June 9, 2025

Reader question re: The marketing benefits of pro bono work

Longtime list member Joe Westcott wrote in with a follow-up question related to the potential marketing benefits of doing pro bono work for small non-profits.

(It’ll make a lot more sense if you read the original message first.)

Here’s Joe’s question (shared with permission):

Hi Jonathan, very curious about a line that you wrote at the end — that a combination of paid and pro-bono nonprofit work could be fantastic for Harry’s marketing purposes.

What sort of marketing were you thinking of in this case — were you thinking that Harry should promote that he’s done pro-bono work?

Curious how you’d approach this and what sort of marketing you were thinking of in this case.

Thank you,

Joe

Good question!

A lot of client work can’t be shared due to NDAs and other confidentiality agreements.

Part of your pro bono deal with a small non-profit client could be:

“In exchange, you’ll agree to participate in a case study of our work together.”

This would increase awareness of your capabilities, it would create a halo effect because you’re doing charitable work, and it’s a flex because you have the time to do it.

Thanks to Joe for writing in!

Yours,

—J