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Best Practices in Employee Giving

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Branding your workplace giving program DVD Bottom Line Choice was right for our associates if you d like to benchmark with us or allow us to learn from you, I ... – PowerPoint PPT presentation

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Title: Best Practices in Employee Giving


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  • Best Practices in Employee Giving
  • Including Strategic Choices within a Campaign
  • Presenters
  • Jillian Walsh, Zurich
  • Karen Thompson, Wal-Mart Foundation

3
Delivering When it Really Matters Enriching
employee giving campaigns with strategic choices
Jillian Walsh Director, Corporate Giving and
Community Relations June 19, 2009
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  • All of us are born for a reason, but all of us
    don't discover why. Success in life has nothing
    to do with what you gain in life or accomplish
    for yourself. It's what you do for others.
  • Danny Thomas
  • Founder of St. Jude Childrens Research Hospital

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Current Economic Climate
  • In the current economic climate, it is most
    important to
  • Refocus contribution to causes central to
    business strategy -56
  • Refocus contribution to areas of greatest need
    21
  • Fulfill existing philanthropic commitments 19
  • Increase overall philanthropy 4
  • --2009 Board of Boards Conference

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Ask the Employees
When considering a change in your companys
contributions, which constituency most
influences your decision?
--2009 Board of Boards Conference
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The road to choice
  • Purpose Go beyond the traditional campaign,
    single choice
  • Goals expand choices, increase participation,
    more responsive to community needs, inject new
    enthusiasm
  • Greater alignment philanthropic, employee and
    business interests

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History
2000 United Way campaign (three sites) 2001
No formal campaign collections for 9/11
families and the American Red Cross 2002
Introduced Giving Week Choice Campaign, six
charities 2004 Employee voting, seven
charities Giving Week becomes A Time for
Giving 2006 Employee voting, 10
charities 2008 Employee voting, 12
charities 2010 Employee voting
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A Time for Giving The Four Pillars
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What is A Time for Giving?
  • coordinated by an enterprise-wide giving council,
    local coordinators and volunteer committees.
  • senior managers serve as campaign champions
  • easy access to an internal online donation system
    through recurring payroll deduction or a one-time
    donation in the current year or following year.
  • online donations, field office fundraising and
    Zurich match totals dollars raised.

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2008-2010 A Time for Giving core charities
  • American Cancer Society
  • American Heart Association
  • American Red Cross
  • Earth Share
  • Habitat for Humanity
  • Juvenile Diabetes Research Foundation
  • Make-A-Wish Foundation
  • National Center for Missing and Exploited
    Children
  • St. Jude Childrens Research Hospital
  • Susan G. Komen for the Cure
  • The Salvation Army
  • United Way

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Selecting from 12 core charities for giving
provides...
  • a range of charities to support
  • the opportunity to support the activity/service
    employees are most passionate about.
  • the power of choice, allowing me to steer my
    funding.
  • employees a way to give to researched and
    responsible charities.
  • the opportunity to give to such a diverse group.

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Senior managers make a difference and a big
splash!
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Engaging Senior Management
Personal connection philanthropy hitting home Passions (kids, sports, environment) Fun (interests, hobbies) Individual Challenge/winning spirit Teambuilding Goal orientation Competitor
When execs talk employees listen Using technology and new forms of media Manageable and specific Communicator Talent management Extension of core business Connection to company values brand Senior champion Visibility Professional
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Engaging our employees in workplace giving is an
example of how Zurich delivers on its brand
promise Delivering when it matters.
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A Time for Giving One Brand. One Community.
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Evolution and Impact
  • Expand choices for giving
  • Develop internal online system
  • Designates locally
  • Supports our corporate culture
  • Increases employee engagement and ownership
  • Develops leadership and core competencies
  • Enhanced senior management visibility and buy-in

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Looking Ahead?
  • Analysis of employee giving data to determine
    strategic choices moving forward
  • Alignment with Zurichs corporate responsibility
    strategy
  • Growing global interest in community involvement
    and nonprofit partnerships

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Final thoughts from the field
  • an opportunity to support charities that are
    important to employees and they believe in
  • an easy way to give back
  • activities that promote peer bonding
  • puts charity at the front of employees minds
  • information on charities that may or may not be
    well known to them.
  • a chance to be part of the Zurich giving
    community.

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A Time For Giving around the U.S.
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Karen Thompson Wal-Mart Foundation
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Wal-Marts Associate Giving Program Includes the
following charities
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- Expanded to choices in 2006 - United Way is
still our flagship charity - Wal-Mart Foundation
matches associate contributions
dollar-for-dollar - Associates can contribute
year-round - Hold annual six-week drive
Overview
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How did we determine whether or not to expand our
workplace giving campaign?
  • We conducted benchmarking and research
  • We reviewed our giving philosophy
  • We solicited feedback from associates

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What did we find in our benchmarking?
  • 33 percent of companies offered choice in
    payroll giving campaigns
  • Research conducted by United Way found that 70
    of employees wanted choices
  • Company branded choice campaigns are often viewed
    as employee-directed as opposed to
    management-directed and controlled

Chronicle of Philanthropy, March 9, 2000
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What changed about our giving philosophy?
  • With United Way giving down, the time was right
    for offering Associates new, expanded, and more
    efficient options that aligned with our mission
  • An expanded giving campaign for us included
    national charities, with grassroots community
    visibility that would capitalize on nationwide
    and community investment

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What did our Associates want?
  • By adding additional giving options that were
    also relevant causes, we provided choices that
    our associates were passionate about
  • In 2005, United Way participation had slipped to
    approximately 12 while the requests for
    additional giving options had increased
  • Bottom line they wanted choices in giving

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Results
  • We have seen double-digit annual increases for
    all charity partners with the exception of United
    Way
  • United Way giving experienced lower annual
    decline than with United Way-only campaign
  • Aligned with key business initiatives such as
    volunteerism, health and wellness and diversity
  • Increased morale and positive reaction to program

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Getting started
  • Is expanding your workplace giving program the
    right thing to do for your company?
  • Is the timing right?
  • What are the right charitable choices for your
    employees?

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First Steps
  • Evaluate your current program and benchmark to
    identify best practices
  • Ensure your organization has the appropriate
    resources and infrastructure to expand
  • Involve your workforce and leadership in the
    process early on ask them for feedback
  • Ensure appropriate branding mission match
  • Determine what your companys financial
    commitment can and should be

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Integration Tips
  • Gain support from your leadership and ask them
    to help communicate the change at all levels in
    your organization
  • Allow your new charity partners to help with the
    rollout employees want to connect with them
  • Develop company-branded collateral and launch
    campaign to all associates

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Branding your workplace giving program
DVD
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Bottom Line
Choice was right for our associatesif youd like
to benchmark with us or allow us to learn from
you, I want to hear from you! Contact me at
Karen.Thompson_at_wal-mart.com
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