Mold to Model the Community Active Law Firm

As law firms grow and become more interested in the international, national and regional marketplace, their involvement in the local community has begun to wane. This has left a gaping hole in many places that have relied on the large firms to bankroll charitable events or to populate the important boards. It has opened a door to local- and state-oriented law firms to step forward and implement a strategy that will create a new law firm culture that I call 'Community Active' in order to fill the void left by the mega firms.

Lawyers are under pressure to produce billable hours. How many firms prioritize investment hours that are allocated to community involvement? This creates an opportunity to create a culture of giving both in the form of man-hours and funds back to the community where the firm's practice is located. At the same time the law firm can create an environment where young associates and young partners can be mentored by placing them in leadership positions in the community.

It is wise for attorneys to spend 200 to 300 hours per year in a way that involves them in community activities. Teaching courses at the community college, university or law school is a terrific way to both get known in a specific genre while also getting to know people in a specific practice area. At the same time it strengthens the instructor's communication skills and knowledge in the field that they are teaching.

Be a 'Champion'

Charitable organizations are always in need of a helpful hand. A law firm should consider creating a foundation or a donor-advised fund in order to consolidate their philanthropy within the community of focus. Contributions can be funneled to organizations where a member of the firm is actively involved in the charitable organization. I call this person the 'champion' of the specific charity. That person is responsible, along with the firm's marketing coordinator, to see that all of the spaces are filled at the black tie affair or the golf outing. The 'Champion' should be required to report to the executive committee and keep them informed about their activities and charitable involvement. When the firm is solicited for a charitable contribution from an organization where there is no champion, then you should ask whether you can become active in that charitable organization. If this is possible, you can make a strategic placement of a young leader in your firm on a key committee or on the board of directors of the organization.

As a firm member matriculates to a leadership role in the organization, then your level of philanthropy from your foundation can escalate. When a firm member rotates off a charitable board, try to place a young leader from your firm into an entry-level board position. Perpetuating your 'Community Active' role in the charitable organization is very important.

It makes sense to also support the spouses of firm members in their charitable endeavors. Recognize that an attorney's spouse is an ambassador for the firm within the community. This permits a Community Active firm to reach its tentacles into more and diverse parts of the community.

Do not forget your paralegals, secretaries, receptionists, and clerks. Encourage them to participate in walk-a-thons, the United Way, and other philanthropic endeavors. Your foundation should support these activities and match the funds that they raise. This helps to create teamwork throughout the firm. At the same time, you can permeate the community with more people who show the firm's philanthropic attitude.

Some members of your firm are active in their church or synagogue; other folks are interested in education or health care. Encourage attorneys to get involved in any activity that they believe in and desire to invest their energy in.

Attorneys can also be encouraged to become politically active ' if this is an area of interest. An attorney will get more bang for the buck by devoting their energy to state and local elections. These elections have more impact in the local community. Political activism can result in an appointment to a state or local task force or commission that can be both interesting and prestigious. At the same time, it is wise to avoid controversial appointments that could anger clients and referral sources.

The local or state chamber of commerce, or a group of this sort, is a great way to combine an interest in the community, legislation and politics. You can involve a number of attorneys in these organizations. If you have multiple locations, you can join several of these groups and populate each with multiple members of the firm. The networking and leadership opportunities abound. At the same time, attorneys will have the opportunity to interact with business leaders from difference genres.

Involvement At the Top

The key to inculcating an entire law firm with a community active awareness begins at the top. The management body of the law firm must lead by example while also mentoring younger attorneys. The marketing department must also coordinate and help the firm implement the strategy. Each attorney should be quizzed about his or her community involvement on a periodic basis. Keep a list of these activities and post them on your Web site. Most important, it should be an element to consider at year-end when determining one's salary and bonus.

It is important not to over commit oneself to an organization. Merely placing your name on the letterhead without a commitment to the organization, other than a financial one, can actually reflect negatively on the firm. Those attorneys who actually roll up their sleeves, get involved and become an integral part and ultimately become a leader in the organization actually benefit in a number of ways. Initially, they become familiar with people in all walks of life, many of whom may not be familiar with the attorney or the law firm. One can also develop management and leadership skills that can be learned from others who serve in a similar role in other businesses and industries. Best of all, over time you can develop relationships with others in the business community who can become a referral source ' or better yet, a client. The final benefit for the community active law firm is the good word on the street. When an attorney's or the firm's name is mentioned, it will be recognized and a good buzz will be on the street.

Developing the community active attorney and law firm can only benefit the law firm. It takes five to 10 to really make it happen. As part of a marketing and public relations strategy, it makes economic sense.

