Corporate social responsibility: all in a good cause

One of the most rewarding aspects for anyone working in professional services is the privilege of making a positive impact on someone's life.

Lawyers may not save lives, but good legal advice can save money, time and heartache. Our actions can have long-lasting and life-changing effects.

Economic justice

As US Supreme Court judge Sonia Sotomayor put it: "We educated, privileged lawyers have a professional and moral duty to represent the underrepresented in our society, to ensure that justice exists for all, both legal and economic justice."

As a commodity, our expertise is often expensive, sometimes beyond the means of those whose need is greatest.

Many law firms rightly hold improving access to justice close to their hearts, especially via voluntary, charitable and not-for-profit organisations. Partnerships with such organisations, usually as part of a law firm's social responsibility policy, are enabling better engagement between those who need help and those who can offer it.

This aspect of the legal profession is changing fast as practice managers realise the business benefits of corporate social responsibility (CSR), and how sharing expertise not only protects or enhances a law firm's reputation, but can also generate fresh business; although, as John Wotton, former Law Society president warned, it should never in a modern, democratic society which values the rule of law, plug the gaps left by cutbacks in public funding.

Here in the North West, public sector procurement of legal services has taken a pioneering turn with the creation of the North West Legal Consortium in 2010 headed by Sefton Council, representing 36 local council and other public bodies (for example, Merseyside Police Authority) across the region.

There are now 31 approved law firms on 11 specialist panels doing local government work estimated at more than £10m a year. The selection process is regulated and rigorous - but procurement officers make no secret that they are actively encouraged to be swayed by what is beyond the ticked boxes, looking deeper than technical ability and even financial 'best value' to examine the 'goodness' of a bidder in terms of CSR.

Shared services

This collaborative approach by the public sector will continue to develop. For example, clusters of schools are seeking shared legal services as their links with local authorities lessen.

From a recruitment perspective, CSR also carries clout with young, socially aware professionals - each scouring law firms' websites for a best fit.

One area where many firms focus their CSR efforts is private client services. For example, we have forged a local partnership with Age UK, the country's largest charity dedicated to helping people make the most of later life. Over-60s populations in some of our key client areas such as Wirral are growing faster than the national average.

We run campaigns whereby members of our private client team will operate from an Age UK Wirral shop for a week, helping draft wills without legal fees in exchange for a minimum donation of £80 for a single will and £150 for a couple to Age UK. All proceeds stay in the local area to benefit the local community.

Of course, it is crucial to balance the needs of any business with its social responsibility. The high-quality service we provide in our CSR efforts and the openings to new markets can bring us additional work. It also enhances our reputation while bringing obvious benefits to the good causes, so the perfect 'win-win' scenario is achieved. Our staff get huge personal satisfaction too.

Collectively law firms across the North West and the UK are making a positive difference to society every day. Research by the Law Society estimated that solicitors each give an average of 55 hours' support to good causes a year - the equivalent of £518m. That's a figure our profession should be proud of.

John-Paul Dennis is a partner and the head of private client at Kirwans www.kirwanssolicitors.co.uk