."
- Ahsiya Posner Mencin, Director, PULSE Volunteer Partnership, GlaxoSmithKline
"As well as
building a healthy business environment in the long term, the benefits can be
more immediate. It helps communicate what a company stands for; it helps
attract, develop and retain talent; and it helps us showcase our values and
talents in the marketplace".
- Barry Salzberg, CEO Deloitte LLP
We would like to thank the people who helped turn
research and knowledge into a resource that can be shared. President of Pro
Bono Lab, Yoann Kassi-Vivier and Pro Bono Consultant Dima Mostovoy, generously
donated their time. We would also like to thank the following companies for
contributing to the whitepaper: American Express, AT&T, Deloitte, GE,
General Mills, GlaxoSmithKline, IBM, Liquidnet, Microsoft, Nielsen, Riggs
Advertising Partner, Salesforce, Timberland, The Nerdery, UPS and Wells Fargo.
Not sure how
your pro bono program benefits your company? Want to learn how to measure the
business value of your program? Learn more by reading the full whitepaper.
We will be
posting a series of blog posts, each focused on a case study and specific
business benefit and we are sure you will be inspired! Stay tuned to future
updates from Taproot's Advisory Services.
We are happy to get your feedback or questions at advisory@taprootfoundation.org.
By Tal Kapulnik on
January 17, 2012 1:56 PM
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Pro bono programs provide a great opportunity for
Corporate Social Responsibility strategies that offer shared value to both the
business and the community. Pro bono can serve the business by fostering an innovative
organizational culture, supporting human resources and professional development
and improving the company's reputation.
This blog post is the first in a series based on "Demonstrating
the Business value of Pro Bono Service", a whitepaper which identifies
business benefits of pro bono and spotlights corporate best practices. In this
issue, we are focusing on innovation, exploring the way that IBM has benefited by
creating two pro bono programs which enhanced creativity and innovation within
the company and among employees.
A
Climate of Innovation
Creativity and entrepreneurialism have become necessary
elements in the business world. Fortunately, creating pro bono programs can
foster the desired climate of innovation, helping to develop new or improved
products and allowing the company to expand customer scope or reach beyond its
existing markets. By exposing employees to a new environment and type of
clients, volunteers are required to find creative solutions which bring fresh
new perspectives into the work environment. As employees face today's social
challenges, they also discover a new sector that was not part of the company's
market.
IBM's community involvement strategy, which includes the Corporate
Service Corps (CSC), a global leadership development program, and Trailblazer
Grants, a team-based technology offering for nonprofits, has increased
innovation and growth within the company. Employees are motivated to be
creative and see pro bono engagement as an opportunity to "learn new ideas,
methods, and perspective [they] cannot imagine at the moment," as highlighted
by a CSC participant. Employees bring back knowledge to the company, develop
professionally and find ways to apply new skills to serve IBM clients better.
New
or Improved Products
Intellectual property at IBM was significantly enhanced
by pro bono. IBM's recent work in the areas of voice recognition,
virtualization, data visualization, data analytics, and cloud computing have
all been embedded in products and services. And what else do these all have in
common? These were all initially conceived during pro bono community
engagements and have been integrated into the company's commercial offerings.
To date, over a dozen new patents have been applied as a result of the
company's community engagement and pro bono work.
New Market or Enhanced Market Penetration
IBM's community programs have helped the company broaden
its geographic scope by penetrating into new markets in multiple continents,
serving countries as diverse as Ghana, Romania, and Indonesia. By supporting
the development of small and medium enterprises across the globe, Corporate
Service Corps (CSC) members contribute to growing IBM's knowledge of the
socio-economic conditions and business practices in emerging markets.
Like IBM, companies can enjoy business and employee
growth by embracing the benefits of pro bono programs. When designing a
program, ask yourself: How do your volunteer programs bring value back to the
business?
For more inspiration from other companies, download
the full whitepaper.
By Aaron Hurst on
January 11, 2012 11:56 AM
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Most organizations tackling social problems don't have the access to the marketing, design, technology, management, or strategic planning resources they need to succeed. Without this talent, few are able to have their intended impact on critical issues like the environment, health, and education.
In striking contrast to this deficiency is the reality that most nonprofit organizations do have access to the legal services they need. The legal community has made pro bono service part of their culture and an expectation of lawyers and law firms. The result is that it is rare for a nonprofit to pay for legal services or go without them.
Inspired by the success of the pro bono movement within the legal profession, I started the Taproot Foundation in 2001 to make pro bono service as prevalent in all the business professions as it is today in the legal profession.
By Julie Cornell on
January 10, 2012 12:14 PM
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Late last year, my fellow Taproot fellows and I went on a quest
around New York City to discover and photograph nonprofit logos and marketing
materials created via Taproot's Service Grant Programs. Our group first trekked
out to Long Island City to meet with the Long Island City Partnership, then
backtracked across the East River and up to East Harlem to the Union Settlement
Association. Finally, we landed in Midtown to visit the offices of the
Tanenbaum Center for Interreligious Understanding. Although involved in vastly
divergent service areas, these nonprofits do have one thing in common:
Taproot's logo development service grant has helped each of them to better
communicate their mission, and vision to the constituents whom they serve.
At each location, we immediately noticed each nonprofit's
new logo proudly displayed outside the building or in their front lobby. I was
particularly struck by the warm welcome we received at each office we visited
and the willingness of the staff to take time out of their day to speak with
us. We got the inside scoop on the logo development projects and the positive
impact they have had on the organizations: "We are more visible in the
community...we have raised our level of professionalism in the public's eyes...we
are more unified internally so that we can better present ourselves to the
people we serve." These were just some of the impact statements we heard during
our visits.
Personally, it was exciting and enlightening to visit parts
of the city that were previously unknown to me. And, seeing the great work in
which these nonprofits are involved was particularly inspiring. Like many
nonprofits, these organizations are doing the hard work necessary to make a
positive impact in their communities: to bring new businesses into the community
and grow the local economy; to provide opportunities and services to children
and the elderly; and to ensure that diversity is cultivated and respected in
the classroom, the office, and the emergency room. I look forward to meeting
many other nonprofits with whom Taproot has had the privilege to work.
Julie Cornell is a Product Development Fellow here at the Taproot Foundation, pictured above with Advisory Services Fellow Tal Kapulnik, New York Programs Fellow Nicole Stratton & former External Affairs Fellow Joy Ni.
