SNAPSHOTTrends and Strategiesto Engage Employeesin Greater Giving
Every year, millions ofpeople across Americaare invited to participatein an activity that hasbecome a Fall tradition forge...
The impact of employee giving campaigns on char-        • Nearly 100 private sector employers provideditable organizations...
A SNAPSHOT OF THETop Five Trends andEmerging Strategiesto Engage Employeesin Greater Giving                    1          ...
Key Highlights of Today’sEmployee Giving ModelBased on the research, effective giving programs remainbeneficial to all key ...
Giving programs are broad-                                                            ening to facilitate engagement.     ...
SNAPSHOT     Employee Giving Campaigns     • Giving programs are broadening to facilitate engagement.     • Employers larg...
Challenges with the Current    Employee Giving Model            “We are looking for a Survey respondents were asked to    ...
More than 50% of employers surveyedplan to implement more social mediatools into their employee giving              More t...
Game Changer: Technology    and Digital Culture Are    Driving the Transformation    in Employee Giving               “Tec...
CHART 2:Ideas Employers Haveto Enhance Engagement60%45%30%15%0%      Contests           Social             Events         ...
The Paradigm Shift     from Just Giving to     Engagement Strategies          “Having been involved                  Emplo...
CHART 3:Employee Expectations ofFuture Engagement Programs• Match their contribution with a company gift• Conduct an effec...
Fully Integrated Employee     Engagement Delivers Value     to Employers, Employees, and     The Causes They Care About   ...
A Final Snapshot      In summary, Trends and Strategies to Engage Employees in          “We are experiencing      Greater ...
Employers Who     Participated in     2012 Snapshot                  A                               F                  AA...
M                                   TMerck & Co., Inc.                   T. Rowe Price Group, Inc.Mondial USA             ...
About     America’s Charities                           Americas Charities is a multi-dimensional, mission-driven organiza...
For more information about Snapshot,employee engagement and America’sCharities, please call 703.222.3861, ext. 5346or send...
14150 Newbrook Dr. Suite 110     Chantilly, VA 20151     www.charities.org
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Snapshot: Trends and Strategies to Engage Employees in Greater Giving

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America's Charities is proud to release "Snapshot: Trends and Strategies to Engage Employees in Greater Giving," the third in a series of reports and monographs we have issued since 2000 regarding workplace giving and employee engagement. This original research reveals the most dramatic shift in employee giving over the past decade: The evolving workforce and the digital age suggest a new model is emerging to more fully engage employees and maximize the impact of the giving experience inside and outside the walls of the workplace.

Nearly 100 companies participated in this latest research project. These participating companies employ more than 1.4 million people, represent more than 20 industry groups, and collectively, they raise more than $230 million through employee giving campaigns.

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Snapshot: Trends and Strategies to Engage Employees in Greater Giving

  1. 1. SNAPSHOTTrends and Strategiesto Engage Employeesin Greater Giving
  2. 2. Every year, millions ofpeople across Americaare invited to participatein an activity that hasbecome a Fall tradition forgenerations of employeesworking at many of thenation’s largest employers:the Employee CharitableGiving Campaign.
