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ABSTRACT
“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.
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