What you need to know about working pro bono

“Never work for free” goes the old freelancing adage. But whether it’s free haircuts for the homeless, the plumbing in the village hall or a web design project for a local non-profit, sometimes we want to offer our skills to worthy causes without attaching an invoice.

Technology copywriter, Annabel Fay, explains: “My main reason for going freelance was to live more in line with my values. I knew I wanted to use some of the time I save from those meetings for good”.

But working pro bono isn’t a decision to take lightly. Lots of freelancers have cautionary tales of working more than they’d planned, doing tasks beyond their remit and the knock-on effect on their paid work.

If you’re thinking of taking on a pro bono gig, check out this guide to making it work for you, your business and your clients (paid and unpaid).

How to choose a pro bono project

Choosing the right pro bono gig is going to be key to your success. Here are some things to consider when you decide who to help.

Choose a cause you care about

Graphic designer, Bhavini Lakhani, says: “I choose projects based on people I feel are doing great work. I also make sure [they’re] all local”.

Set your goals

Pro bono works best when it offers an opportunity to level up you or your business on the side. Content writer, Tena (Thinking Threads), says: “The organisation I worked with was in line with my values and in the industry I wanted to gain experience in”.

You might gain portfolio material, industry contacts or even a glowing testimonial. Decide what you hope to achieve before you commit so you’re clear on how you’ll make it happen.

Translator and copywriter, Caitlin Job, got a foot in the door of the notoriously closed translation industry. For copywriter and tone of voice creator, Michelle O’Connor (Specky Scribbler), it was a chance to try out a new service with full creative freedom.

Freelancer coach, Matt Saunders, tested his business model: “It felt like a win-win situation because I got to learn and iterate my framework, the client got a free website and I have a long-term relationship in the bag. They’re still a client to this day”.

Beyond your initial goals, be open to the opportunities your pro bono projects might present. Translator and interpreter, Dr Eleanor Staniforth, says: “I’ve received paid work from contacts I’ve made through my pro bono work and I’ve travelled to some cool places with some really inspiring women”.

Never devalue your services

Deciding who should receive your pro bono wisdom needs some care. It should be an organisation or individual who needs your help and truly cannot afford it. As Rob Birnie (DBM Motion Graphics) puts it: “They won’t be getting their electricity for nothing. So just because I do something in the creative field why should it be devalued by expecting it to come for nothing?”

Eleanor agrees: “Make really sure that you’re not doing work that the charity could afford to pay for”. It might be an awkward conversation to have, but look at it from the perspective of your other clients: how would they feel knowing you’re giving away your services for free?

Rob adds: “We have a responsibility as a community not to devalue the work of our peers by offering what they do for nothing”. Ellen Kate Boyle (Content By The Sea) agrees: “We’re very careful when we decide to do pro bono work as we feel strongly about creative professionals getting paid for their work. If you undervalue the service you provide, you’re not just hurting yourself but you’re hurting the whole industry”.

How to run a successful pro bono project

So, you’ve chosen your pro bono project. Now, how to go about making it a success?

Set boundaries

Writer, editor and coach, Nsisong Asanga, suggests you figure out how much pro bono time you can afford and stick to your limits. Michelle agrees: “The main thing is to lay down your boundaries. Just because you’re not getting paid doesn’t mean you should be taken advantage of”.

And that doesn’t only mean time creeping. Annabel says: “Most pro bono opportunities don’t have any resources at all, and you can end up becoming the go-to person on a lot of things”. What starts as writing copy suddenly turns into editing Instagram reels, touching up photos and updating the company’s LinkedIn page. Be clear about your skill set and what you’re willing to do.

Content writer, Gina Jackson, suggests asking the hard questions up front. “If you go over the hours by a vast amount, will you get paid or will you take it from the next week’s hours?” Setting boundaries at the start will save you unnecessary stress down the line.

Set your client expectations

Now you’ve established your goals and boundaries, it’s important to manage your client’s expectations.

Decide on a scope. Nsisong says: “Don’t start with a huge project that takes too long and might have plenty of nasty surprises. Start with a small one that you’re sure you can nail and take it from there”.

The ideal project is one where you can make a big difference in a little time. For Ellen, helping Northumberland Greyhound Rescue redevelop their website was an easy choice because: “It was clear we could make a significant impact with just a small amount of work. Other projects we’ve turned down because they need more than we can provide or the work we do won’t make an immediate impact on the organisation”.

Think not only about the quantity you’ll deliver, but the quality. Michelle advises approaching it as a paid project: “Don’t treat it like something you can half-ass”. But if time and resources are limited, accept that you might do a less-than-perfect job. Annabel says: “You might need to scale down your expectations of what ‘good’ looks like. Not everyone needs an enterprise-level solution”.

This is where knowing your goal and your client’s goals becomes extra important. If you want to put that piece in your portfolio, do you have the time and resources to do it justice? What does the client truly need? Are they expecting a world-class outcome on just a few hours a month?

Be clear about what you need from them

Just as you would with a paid project, tell your client exactly what you need from them and when. Teams in non-profits are often stretched to the limit. Do they have the time to dedicate to providing resources and feedback to complete the project successfully?

Matt says: “Creative projects require a lot of energy. When it’s for free, it can be easy to let it slip down the priority list”. He adds: “There should be a contract and each side should get stuck in”.

Like with anything in business and life, listen to your instincts. If it’s telling you to dive in and see where it leads, give it a go. Set clear expectations, stick to them and don’t be afraid to leave when the time is right.

Thank you to everyone who got involved. What a charitable bunch you are.

To get advice about working pro bono or any other aspect of running a sustainable freelance business, book in for one of my Zoom power hours.