  3. 3. The impact of employee giving campaigns on char- • Nearly 100 private sector employers provideditable organizations and the people and communi- insights into their practices.ties they serve is extraordinary. Snapshot: Trends • These companies and organizations employand Strategies to Engage Employees in Greater more than two million people, represent moreGiving reveals the most dramatic shift in employee than 20 industry groups, and are geographi-giving over the past decade. cally dispersed.These workplace giving campaigns funnel $3 • Collectively, the participating employers raisebillion annually, much of which is unrestricted, more than $230 million through their annualsustainable funds, that enable nonprofit groups employee giving campaigns.to deliver vital services throughout the nation. This original research follows previous reportsAnd, while employers remain committed to this issued by America’s Charities in 2000 and 2006traditional social responsibility activity, mounting and documents the changing landscape of philan-pressure from an evolving workforce and the thropy, digital culture, workplace expectations,digital age suggest a new model is emerging to and demographic shifts which are reshaping themore fully engage employees and maximize the future of employee giving. For employee givingimpact of giving at the workplace. campaigns to be fully maximized, the researchAmerica’s Charities, a national proponent for effec- indicates employers can do significantly moretive employee engagement programs, commis- to foster the environment in which employeesioned research to identify current trends, attitudes engagement thrives.and perceptions in employee workplace giving. Research Highlights Companies & New Technology & Paradigm Shift Organizations Engagement Digital Culture at Hand Are Committed Strategies Technology and A paradigm shift Companies and Employers are digital culture are is taking place— organizations creating new transforming the a new model continue to recog- giving models employee giving is emerging nize the benefits of to involve and experience. that empowers a strong employee engage employees, employees to partici- giving program with particularly younger pate in the giving branded initiatives employees. experience inside that offer choice and outside the walls and increase of the workplace. engagement. Trends And Strategies To Engage Employees In Greater Giving 1
  4. 4. A SNAPSHOT OF THETop Five Trends andEmerging Strategiesto Engage Employeesin Greater Giving 1 Brands R Us. We live in a branded world with logos and messages touching all aspects of our lives. Branded campaigns align a company’s values, philanthropic and increasingly overall social responsibility goals to support employee giving. Eighty percent of the employers surveyed are branding their workplace giving programs with their own names, themes, and/or logos. 2 We “Like” to Share Why We Give. Thirty percent of respondents report they allow employees to post videos and/or testi- monials supporting their favorite charities as part of the giving program. More than half report they are likely to incorporate more social media tools into giving activities. 3 Millennials Arrive. Young workers are arriving in the work- place with different expectations of their employers. They want their giving experiences to be engaging, empowering, and catalyzing. These new expectations are causing employers to rethink their giving programs and find new ways to meaningfully engage Millennials in giving their time, talent, and money. 4 High Impact, Low Cost. Employers are looking for maximum efficiency in all administrative areas, including their workplace giving and employee engagement efforts. While technology has increasingly added value by making giving and volunteering easier, about 85% of respondents said administering the campaign is one of their top challenges. 5 One-Stop Shop. Companies and organizations are now devising overall strategies for giving, volunteerism, skills-based pro bono, and engagement. Previously these efforts were typically spread out over the company and not coordinated.
  5. 5. Key Highlights of Today’sEmployee Giving ModelBased on the research, effective giving programs remainbeneficial to all key stakeholders, including the company,employee donors, and the benefitting charities. Employers CHART 1:continue to recognize the benefits of strong employee giving Profile of Current Giving Programsprograms with over 80% of the participating companies 100%and organizations in our research project agreeing orstrongly agreeing that their company is committed toa giving program. Further, they indicate that employee 75%giving remains a priority that impacts their ability to attractand retain talent. 50%In fact, the employee giving model continues to shift asemployers no longer ask, “Should we have an employeegiving program?” The question they now ask is “How can 25%we maximize our efforts through employee giving?” 