PT  - JOURNAL ARTICLE
AU  - David S. Waller
TI  - Does Doing Good Do Good?
AID  - 10.2501/S0021849910091580
DP  - 2010 Dec 01
TA  - Journal of Advertising Research
PG  - 440--449
VI  - 50
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/50/4/440.short
4100  - http://www.journalofadvertisingresearch.com/content/50/4/440.full
SO  - J Advert Res2010 Dec 01; 50
AB  - “Pro bono” programs, long associated with the legal industry, have become formal service offerings of a number of advertising agencies. Using grounded theory to observe discussion in the industry literature, this study identifies the various types of pro bono work and the advantages and disadvantages of having such a client. From the findings, it appears that although an agency may want to be seen as a good citizen for doing this kind of work, there are also definite business reasons for helping a nonprofit organization. Among them are creating fresh creative opportunities, motivating staff, gaining exposure, increasing agency profile/prestige, and attracting paying clients.