Many law firms realize the importance of giving back to their communities in meaningful ways. This may include recycling programs, participating in charity runs, funding scholarships, or even pro bono work.
Earlier this year it reached national headlines when hundreds of lawyers rushed to airports across the country to aid detained immigrants. While law firms often engage in this type of social responsibility, they often lack Corporate Social Responsibility (CSR) policies. It’s important to engage in causes that have meaning and that may even be mutually beneficial for both the cause you’re supporting and your law firm.
Much like content and social media marketing, it’s essential to have a strategy when it comes to CSR. Your firm should not randomly choose which causes to support. It may seem overwhelming to decide where to focus your effort because there are a multitude of non-profit organizations doing good things. However, it’s important to think about what your employees and clients are passionate about.
You may want to consider your practice areas or the niche industries you provide services for. What types of causes correlate with them? For example, if you work in immigration law it may make sense to engage in pro bono work for organizations that help immigrants. If you specialize in health law, you may want to partner with a hospital or health related non-profit organization.
Research is important when deciding to partner with an organization. Ensure that they are credible and that your money and efforts will make a direct difference in your community.
What Can your Firm Offer
The most effective CSR occurs when a company understands what they excel at and use their expertise to help others. It’s always easy to donate money to a non-profit, but that’s not usually the most meaningful form of CSR. Having your firm’s employees directly involved with charity work will earn more respect from the public and provide a more personal story to tell on your social channels and blogs. It humanizes your law firm when lawyers take the time and make the effort to help others through volunteering.
80% of consumers believe that businesses must participate in addressing societal issues. Cause-related marketing is a business strategy that you should be implementing especially as younger generations are increasingly socially responsible and aware. You shouldn’t abuse CSR as solely another marketing tool, but it will attract new clients. Be transparent about your CSR policy. Understand why you chose the causes you focus on and communicate this clearly to the public.
In turn, those who respect the same causes will respect your law firm. Getting involved with new organizations, even non-profits, is networking and can expand your own contacts and leads. The exposure you give to the organization will gain donations for them, and the the organization and earned media will give your firm positive exposure. Further, you can turn your CSR activities into blog posts or Facebook posts to generate your own content about social issues.
It may seem obvious to become involved with your community and give back. However, CSR can cause challenges as well:
- Legal Issues – Before creating your law firm CSR policy, you must be aware of the legal regulations on cause-related marketing which vary by state. There are even specific rules on how businesses engage with charities.
- Controversy – When supporting social issues, there will always be at least a few individuals that may disagree which is why you must be prepared for handling negative feedback. Your CSR policy should thoroughly address how to handle these situations and again put forth a strong, unyielding case for why your law firm supports what they do.
- Authenticity – Some firm’s engage in CSR simply because it looks good to the public and potential clients. This inauthenticity can be seen easily and will have a negative impact on your firm’s reputation. Law firm CSR should be transparent and lawyers should engage in activities they’re passionate about. Social responsibility should always focus on making a difference first, then the marketing benefits will come afterwards.
Whether your firm has been focused on giving back to the community for years or you’re interested in becoming involved in CSR initiatives, the first step is developing a well-thought out CSR strategy. Your law firm CSR policy will be a statement of why and how you want to help the community. It will guide your firm to making meaningful decisions that will enhance your company’s reputation as socially responsible and help you navigate potential challenges.