Within my network, I’ve recently noticed a number of calls for pro bono creative services, including copywriting, website design/development and graphic design. As a creative professional with primarily nonprofit clients, a former in-house communications manager and a former volunteer manager, this raises a number of concerns and cautions.
Pro bono creative work: things to consider
You get what you pay for
There are some very skilled folks who are willing to take on an occasional pro bono project for a cause they believe in. However, if you are trying to get work done for free, be aware of the talent pool into which you are potentially dipping. Someone who is willing to work for free may have less experience, training, or, for some other reason (not enough paid work?), may have the time to take on such projects. I prefer to support causes through donations and volunteer opportunities that broaden my horizons and experiences. I love it, but creative work is how I pay the bills.
Screen candidates
I was recently shocked when a well-respected colleague generously responded to a call for pro bono work – only to find the position had been filled the very day it was posted!
Even if you are comfortable with tapping into a new/emerging talent pool, you certainly shouldn’t snap up the first candidate that comes along. As you should do with any supplier or potential volunteer, make an effort to evaluate multiple candidates. Your executive director’s wife, who is handy with a video camera, or a board member’s son who plays around with web design, may not have the business experience, professionalism or tools to deliver what you need.
Create a meaningful experience
Take the time to craft a clear project or role description and then share it as a meaningful opportunity for a talented professional to support your cause. Don’t treat this as spec work, trying to draw in talent with promises of potential paid work down the road. Make it an opportunity unto itself, instead of creating hope and expectations that you may not be able to fulfill.
Stick to your end of the bargain
Once your professional is lined up, clarify all expectations as you would for a paying gig. Create a written agreement that includes the assignment deliverables, timelines, number of revisions, review process, etc., and then stick to it. Unfortunately, it’s my experience and observation that clients attach less value to unpaid work (rather than appreciating the generosity and value of the free services they are receiving), and pro bono projects often fall to the wayside.
Keep in mind why they are doing it
As I mentioned, there are several legitimate reasons a creative professional might be willing to work for free. Keep this in mind and ensure they are benefitting as they deserve and expect to. If your freelancer seeks to build their portfolio, practice their skills, and expand their network, have the courtesy to see the project through to completion. When the project is done, provide any samples you have promised, perhaps along with a testimonial and allow them to publish your organization’s name in their client list.
Budget for the future
Although I’ve shared my thoughts on navigating a pro bono situation, I don’t believe it’s a sustainable practice. If you needed help for this project, it’s a sign that you may need to build a marketing communications budget for the future. Marketing and communications are necessary to drive your mission forward and should be treated as a legitimate budget line/expense.
