2014 CECP Report Corroborates a Strong Link between Corporate/Employee Giving and Improved Business Performance
CECP’s “Giving in Numbers 2014 Edition” report analyzed corporate giving and employee engagement data from 261 of the world’s leading companies. The report found a strong increase in corporate giving in 2013 across the board, with giving up by over $25 billion at the 261 companies surveyed. More importantly, the report clearly showed that companies that increased corporate giving saw significant tangible gains in business performance – with higher revenue growth, profitability, employee engagement and productivity.
The report’s message was loud and clear – corporations that sincerely embrace and encourage employee involvement in workplace giving programs benefit significantly from a “halo effect” that boosts employee engagement, workplace pride, employee productivity, brand perception and customer opinion, and results in higher sales, greater innovation, better teamwork and higher profitability. In fact, forward-thinking organizations often engage corporate philanthropy specialists to bring in best practices that can produce this “halo effect” through transparent, smooth-functioning processes and multi-faceted matching programs.
Specifically, the Report’s findings show that:
- From 2010 to 2013, Corporate Giving increased for 64% of the 261 companies surveyed, with more than a third of all companies increasing their giving by at least 25%.
- There is a strong link between a company’s social investment and business performance. For example, profits increased at 59% of the companies that increased giving by more than 10% since 2010, with a median revenue increase of 11% compared to a decrease of 3% for all other companies.
- 86% of surveyed companies encouraged employee contributions by offering a multitude of Matching Gift programs
- International giving increased over the 2010 – 2013 period to 18.2% of total giving. Among companies that gave internationally, median contribution to international end-recipients increased by 57%, showcasing a greater commitment to addressing societal challenges across the globe.
- Non-cash giving increased in recent years, driven in part by an expansion of Pro Bono Service programs from 34% in 2010 to 50% in 2013.
- 59% of surveyed companies gave employees paid time-off for volunteering, and the median volunteered time grew to 62,000 paid hours per company.
The Report’s other findings show that 60% of surveyed customers would be willing to pay more for goods or services from a company that gave generously, and 71% of millennials – those born between the early 1980s – 2000 who are now in the 15 to 35 age group, also called Generation Y – prefer working for companies that give back to society.
The report also found that 67% of surveyed consumers said their opinion of a company was shaped by how much its CEO encouraged charitable initiatives.
CECP’s 2014 Report underscores the importance of sincere corporate philanthropy initiatives to boost employee engagement, increase favorable customer opinion and drive business growth. Moreover, corporations must commit to sustainable, long-term giving programs to have a meaningful impact on business growth and brand perception.
We, at CyberGrants, are delighted to see strong gains in corporate giving over the past four years, with the report validating our core belief that companies help themselves and their employees the most when they help others over the long run.
Images and data sourced from https://cecp.co/