"To spec or not to spec?"

One of the characteristics of the Internet is its facility in enabling lively debate through e-lists and e-mail. Early this summer, the AIGA chapter presidents' e-mail list generated a vigorous discussion on the pros and cons of graphic design competitions, speculative work, and pro bono work. Since this issue is a perennial one that still inspires such passionate responses, including personal experiences of designers who feel compelled to learn yet once more why they disapprove of "spec" work, we are sharing some of the exchange.
I was contacted by a non-profit organization that is holding a design competition. They want people to submit a logo design, newsletter template, letterhead, business cards, #10 envelope and folder. They will chose four finalist and can request revisions to the finalist's submissions. The prize money is $1,000; of course, all rights to the work will become their property.

On the one hand, it's a pitiful amount for all that work. On the other, they are a nonprofit and $1,000 is better than nothing. I'm willing to let our members know about it, though I am sure there won't be a great number of people submitting. Thanks for any input anyone might have to offer!

Christy Bracken
President, AIGA/New Orleans

My company does a bit of pro bono work for non-profits, but before even starting the project we make sure that we are the right fit-i.e., that they like our work, personalities, etc. and vice versa. Once there is agreement on both sides that we can work well together, we proceed and treat them like any other client. The one exception being that when we send the estimate, it shows what a job normally costs vs. what we will be charging them (if at all). That way, the value of our time and work is apparent right up front. We also make it clear that since we are doing work for free, their "payback" is a bit of creative freedom-making it clear that creative freedom does not mean simply making pretty pictures, but making it as well designed as possible while clearly communicating the objective of the project and obtaining the stated goals assigned with it-which should be the goal of any design project, regardless of the client.

This is different from spec work in that spec work is sometimes provided through competitions or through competing directly with other design companies who are also spec'ing the job at hand. In my eyes, there is nothing right about this. I don't ask my lawyer, broker, doctor to do work for me for free while I scope out who might be better at it. To me, that shows disrespect and is a waste of time for all parties involved.

Amy Strauch
President, AIGA/Boston