Pro Bono Consultant Profile

Bill Burgess

Project Mgr, Marketing Mgr and Brand Strategist in New York

Background

Global Brand Manager for Malibu-Kahlua. Previously Asst. Brand Manager at Proctor & Gamble. Holds an MBA from Fordham University's GSB.

Pro Bono Projects

Six completed projects including: Sanctuary for Families, Visual Identity & Brand Strategy; Institute for Labor & the Community, Naming & Visual Identity.

What was your Taproot Foundation project experience?

Working on my third project, the client is so grateful to have us working with them, and that energy kept me fueled through the project. Working on a brand strategy project is exciting because when it is completed, it will allow the client to progress onto other Taproot Foundation grants such as visual identity, naming, and the development of marketing materials.

How have you grown from your pro bono work?

The pro bono experience has given me a renewed appreciation for nonprofits. Not only are they trying to make considerable change, but they are doing so with fewer resources than many would suspect. I have used all three Taproot Foundation projects as opportunities to build on my skill set, and in some cases discover new ones. Every project has also provided me exposure to a network of professionals who I can now rely on.

What were the biggest challenges?

The most challenging part of this project was the limiting the scope. During the discovery phase, the team found so many opportunities, and given our passion for the client's mission, it was difficult to decide to not address all of them. What surprised me most was the client team and the Taproot team quickly aligned to our recommendations coming out of discovery; in the corporate world, that is not an easy thing to do.

How can the business community and nonprofit sector strengthen one another?

For-profit businesses have the opportunity to partner with nonprofits to raise awareness and improve brand image. Nonprofits can grow by leveraging the years of experience and expertise afforded to for-profit businesses.

What community issues hit home and what did you learn from the project?

I continue to work with the Taproot Foundation because of the value it is providing nonprofits in New York City. I love this city, and anything that will make it a better place to live and work will get my support. I recently found out that there are 27,000 registered nonprofits in New York City that touch the lives of 1 in 3 New Yorkers every day; that's an incredibly important role! Taproot Foundation will never be at a loss for grantees in this city.

What do you do when you’re not doing pro bono?

I am a volleyball player – competing in tournaments around the nation and playing every week in a league; I've only been playing for a couple of years, but I love it. I also go to business school part-time, and (when time permits) I do branding and marketing consulting for small businesses.