Pro Bono adds grants page to online services

B2B news and resources website for social enterprises Pro Bono has launched a grants page in partnership with Strategic Grants.

According to Pro Bono, the grants page has been launched in response to reader demand. 

On the launch, the publication said “We know that not for profits and social enterprises make up more than 70 per cent of our audience and news subscribers. We also know that grants and donations make up over 25 per cent of revenue for most of Australia’s small to medium-sized charitable organisations. 

“So it made sense for us to form a partnership with Strategic Grants in order to highlight grant opportunities for…our readership.” 

The grants page will showcase 12 new funding opportunities each month. Information on featured grants include the area of support, value, deadline and applicable location, before users are directed to the Strategic Grants website for more information. 

Pro Bono: the master of brand extensions 

Established in 2000, Pro Bono provides daily news and resources to over 60,000 subscribers working in Australia’s social economy, within roles relating to impact investing, philanthropy, volunteering, corporate social responsibility, not for profits and social enterprise. According to the publication, over one million use their services annually. 

The Pro Bono brand is a good example of how to establish brand extensions to increase revenue and drive further audience engagement. Pro Bono’s revenue streams include online advertising (starting at $500 per week), a jobs board, annual Salary Survey, webinars, and online directories. Reader access to news and the opportunities within the jobs board and directories is free. 

On its About page, the publication says “Over 20 years we can claim to have given significant profile and support to the emergence of many flourishing organisations that make up Australia’s increasingly robust social economy – one that sees the economy as being at the service of the people, and not the other way around.” 

This statement is backed up by an estimate of the publication’s social impact (as at 2015), broken down by service: news, webinars, volunteer match, surveys. 

In 2015, Pro Bono Founder Karen Mahlab AM received a Member of the Order of Australia for her services to the not for profit sector and innovation in philanthropy. 


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