According to Wikipedia:
“Pro bono publico (usually shortened to pro bono) is a phrase derived from Latin meaning “for the public good”. The term is generally used to describe professional work undertaken voluntarily and without payment as a public service. It is common in the legal profession and is increasingly seen in marketing, technology and strategy consulting firms. Pro bono service, unlike traditional volunteerism, uses the specific skills of professionals to provide services to those who are unable to afford them.”
I recently attended a luncheon held by the Raleigh Public Relations Society in which Megan Henderson, owner of Looking Glass Communications, gave a presentation on the importance of doing pro bono work for not only yourself, but for the community.