The article discusses the growing trend of pro bono work in the healthcare communications industry, where agencies offer their services for free to organizations that need support. The author argues that while doing good is a benefit, there are also benefits for the agencies themselves, such as improved employee engagement and professional development. The Passion Partnership, founded by Jennie Talman, aims to match agencies with organizations that need their expertise and has facilitated over 20 partnerships so far.
The article highlights the benefits of pro bono work for both parties, including the ability to make a difference and the potential for long-term impact. Matt James, CEO of WellChild, notes that pro bono support can be transformative for charities, providing resources and expertise that can last beyond the life of the agreement. The article also emphasizes the importance of having a clear scope of work, managing resources, and tracking investment to ensure that both parties know what to expect from the project.
Overall, the article suggests that pro bono work is becoming a standard offering of successful health communications agencies and that it is an important way to make a positive impact in the industry.