0%In CHART 1 – “Profile of Current Giving Programs” (at right) Choice Specific Events Branded Aligned Matchhighlights the percentage of employers that incorporate key Dateselements in their current programs. Over 90% of respondentsgive their employees the opportunity to select from a wide • Choice is found in virtually all giving programs.and diverse range of charitable organizations; campaigns arestill conducted in the fall; fundraising and networking events • Campaigns are still conducted during a finite period of time but a growing number alloware growing in popularity; and giving programs are branded giving throughout the year.and aligned with other corporate philanthropy and employeeengagement programs. • Events are growing in importance as a way to support employee engagement.The following elements indicate how workplace giving • Giving programs are branded and integratedcampaigns are transforming and making way for a new with other employee engagement activities suchengagement model. as volunteerism. • Giving is aligned with corporate philanthropic goals and company mission. • A growing number of employers are matching payroll contributions. Trends And Strategies To Engage Employees In Greater Giving 3
  6. 6. Giving programs are broad- ening to facilitate engagement. The key elements of employee giving Evolution of campaigns are evolving. The research indicates employers are at least one-third Employee Giving more likely to strengthen aspects of their giving program in response to changing employee expectations that engage them 63% in a broad range of charitable activities. 40% Employers largely brand and integrate employee engage- 20% % of employers that match payroll ment initiatives. Nearly 80% of contributions employers surveyed have branded their workplace giving program with their 2000 2006 2012 own name, theme, and/or logo. About 70% of employers indicate they have aligned their giving campaign with other employee engagement programs and/ 90% or corporate philanthropic initiatives, a 65% 38% increase since 2006. Branding and alignment ensure 30% % of campaigns employee giving programs reflect opened up to unique corporate cultures and employee other charitable charitable interests. organizations Charitable choice is offered by 2000 2006 2012 more than 90% of employers. N inet y-three percent (9 3%) of employers that conduct annual campaigns enable employees to choose which charities they give to. 35–47% 20–45% This represents a 43% increase since 30–40% 2006 and a 210% increase in choice since 2000. Average employee participation rates Almost half of the employers surveyed indicate they feature specific nonprofits 2000 2006 2012 in their campaign. While the other 50% do not feature specific charities they allow employees to give to the charities 80% of their choice. 60% When charitable choice is given, employee participation increases. Giving is up at a majority 10% % of employers conduct some type of of the companies and organizations surveyed, but employee participation electronic campaign rates are declining at almost half of those employers. 2000 2006 2012 The average participation rate in 2006 was 41%. In 2012, the average partici- pation dropped to 33%.4 Snapshot
  7. 7. SNAPSHOT Employee Giving Campaigns • Giving programs are broadening to facilitate engagement. • Employers largely brand and integrate employee engagement initiatives. • Giving employees charitable choice is the norm. • When choice is given, more employees participate. • Companies and organizations increasingly rely on technology vendors as the technology itself is changing. • Corporate matching gift programs are growing. • Events are increasing in popularity to growing giving.However, this research demonstrates Fundraising, networking and Nearly 60% of employersthat the number of employees who other social events help catalyze that feature signaturegive increases when their workplace greater giving. More than 50% ofcampaigns feature a group of chari- employers surveyed have increased charities reported anties or when given the option to give to the number of gatherings such as increase in the numberwhatever charity they choose. networking events, fundraising activities, of employees choosing and charity fairs associated with giving to donate through theEmployers increasingly rely on campaigns. The real value of events is workplace campaign.vendors as technology itself is in creating opportunities to interact withchanging. Nearly 80% of companies colleagues and organizational leader-and organizations surveyed contract ship, learn more about charities, andwith a technology vendor that supports catalyze greater giving. More than 30%their giving program compared to of employers are incorporating social10% in 2000. media tools into the giving program.Over the past decade, technology has Fall fundraising campaigns giv-evolved beyond capturing pledge and ing way to year-round engage-contribution data. New platforms are ment. Nearly 80% of respondents indi-emerging