Elevating Pro Bono: How Corporate Giants Like Amazon and Disney Embed It in Their Core
In an era where corporate legal departments juggle high-stakes deals, regulatory scrutiny, and global operations, pro bono work—free legal services for the underserved—can easily slide into the “nice-to-have” category. Yet titans like Amazon and Disney have turned it into a strategic imperative, weaving it into their culture, operations, and metrics to ensure it’s not an afterthought but a driver of impact, retention, and innovation. Drawing from recent reports and executive insights, here’s how they do it, with lessons for other organizations.
Amazon: Building a Global Engine for Impact
Amazon’s pro bono program, launched in 2014 by General Counsel David Zapolsky, has evolved from a passion project into a powerhouse: Over 2,400 legal and public policy team members have logged more than 80,000 hours across 23 countries since inception, partnering with nonprofits on everything from wrongful conviction exonerations to refugee aid. Zapolsky, who calls it his proudest achievement amid the company’s 10-fold revenue growth, prioritized it from day one to embed access to justice in Amazon’s DNA. Key strategies include:
- Top-Down Leadership and Cultural Mandate: Zapolsky’s vocal advocacy sets the tone—no one is too busy. He urges matching employees’ passions with projects, like aiding Ukrainian IT firms relocating amid war, to boost engagement. This cascades: Annual reports track hours and outcomes, celebrating them in company-wide communications to normalize participation.
- Structured Support and Global Scaling: Unlike ad-hoc efforts, Amazon provides malpractice insurance, training, and a dedicated coordinator to match volunteers with opportunities. Partnerships with firms like DLA Piper and Perkins Coie multiply capacity—e.g., legal clinics at Seattle’s Mary’s Place shelter, housed in Amazon HQ, for homeless families. Tech integration, like AI-assisted document reviews for historical preservation, scales efficiency without diluting human judgment.
- Incentives Tied to Business Goals: “Snackable” volunteering—short sessions over lunch—lowers barriers for busy lawyers. Integrating public policy teams expands skills (e.g., policy advice for veterans’ services), while external firm collaborations deepen vendor ties. Results? Higher retention, as surveys link pro bono to morale and purpose.
In 2025’s report, Amazon highlighted events like connecting policymakers with pro bono projects at Amazon MGM Studios, showing how it aligns with broader ESG transparency.
Disney: Skill-Based, Community-Rooted Commitment
Disney’s approach, formalized around 2016 under then-General Counsel Alan Braverman, leverages the company’s creative ethos for targeted, high-impact service. Chief Legal Officer Horacio Gutierrez emphasizes cultural reinforcement: “Your day is full… so you have to make it clear this is important.” The program focuses on families, arts, and communities, with recent efforts like 2025’s virtual clinics aiding low-income artists. Strategies include:
- Dedicated Teams and Training: Disney Legal formed a cross-functional pro bono group including paralegals and admins, partnering with Public Counsel for two-hour trainings on complex issues like adoptions. This “skill-based volunteerism” via VoluntEARS ensures efficient, meaningful contributions—e.g., shepherding 10 adoptions on National Adoption Day.
- Strategic Partnerships for Amplification: Collaborations with firms like Loeb & Loeb host clinics, blending in-house and external expertise. In May 2025, 16 Disney lawyers joined 18 Loeb attorneys to advise on contracts, evictions, and IP for artists, songwriters, and nonprofits—totaling 34 volunteers for eight clients. This not only scales reach but signals to vendors that pro bono matters, echoing Amazon’s model.
- Integration with Corporate Values: Tied to Disney’s storytelling legacy, efforts prioritize creatives (e.g., film co-writers, fashion designers) and vulnerable groups, fostering pride and retention. Gutierrez notes it combats workload burnout by reinforcing purpose, with events like courthouse volunteering building team cohesion.
Comparative Strategies: A Roadmap for Titans
Both companies treat pro bono as a business asset, not charity. Here’s a snapshot:
| Strategy | Amazon | Disney |
|---|---|---|
| Leadership Buy-In | GC-led launch; annual reports as KPI | CLO cultural mandate; passion-driven teams |
| Structure & Support | Global coordinator, insurance, tech tools | Dedicated group, skill-based training via partners |
| Partnerships | 70+ firms (e.g., DLA Piper for refugees) | Law firms for clinics (e.g., Loeb for arts) |
| Engagement Tactics | Passion-matching, “snackable” sessions | VoluntEARS for admins/paralegals |
| Impact Metrics | 80K+ hours in 23 countries | 150+ families aided annually; artist-focused |
| Business Tie-In | Boosts retention/ESG; deepens firm ties | Enhances morale; aligns with creative mission |
These approaches yield ripple effects: Enhanced recruitment (e.g., Amazon’s program draws purpose-driven talent), stronger vendor relationships, and societal goodwill. As Zapolsky puts it, it’s an “obligation and privilege” that fortifies the profession. For other corporates, start small—pilot a clinic, survey staff passions—and scale with metrics. In a crowded field, prioritizing pro bono isn’t just ethical; it’s smart strategy.