Pro Bono marketing

This is the first of my crowd sourced blog entry ideas as suggested by Christopher Hewitt. Chris wanted to know whether providing services Pro Bono was a good idea for startups.

In a word Yes.

More important than the answer are the reasons. It says something about us as people or an organisation. It starts the brand personification process.

It says we give before we expect.

It says we have confidence in our knowledge and our skills.

It says we trust you not to take advantage of us.

It says we are prepared to a resource before we expect you to become one.

In all it creates an environment where reciprocity is likely. Reciprocity is part of the human condition. In addition, it’s the best way of providing a sample, when providing a small bottle of shampoo or a taste test isn’t possible.

Startup Blog says: Pro Bono is rad.

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4 thoughts on “Pro Bono marketing

  1. Thanks for that Steve, great points, especially about reciprocity. I’ve found that Pro Bono work helps gear people towards my offering, sometimes without their fully realising it, while also helping me tune my start-up to their needs (even ones I hadn’t thought of myself) Cheers, Chris.

  2. Pro bono definitely works – some years ago in the late nineties before i got into being a CTO and running businesses and stuff I got into the hot thing of the moment “Web Design” back then there was good money in it – my first client was a well known Australian tour operator – how did i get the client? I told them I would do the site for free to gain experience but they were so pleased that they not only paid me for the site in the end but I also gained a long term relationship. It works.

    Incidentally I misread Steve’s sites summary where it said “Marketing for good” I read “Marketing for food” *grins*

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