Creating communications excellence

In August every year, about 80,000 people gather at the Burning Man Festival in Nevada. The event celebrates decommodification and community and is famous for its promotion of a gift economy. Participants bring their unique skills and talents and create experiences for their fellow burners to enjoy. ‘Gifts’ are offered with no expectation of return and yet the reported benefits of attending Burning Man are heightened feelings of connectedness and increased pro-social behaviour.

In Citizens – The Key to Fixing Everything is All of Us, Jon Alexander highlights the need for individuals to take responsibility for solving societal issues. After decades of corporate giving and fundraising, there is a growing recognition that skills-based volunteering (SBV) in the not-for-profit sector is possibly a smarter and more sustainable way to deliver impact. Research by Pilotlight showed that around six million people (21% of the workforce) are putting their work skills to use on a voluntary basis. Furthermore, the value has been estimated at £17bn, representing a six-fold increase in the current level of philanthropic charitable giving (£2.7bn).

Pharmaceutical marketers have a lot to offer the not-for-profit sector.

Let’s consider the skills that are inherent in our field: we engage with multiple stakeholders, understand audience insight, we’re creative problem-solvers and we execute campaigns, to name but a few. And we’re supported by specialists such as market research, brand development, content marketing and communications. These are all skills that are needed and valued by charities and social enterprises.

Pro bono working is a win/win. With increased scrutiny from society and investors around organisational culture and purpose, we can learn a lot from a sector where impact is celebrated over straight financial gain. And don’t underestimate the benefits of working in an unknown environment with new people; research has shown that volunteering gives new perspective, improves self-esteem, enhances versatility and allows the privilege of connecting with often neglected areas of society.

You don’t have to go to Nevada to give back and feel part of a fulfilling community. Whether as an individual or on behalf of your company, join the movement and get in touch with one of the many organisations that provide a framework for pro bono working in the UK.

Jennie Talman is Founder of Passion Partnership CIC