6 tips for working with not-for-profits - and not treating them as charity cases

​One of the best aspects of running your own company is the ability to put your money where your mouth is by supporting not-for-profit ventures or by performing pro bono work.

At the big end of town, CSR (Corporate Social Responsibility) is all the rage. For some companies that makes for a nice feel-good story and pictures for the annual report. Other blue-chip companies take a more serious approach with dedicated staff, programs and KPIs.

Running a boutique communications start-up, I'd encourage small companies to identify how they too can donate skills and services. 

This can be a stretch when pulling revenue in the door is the priority and time is precious. But, in business parlance, the ROI is real. And who wouldn't want to spread some love in this increasingly corporatised world? 

Here's six tips for making the experience work for both you and the not-for-profit.​

1. Build social responsibility into your values: Make it your mission to add value in your space, be it industry or community. Saying this out aloud keeps you honest. Even better, reflect social responsibility in your business and communication plans and commit to undertaking a specified workload each quarter or year.
2. Go local: I've started doing some work with a local church. I'm not a member but already I see the benefit in reconnecting with my community. As a start-up, it's a great opportunity to hit main street for a coffee, bump into pals and promote your business.
3. Don't treat NFPs as charity cases: Okay, they are charity cases, but don't do yourself and them the disservice of treating them as second-class clients. For a start, the sector has much to teach entrepreneurs and the corporate sector about achieving a lot with, well, nothing. Give them your best - but agree on rules of engagement. I get NFP clients to sign a project charter. Both parties need to meet their obligations around attending meetings, adhering to deadlines and seeing through tasks.
4. Create a living lab environment: Not all clients are up for your latest product idea. While NFPs can be risk averse, some are fertile ground for experimentation. With your help, you can propel an under-resourced, old-school organisations to the cutting-edge - and that gives you a great trial run.
5. Put a cost on 'free' work: When there's no cost put on a product or a service, the consumer or client may not value the work. Telling a NFP that if they paid for the work it would be worth many thousands of dollars fixes their focus. When I began my consultancy I pitched to a local association that was clearly in a state of communications chaos. The board was keen for Flame Tree's services but just couldn't get its act together. In the end, nothing happened. The point: if an organisation doesn't see value, particularly if they are getting something for nothing, it's certainly not worth your time. As with paid jobs, choose your clients carefully.
6. Enjoy, it's cool helping others: Very few of us are privileged enough to be philanthropists. In the corporate world, pay day is the reward. NFPs can't deliver that, but they are generous with their praise. And there's nothing quite like a heart-felt "thank you". 

​We've all got skills that can help others progress their endeavours. Ask not what your community can do for you but what you can give back. You'll be surprised.
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• Flame Tree: our values