that makes the donor experi- cate they conduct their giving programence more meaningful and engaging. during a finite period of time, usually in the Fall or during the holidays.Corporate matching gift prog-rams are growing. Nearly two-thirds However, a growing number of empl-of employers surveyed indicate they oyers recognize that giving can takematch employee payroll contributions. place throughout the year. StrategiesThis is a 58% increase since 2006. need to be developed that leverage campaign-like features, such as kick-offCorporate matches are becoming a events and strategic communications,central driving force that incentivizes and then facilitates giving throughoutemployees to donate to charities through the year with ‘pulse points’ that generateworkplace initiatives. interest and engage employees. Trends And Strategies To Engage Employees In Greater Giving 5
  8. 8. Challenges with the Current Employee Giving Model “We are looking for a Survey respondents were asked to Survey participants indicate they are technology solution identify the three greatest challenges looking for new solutions that are easy they face with their current employee to use, don’t require a lot of time to that is ‘all things giving program. The top three were: administer and offer a platform to employee engagement’ engage employees. embodied into one tool 1 Balancing High Impact—Low that is easy to manage Cost Technology. About 85% of The challenge is to balance the use of and streamlines the respondents said administering the technology with the increasing expec- campaign is one of their top chal- tations for peer-to-peer and the social employee experience.” lenges. Time-crunched administrators dimensions of employee engagement. — SURVEY PARTICIPANT face hurdles when coming up with While some communications func- new engaging and relevant ways to tions have moved online, employee encourage employees to participate. face-to-face involvement and partici- pation are still valuable components of successful campaigns. Three Greatest Challenges 2 Addressing the Arrival of the Millennials. The current workforce is Respondents indicate these are their greatest challenges: comprised of about 80 million employees 85% 92% 85% known as Millennials: people born between 1982 and 2001. They represent a powerful new wave of potential work- place donors, and they are changing #1 Balancing High #2 Addressing #3 Infusing Vitality the conversation. Millennials bring an Impact – Low Cost the Arrival of the into Campaigns added layer of digital and connective Technology. 85% Millennials. 92% that Engage and Let dynamics to both employee engagement indicate balancing identify addressing Employees Share and employee giving programs. These high impact personal- the needs and chal- with Their Peers Why “net-natives” expect their digital lives to ized activities with lenges of a younger They “Like” to Give. transcend the walls of the workplace. low cost technology. workforce. 85% are challenged with infusing vitality Over 92% of employers surveyed into a campaign that face challenges connecting younger involves, excites and employees to existing employee giving engages employees. programs. Not surprisingly, about 80% agree that the current campaign model needs to be made more attractive for younger employees.6 Snapshot
  9. 9. More than 50% of employers surveyedplan to implement more social mediatools into their employee giving More than two-thirds One in six companies While participation isprograms in order to attract younger of the organizations report that more low, its not low every-employees and enable all employees to surveyed indicate than 70% of their where. Plus thereconnect with peers and the causes they that less than 50% employees partici- is every reason tocare about in real-time. of their employees pate in the giving believe many opportu- participate in the program. nities can be lever-3 Infusing vitality into cam- giving campaign. aged to grow givingpaigns that engage and let and engagement.employees share with their peerswhy they “like” to give. About85% of respondents said that keepingthe campaign fresh and vibrant is a chal-lenge. Employers are now devising anoverall strategy for giving, volunteerism,skills-based pro bono and engagement.Previously, many of these efforts werespread out over the company and notcoordinated. Today, many employersare looking to integrate their efforts intoa one-stop shop. And, new technologyplatforms may support this integration.Importantly, companies and organi-zations are developing strategies andideas to address these challengesand enhance engagement. More thanhalf the employers plan to implementsocial media tools allowing employeesto communicate about the charities theysupport along with their involvement.And, the number of year-round givingprograms is growing. Trends And Strategies To Engage Employees In Greater Giving 7
