Who among us doesn’t remember the ubiquitous TV ads produced by the Christian Children’s Fund and Save the Children? Their images of children in dangerous states of malnutrition with the toll-free number at the bottom encouraging viewers to make a donation today to save lives were splashed across televisions throughout the United States. It was easy to think that the best way to end hunger was to give money. But what if the ads had mentioned that nearly one third of the world’s food is wasted or lost annually? How would you want to help then? What if more money wasn’t making enough of a difference?
When Taproot got its start as an organization in 2001, we used to say "Pro bono isn't just for lawyers." We were determined to prove that we could power the nonprofit sector with other forms of corporate expertise, like pro bono marketing, strategy, finance, design, and HR.
15 years later, our narrative has evolved. Now we say "pro bono isn't just for marketers, strategists, finance professionals, designers, and HR specialists." Today professionals are going beyond traditional expertise and applying specialized skills and emerging forms of problem solving to the pro bono they provide.
Robert McGhee, vice president of community development at Citi, has been a part of the Chicago banking community for more than two decades, with roles in retail banking, mortgage banking and community affairs. He supports the Citi Foundation’s partnership with Points of Light and the Corporation for National and Community Service to bring a groundbreaking initiative, ServiceWorks, to help underserved youth in U.S. cities where the economic downturn has intensified their struggles.
How can today’s nonprofits use social media to connect with the people they serve? How can they create brands that appeal to both homeless youth and millionaire donors? How can they reach the right audiences with the right messages at the right times? Those are questions that keep many nonprofit leaders up at night.
Common Impact, a nonprofit that pioneered corporate skills-based volunteering, partnered with S&P Global on its first ever skills-based Day of Service program designed to build the infrastructure and know-how of local STEM-focused nonprofits. Employees from S&P Global supported data visualization initiatives for three nonprofits in Charlottesville, Denver and Houston.
Each year, the Taproot Foundation conducts a nonprofit survey to get a pulse on the field of skilled volunteerism. Insights from last year’s survey found 95% of nonprofits reporting that pro bono service improved their organization’s effectiveness.
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