LAW FIRM COMMUNITY INVOLVEMENT
Law firms don't exist in some parallel universe. Law firm community involvement demonstrates a commitment to community participation. The model of the large global law firm is just that.... a model. For the model to exist and thrive it has to nurture the community it serves.
In most communities, the local lawyer represents stability and community leadership. Who usually serves on the charitable boards or runs the school board? Lawyers.
While many lawyers take on these responsibilities out of the goodness of their heart, others realize the law firm marketing value (i.e. dollar benefit) of giving back. Volunteering for these kinds of organizations places you at the table with other community-minded citizens who are decision-makers and power brokers in their own right. In other words, people who also hire lawyers.
Law Firm Marketing that Benefits the Community
While working as a Law Firm Marketing Manager for an out-of-state firm in Seattle a few years ago, I saw a need for the local lawyers to establish their connection to the community; a community that did not embrace California law firms. It just so happened that the biggest event in Downtown Seattle each summer was the annual Seafair Torchlight parade, featuring giant Macy's Thanksgiving Day style balloons. Through a lot of arm-twisting, I convinced the Seattle-based attorneys to sponsor a balloon and march down the parade route in front of thousands of people and a live television audience throughout the Pacific Northwest.
What it did for the lawyers was to humanize them. It also put the out-of-state law firm on the map as an involved community organization. It didn't hurt that the balloon was in the shape of a dolphin, calling attention to the firm's environmental practice.
In this case, law firm community involvement was good for our public reputation which - in turn - was good for business.
Survey your local community and see what parade route might lead your firm to building business through community involvement.