  10. 10. Game Changer: Technology and Digital Culture Are Driving the Transformation in Employee Giving “Technology hasn’t The Internet, digital media, and mobile now allow employees to post videos changed just yet, but devices have changed the way we think, and/or testimonials in support of their act, and convene. Since 2006 and the favorite charities while more than half it’s certainly about to!” surge of Facebook and Twitter, dozens report they are likely to incorporate — SURVEY PARTICIPANT of online platforms and social media more social media tools into the giving applications have launched that connect program within the next two years. individuals, nonprofits, and networks. New ways of giving abound 24/7/365. CHART 2 – “Ideas Employers Have to Enhance Engagement” (at right) indi- About 54% of employers surveyed cates how a growing number of compa- report their use of technology has nies are planning to use technology changed in just the last three years. to broaden their strategies to grow Thirty percent (30%) of respondents employee engagement. The Evidence: • 85% of employers surveyed » Nearly a quarter use use technology to provide technology to connect information to employees. employees with their peers. • Nearly 40% of employers • When employees were asked surveyed use technology to what their employer could do to increase engagement. make their giving program more » Nearly half of these firms effective, 44% of employees use technology to promote would like to more easily find volunteer opportunities. information on local, national and international charities, and » More than two-fifths use 32% would like to access more technology to connect information about those charities employees with reputable featured in their campaigns. nonprofit organizations. » About one-third use technology to provide feedback on how contributions are used.8 Snapshot
  11. 11. CHART 2:Ideas Employers Haveto Enhance Engagement60%45%30%15%0% Contests Social Events Year-Round Employee Media Giving ContentA growing number More than half the Social media tools More employers areof employers are employers plan to enable employees allowing employeesincorporating implement more to post content to give throughoutcontests and events social media tools. promoting their the year.as a way to add favorite charity.fun and keep theprogram vibrant. Trends And Strategies To Engage Employees In Greater Giving 9
  12. 12. The Paradigm Shift from Just Giving to Engagement Strategies “Having been involved Employees’ expectations are changing than ever before as highlighted in CHART in all three of America’s as our digital culture evolves. A new 3 – “Employee Expectations of Future model is emerging that empowers Engagement Programs” (see right). Charities workplace employees to participate in the giving giving reports, this experience inside and outside the walls Employers surveyed understand this Snapshot reveals the of the workplace. changing environment and are realigning most dramatic shift in ways that integrate corporate goals, When asked to identify an appropriate employee expectations, and opportuni- we’ve ever seen in role for employers in supporting indi- ties to grow giving. Employers identified employee giving.” vidual donor activities, employers indi- elements they expect to incorporate in — STEVE GREENHALGH cate they are being expected to do more their future campaigns (see below). Report Researcher and Senior Advisor to America’s Charities Top Components of Future Campaigns 1 Payroll Contributions 5 Incentives 2 Matching 6 Year-Round Giving 3 Choice 7 Individual Giving Accounts 4 Goals 8 Employees Promote Their Favorite Charity10 Snapshot
  13. 13. CHART 3:Employee Expectations ofFuture Engagement Programs• Match their contribution with a company gift• Conduct an effective workplace giving program• Support and encouragement from the employer to participate• Promote and sponsor volunteer opportunities• Expand opportunities to give throughout the year to any charity• Provide released time to volunteer• Encourage teams of employees to volunteer• Conduct employer-sponsored volunteer projects where they can join with colleagues in doing good• Offer financial grants to their favorite charities in recognition of their volunteer service Trends And Strategies To Engage Employees In Greater Giving 11
  14. 14. Fully Integrated Employee Engagement Delivers Value to Employers, Employees, and The Causes They Care About Workplace & Giving Culture 24/7/365 Inside & Charitable Outside Walls Choice of Work Engaged employees give time, talent and money when, where and how they want. Digital Game Matching Changer Gifts Personal Connections & Involvement12 Snapshot
