Navigate the Changing Landscape of Workplace Giving:
Insights on engaging a dynamic and diverse workforce
Workplace giving has evolved significantly over the past few years, becoming an expectation among employees across all industries. Nearly 6 in 10 employees stated it was imperative, or very important, to have a workplace culture that is supportive of giving and volunteering. Companies invested in corporate social responsibility programs, including but not limited to workplace giving, experience greater employee engagement, satisfaction and retention.
Schneider Electric Foundation is working to expand their culture of employee powered corporate giving programs. To drive awareness and increase employee engagement from day one, they have implemented a New Hire program. New employees are given $25 to donate to the charity of their choosing and have 20 paid volunteer hours to spend working with organizations they care about.
Workplace giving is a corporate culture model designed to spur employees to volunteer or make donations to charities. In a traditional sense, workplace giving occurs when employees make financial donations for charitable purposes with implicit employer endorsement. The employer, then, will match the money and the time workers devolve to nonprofits, with either monetary support or other kinds of contributions, such as product donation.
Navigating the changing landscape of workplace giving is a moving target that many of you have been tasked with hitting. In 2020, ensuring that you are enabling processes and protocols to offer a dynamic and diverse workforce opportunities to become engaged is more important than ever. This means offering engagement opportunities that are accessible, meaningful and specific to employee donors and their individual cause preferences.
An average workplace engagement program can expect participation levels around 38%, while participation for an excelling program jumps to 68%. Now, how can you increase someone's commitment financially and your overall impact?
Target has leveraged gamification and social strategies to achieve an over 90% participation rate in their corporate giving programs. In 2019, Target made $204 million in cash and in-kind donations, with more than half of the philanthropic spend going to underrepresented communities, and including more than 89 million pounds of food donated (equivalent to 74 million meals).
For millennials, and others, who may not have the means for financial contribution, having volunteerism and employee grantmaking programs, which rely on using company funds, are vital. Employee donors who do have the means for financial contributions want a choice. They want control to make financial contributions to the charities of their choosing when and how they want, right now. Both want the opportunity to participate in employee giving programs and volunteering opportunities in a purposeful way.
Recent research shows that one of the top five detractors from an employee donor's giving experience is the limited ability to donate how and when they want. Choice is imperative when it comes to giving through the workplace. 76 percent of the employee donors identified the ability to choose what cause they give to as imperative.
Evolving your workplace giving to engage the dynamic and diverse workforce of today is possible and can have win-win-win results, for employee donors, for your brand and non profit organizations. Creating mutually beneficial programs keeps employees satisfied and engaged, the consumer views your brand as social responsible and non profit organizations get the support they need to make an impact. But, where do you start?
Have you adapted your workplace giving to include these proven strategies for increased engagement & impact?
- Make giving fun with a little friendly competition.
- Embrace donor choice.
- Incorporate new hire programs so employees can experience your companies giving culture right away.
- Provide diversified program options.
- Offer on demand giving programs that become available immediately when needs arise, think disaster relief and or immediate need.
- Make giving available to non traditional employee types looking to affect societal change. This includes inactive employees, board members, and even community members.
- Empower employees as ambassadors of your company's csr mission.
- Promote year round giving with open campaigns.
- Develop clear channels of communication, so employees are aware of the programs available to them and their whether or not they are eligible to participate.
- Listen to your employees.
For more insights on how to increase CSR participation and impact, check out ‘Evolving Your NPO Strategy for More Employee Choice’, with Nita Kirby from CyberGrants and Lori Gibson of BNY Mellon.
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