Doing well by doing good: pro bono as a powerful marketing tool.

• Author: Wysocka, Jowita L.

The term "pro bono publico" is a Latin phrase meaning "for the public good." In the legal profession, the phrase is often abbreviated to "pro bono" and usually refers to free legal services, although some organizations also apply it to non-legal services. There's little doubt that providing pro bono and other charitable work are optimal ways of fulfilling the overarching goal of the legal profession: helping others. Donating time and experience to help the indigent and disadvantaged allows lawyers to give back to the public as well as build their skills in new practice areas.

A less obvious but equally powerful benefit of pro bono work lies in its marketing potential. Providing volunteer legal work offers a way for lawyers and their firms to build name recognition along with a reputation for involvement in the community. This enhances the firm's credibility and visibility; it also cultivates relationships with clients and future business referrals.

Bar Requirements and Beyond

Most state bar associations encourage lawyers to provide pro bono work or make financial donations to legal aid organizations. The Florida Rules of Professional Conduct, for example, do not mandate pro bono work, but do require members of the bar to report annually "whether the member has satisfied [his or her] professional responsibility to provide pro bono legal services to the poor." The rules recommend that members contribute 20 hours per year in free legal services to those who cannot afford legal representation. Alternatively, the rules recommend that lawyers contribute $350 to a legal aid organization.

The majority of states, however, have a higher aspirational goal, averaging 50 hours per year. Several other states also offer a financial alternative ranging from $250 to $500 annually. Additionally, many large firms have adopted the Pro Bono Institute's challenge to law firms by committing to annually contribute either 5 percent of the firm's total billable hours or 100 hours per attorney to pro bono work, or 3 percent of the firm's total billable hours or 60 hours per attorney to pro bono work.

Legal aid organizations and local bar associations are replete with pro bono opportunities for attorneys in virtually every practice area. There are also a myriad of ways the entire firm (including staff) can become involved in volunteer work on behalf of the firm. The Web site VolunteerMatch.org, for example, lists hundreds of nonprofit organizations seeking non-legal...