As law firms grow and become more interested in the international, national and regional marketplace, their involvement in the local community has begun to wane. This has left a gaping hole in many places that have relied on the large firms to bankroll charitable events or to populate the important boards. It has opened a door to local- and state-oriented law firms to step forward and implement a strategy that will create a new law firm culture that I call 'Community Active' in order to fill the void left by the mega firms.

Lawyers are under pressure to produce billable hours. How many firms prioritize investment hours that are allocated to community involvement? This creates an opportunity to create a culture of giving both in the form of man-hours and funds back to the community where the firm's practice is located. At the same time the law firm can create an environment where young associates and young partners can be mentored by placing them in leadership positions in the community.

It is wise for attorneys to spend 200 to 300 hours per year in a way that involves them in community activities. Teaching courses at the community college, university or law school is a terrific way to both get known in a specific genre while also getting to know people in a specific practice area. At the same time it strengthens the instructor's communication skills and knowledge in the field that they are teaching.

Be a 'Champion'

Charitable organizations are always in need of a helpful hand. A law firm should consider creating a foundation or a donor-advised fund in order to consolidate their philanthropy within the community of focus. Contributions can be funneled to organizations where a member of the firm is actively involved in the charitable organization. I call this person the 'champion' of the specific charity. That person is responsible, along with the firm's marketing coordinator, to see that all of the spaces are filled at the black tie affair or the golf outing. The 'Champion' should be required to report to the executive committee and keep them informed about their activities and charitable involvement. When the firm is solicited for a charitable contribution from an organization where there is no champion, then you should ask whether you can become active in that charitable organization. If this is possible, you can make a strategic placement of a young leader in your firm on a key committee or on the board of directors of the organization.

As a firm member matriculates to a leadership role in the organization, then your level of philanthropy from your foundation can escalate. When a firm member rotates off a charitable board, try to place a young leader from your firm into an entry-level board position. Perpetuating your 'Community Active' role in the charitable organization is very important.

It makes sense to also support the spouses of firm members in their charitable endeavors. Recognize that an attorney's spouse is an ambassador for the firm within the community. This permits a Community Active firm to reach its tentacles into more and diverse parts of the community.

Do not forget your paralegals, secretaries, receptionists, and clerks. Encourage them to participate in walk-a-thons, the United Way, and other philanthropic endeavors. Your foundation should support these activities and match the funds that they raise. This helps to create teamwork throughout the firm. At the same time, you can permeate the community with more people who show the firm's philanthropic attitude.

Some members of your firm are active in their church or synagogue; other folks are interested in education or health care. Encourage attorneys to get involved in any activity that they believe in and desire to invest their energy in.

Attorneys can also be encouraged to become politically active ' if this is an area of interest. An attorney will get more bang for the buck by devoting their energy to state and local elections. These elections have more impact in the local community. Political activism can result in an appointment to a state or local task force or commission that can be both interesting and prestigious. At the same time, it is wise to avoid controversial appointments that could anger clients and referral sources.

The local or state chamber of commerce, or a group of this sort, is a great way to combine an interest in the community, legislation and politics. You can involve a number of attorneys in these organizations. If you have multiple locations, you can join several of these groups and populate each with multiple members of the firm. The networking and leadership opportunities abound. At the same time, attorneys will have the opportunity to interact with business leaders from difference genres.

Involvement At the Top

The key to inculcating an entire law firm with a community active awareness begins at the top. The management body of the law firm must lead by example while also mentoring younger attorneys. The marketing department must also coordinate and help the firm implement the strategy. Each attorney should be quizzed about his or her community involvement on a periodic basis. Keep a list of these activities and post them on your Web site. Most important, it should be an element to consider at year-end when determining one's salary and bonus.

It is important not to over commit oneself to an organization. Merely placing your name on the letterhead without a commitment to the organization, other than a financial one, can actually reflect negatively on the firm. Those attorneys who actually roll up their sleeves, get involved and become an integral part and ultimately become a leader in the organization actually benefit in a number of ways. Initially, they become familiar with people in all walks of life, many of whom may not be familiar with the attorney or the law firm. One can also develop management and leadership skills that can be learned from others who serve in a similar role in other businesses and industries. Best of all, over time you can develop relationships with others in the business community who can become a referral source ' or better yet, a client. The final benefit for the community active law firm is the good word on the street. When an attorney's or the firm's name is mentioned, it will be recognized and a good buzz will be on the street.

Developing the community active attorney and law firm can only benefit the law firm. It takes five to 10 to really make it happen. As part of a marketing and public relations strategy, it makes economic sense.