By Trey Ryder
Here’s one of the best-kept secrets in lawyer marketing. Few attorneys take advantage of it. But those who actively pursue it can gain significant competitive advantages most attorneys only dream about. Plus, they provide much-needed help to people in their community.
If you see lawyers making key contacts by working in non-profit organizations—and if competing lawyers have established themselves with existing groups—you can set up your own non-profit organization and gain a big marketing advantage. As founder and spokesperson for your group, you benefit in at least four ways:
Benefit #1: You gain high media visibility because publication editors and broadcast producers write more articles to benefit non-profit causes than to help lawyers attract clients.
Benefit #2: You improve your image in the community. Rather than being perceived as a lawyer in search of new clients, you become known as the lawyer who is working hard to benefit the people you want to help.
Benefit #3: You gain referrals from allied professionals, including those you have invited into your organization and those who know you through the media. Outside referral sources send you clients because you are earnestly working to help people. Inside referrals sources – those on your advisory board – send clients to you because they recognize your skill, they respect your desire to help people, and they benefit from the publicity they gain through your mailings and meetings.
Benefit #4: Because you founded the non-profit organization, you are the gate-keeper. This means you invite into your group only those professionals you believe will be benefit your group. You can invite competing attorneys to join you, or screen them out, as you wish.
One key to attracting clients is to market the non-profit group, instead of – or in addition to – your law practice. As your group grows, you’ll meet qualified prospects through media publicity, through your group’s website and at monthly meetings. When you find prospects who want to better understand their legal rights, you invite them to your law office, which is a separate entity from the non-profit organization.
In a moment, I’ll walk you through the steps I recommend for starting your own non-profit. But first, let me tell you about a non-profit organization – and introduce you to my friend Don Keenan, a personal injury trial attorney based in Atlanta.
In 1993, Don established the Keenan’s Kid Foundation. You’ll see it featured on his website www.keenanlawfirm.com under the tab “our giving back.”
Don has achieved extraordinary visibility not only through his law practice, but also through his remarkable work with children. Please take a moment to visit
Don’s website at www.keenanlawfirm.com. This will help you see how you might use a non-profit organization in conjunction with your law practice.
No question, Don is a gifted attorney. Even without this non-profit organization, he would be highly successful. His Keenan’s Kids Foundation gives him another way to actively support causes that are important to him. Plus, his ongoing visibility builds momentum that benefits both his foundation and his law firm.
Now – here are steps you can take to start your own non-profit organization.
Where to Start
Identify the type of prospective clients you want to attract to you law practice. List the problems they face and how your non-profit organization could help them find solutions.
Identify referral sources who can direct people to your group. For example, neurosurgeons could refer clients with spinal injuries, psychologists could refer family law clients, and CPAs could refer cases of securities fraud. If you focus on business clients, you night invite management consultants, chamber of commerce executives, and business-related professionals into your group.
Ask your referring professional for the names of existing groups, if any, that currently help your target audience. Then call and ask for their information. Don’t be discouraged if groups already exist. This proves that people want these services. Metropolitan areas often have several non-profit groups that relate to the same subject.
Go to other group meetings to see if they are well attended. Identify subjects the group doesn’t cover and services it doesn’t offer. These are opportunities for you. And if a large number of people need help, you could even duplicate the other groups’ efforts and services and reach more people in your community.
Forming Your Own Group
Create a name for your organization that clearly describes your subject. The Sacramento Foundation for Dangerous Products. The Philadelphia Center for Traumatic Brain Injuries. The Denver Alliance Against Insurance Bad Faith. Don’t gloss over this point. The name you choose has more importance and lasting value than any other decision you’ll make.
Create whichever non-profit entity fits your needs. A simple non-profit corporation may be enough. Or, you might pursue non-profit status with the IRS if you want to accept tax-deductible donations. If the non-profit group sponsors your law firm’s seminars or activities, you might benefit from non-profit postage rates and non-profit advertising rates. Also, charitable groups sometimes get reduced rates for meeting and seminar rooms – and are invited to take part in activities where for-profit entities are barred.
Invite key professionals who have an interest in your group’s purpose – or who could be referral sources—to sit on your organization’s advisory board. Then invite these people to speak at your monthly meetings, submit articles for your group’s website, and take part in other group activities.
Compile a comprehensive mailing list of your organization’s referral sources, advisors, members and prospects. If you attract prospects who are comfortable with email, compile a list of email addresses.
Compile a mailing list of local media. These include news directors at radio and TV stations, producers of radio and TV talk shows, and editors at print and online publications.
Create written materials that offer advice to the people you want to reach. Ask your referring professionals and members of your advisory board to contribute information to your written materials. For example, an accident victim might need help with the medical, legal, financial and psychological aspects of his case. Keep your written materials broad- based so you address all the person’s needs. You can narrow in on their legal/medical concerns when you meet them at your next monthly meeting.
Create a list of resources for people who have problems. You might also include names and phone numbers of professionals on your advisory board so they attract new clients as well.
NEXT WEEK: HOW TO MARKET YOUR NON-PROFIT ORGANIZATION.
Trey Ryder specializes in Education-Based Marketing for lawyers.He has provided marketing services for lawyers for 37 years.Trey offers three free articles:7 Secrets of Dignified Marketing, Marketing Secrets of Superstar Lawyers, 11 Brochure Mistakes Lawyers Make.To receive these articles, send your name and e-mail address to trey@treyryder.com and ask for his free e-mail packet of articles.
