I’ve been marketing to educators for the past two years. Recently, I had a call with a school district about scheduling multiple pro bono presentations for educators throughout the year.

When I spoke with the superintendent about the sessions and topics he would like to see, one of his final questions was how much this would cost the district -- and I told him (to his apparent surprise) that I offer these for free.

That triggered two responses. First, he suggested he talk to his board president about having me run a free session on a day when the district's whole staff gets together for training. This is highly guarded time, and vendors rarely get invited. In this particular district, attendance would be 250 members of staff; typically, I present to just 8 to 15 people. That's a great increase in audience.

He then mentioned that he wanted to talk about services for him personally. We decided to set up a dinner meeting with him and his wife.

There are many reasons to engage in pro bono work -- and the most important, of course, is to help those who are in need of free advice. But pro bono work can also pay off by alerting people to your presence and building your reputation.

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