  15. 15. A Final Snapshot In summary, Trends and Strategies to Engage Employees in “We are experiencing Greater Giving reveals a shift is underway from simply giving a paradigm shift in the to fully integrated engagement opportunities. workplace giving with As advocates for a fully engaged workforce, America’s a new model emerging Charities encourages employers to follow the lead of many that empowers employ- of those responding to this survey and consider the following ees to participate in the questions as a starting place for thinking more strategically giving experience inside and creatively about how to strengthen and transform their current employee giving programs. and outside the walls of the workplace.” • How are you balancing high impact personalized activities — STEVE DELFIN with low cost technology solutions? President and CEO Americas Charities • Have you prepared yet for the arriving Millennials and developed strategies to engage them? • How are you infusing new life into your giving programs? • Do you let employees share with their peers who and why they “like” to support? • Does your organization’s giving experience mirror the digital culture your employees are experiencing outside the walls of the workplace? America’s Charities invites you to engage with us via Facebook, Twitter and LinkedIn. Trends And Strategies To Engage Employees In Greater Giving 13
  16. 16. Employers Who Participated in 2012 Snapshot A F AAA Florida Blue AMD Food Lion, LLC American Airlines Freddie Mac Amway Anonymous G Ashland, Inc. General Dynamics Corporation Avery Dennison Georgia Power Company Green Mountain Coffee B Roasters, Inc. Becton, Dickinson and Company BJ’s Wholesale Club, Inc. H Blue Cross and Blue Shield Halliburton Company of Minnesota Hospira, Inc. C I Caterpillar Inc. Illinois Tool Works Inc. Cisco Systems, Inc. ING U.S. Inc. The Clorox Company Ingram Micro Inc. Community Health Systems Inova Health Systems ConAgra Foods, Inc. Insperity, Inc. C.R. Bard, Inc. CUNA Mutual Group J JHT Holdings Inc. D JPMorgan Chase & Co. Deere & Company K E Kaiser Permanente Eaton Corporation ETS L Exelon Corporation Legal & General America EZCorp Financial Services Lockheed Martin Corporation14 Snapshot
  17. 17. M TMerck & Co., Inc. T. Rowe Price Group, Inc.Mondial USA TCF BankMonsanto Company TE ConnectivityMorgan Stanley Thomson Reuters Corporation Tribune CompanyNNational Penn UNationwide Life Insurance Company Underwriters Laboratories, LLCNew York Life Insurance Company United Continental HoldingsNordson Corporation UnitedHealth Group IncorporatedNorthrop Grumman Corporation United Parcel Service, Inc.Northwestern Mutual Life Insurance Company W Wal-Mart Stores Inc.O The Walt Disney CompanyOrlando Sentinel Washington Gas Light Company Communications Company WellPoint, Inc. Wells Fargo & CompanyP Weyerhaeuser CompanyPfizer Inc. W.W. Grainger, Inc.PG&E CorporationPNM Resources, Inc. XPortland General Electric Company Xerox CorporationProgress Energy, Inc.SSeton HealthcareSiemens CorporationSouthwest Airlines Co.State Street Corporation Trends And Strategies To Engage Employees In Greater Giving 15
  18. 18. About America’s Charities Americas Charities is a multi-dimensional, mission-driven organization that connects public and private sector employers with charities to engage employees in greater giving. Who We • Charities looking to expand their participation and reach in workplace giving and employee engagement programs through membership in one of Serve Americas Charities’ four federations: Americas Charities, Children First – America’s Charities, Health First – America’s Charities, or Community First – America’s Charities of Greater Washington, D.C. • Employers seeking efficient and effective ways to manage and engage employees. • Individual donors seeking ways to make a significant impact on the causes they care about. Our Core • Generating unrestricted, sustainable financial support for charities through employee engagement programs. Services • Distributing funds to charities in an efficient, effective, and transparent manner. • Consulting with employers on strategies to achieve their philanthropic goals, while strengthening employee engagement programs. • Providing solutions to support employers with their employee engagement programs that catalyze greater involvement and giving. Since 1980, our collective experience and ability to provide the highest level of personal service and expert consulting to our member charities and clients has resulted in more than a half-billion dollars raised for tens of thousands of charities in federal, state and local government, and corporate workplace giving campaigns. Links www.charities.org www.linkedin.com/company/america’s-charities www.facebook.com/AmericasCharitiesFederation www.twitter.com/AmerCharities Snapshot: Trends and Strategies to Engage Employees in Greater Giving, 2013 www.charities.org/news/trends Campaigns at the Crossroads: Changing Direction, 2006 www.charities.org/news/trends Employee Workplace Campaigns: At the Crossroads, 2000 www.charities.org/news/trends16 Snapshot
  19. 19. For more information about Snapshot,employee engagement and America’sCharities, please call 703.222.3861, ext. 5346or send an email to trends@charities.org.
  20. 20. 14150 Newbrook Dr. Suite 110 Chantilly, VA 20151 www.charities.org

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