The CSR Scene: From Checkbook Philanthropy to Authentic Engagement
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This stimulating session offered a perspective on how corporate community involvement has evolved over the past 20 years. We explored the key trends in philanthropy and corporate social responsibility (CSR), examined the challenges companies and nonprofits face in working together to achieve authentic engagement, and took a peek at what may be coming down the line. The “CSR Scene” is a constantly evolving field of work, with many moving parts. Participants engaged in conversation about this dynamically changing environment and the obstacles as well as opportunities it presents.
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The CSR Scene: From Checkbook Philanthropy to Authentic Engagement
- 2. #VMSummit16 Sarah E. Hayes and Lynne D. Filderman 2 The CSR Scene: From Checkbook Philanthropy to Authentic Engagement
- 3. #VMSummit16 Consultant Director Sales and Business Development VolunteerMatch 3 Sarah E. Hayes
- 4. #VMSummit16 The Way We Were Corporate Check Writing (especially with publicity!) Executive-Led Not Related to Volunteering United Way Traditional Workplace Giving Campaigns 4
- 5. #VMSummit16 Corporate Volunteering Enters the Scene CV defined as a “field” more than 30 years ago! The Points of Light Foundation was established in 1989 Many companies began their official foray into CV with a big ‘Day of Service’ The Triple Bottom Line emerged Changing nature of the Workforce NGO/Business relationships began changing Companies from Mars – Nonprofits from Venus 5
- 6. #VMSummit16 6 The Way We are Now
- 7. #VMSummit16 Moving to a Broader View Balance Between Skills Based Volunteering (SBV) and Traditional Volunteering – Plus Virtual Volunteering Dollars for Doers, Matching Gifts, Days/Weeks/Months of Service Still Thrive Skill Building and Professional Development – Human Resources Involvement Social Entrepreneurship 7 CV, CSR and Philanthropy Embedded in the Business
- 8. #VMSummit16 The Wide Blue World Cross-Border Programs – Popular and Trending but Expensive Global Much More Important but Still Challenging The United Nations Sustainable Development Goals (SDGs) and Impact 2030 Richer NGO/Business Partnerships 8 Back to the Future Technology and Social Media Emerge as Factors Key is Communicating To and Reaching Boomers, GenXers and the Illusive Millennials Still Very Little Institutional Knowledge Passed On Moving to a Broader View continued
- 9. #VMSummit16 Strategic Partnerships and Social Innovation Senior Consultant @Filderthropic 9 Lynne D. Filderman
- 10. #VMSummit16 10 Community Relations Checkbook Philanthropy, Paper Pledges & United Way Campaigns Corporate & Strategic Philanthropy Signature Programs, Branded Campaigns, Charity Choice Corporate Citizenship Technology Platforms, Choice, Volunteerism Fully Integrated Employee Engagement & Corporate Social Responsibility 30 Years in One Slide…
- 12. #VMSummit16 Snapshot 2013 – Trends and Strategies to Engage Employees in Greater Giving “Snapshot 2013 reveals the most dramatic shift we’ve seen in workplace giving”
- 13. #VMSummit16 “Employers understand this changing environment and are realigning in ways that integrate corporate goals, employee expectations, and opportunities to grow giving.” Snapshot 2013 – Top Components of Future Campaigns
- 14. #VMSummit16 14 Snapshot 2014 – Rising Tide of Expectations Corporate Giving, Employee Engagement and Impact
- 15. #VMSummit16 Snapshot 2014 – Corporate-Nonprofit Partnerships Building strong corporate partnerships & WPG strategies Sustaining those corporate relationships Responding to increased # requests to field teams of employee-volunteers Key Challenges to Sustain Corporate Relationships Challenge #1 80% Challenge #2 90% Challenge #3 50%
- 16. #VMSummit16 16 Snapshot 2015 – The New Corporate DNA: Where Employee Engagement and Social Impact Converge
- 17. #VMSummit16 17 Prefer deeper partnerships with a smaller number of nonprofits Expect greater accountability for partners to demonstrate impact Seeking more opportunities for employees to engage with nonprofits in meaningful ways Expectation #1 73% Expectation #2 69% Expectation #3 67% Snapshot 2015 – Corporate Expectations of Nonprofit Partners
- 18. #VMSummit16 18 Snapshot 2013 v. 2015 Top 5 Components of Employee Engagement Programs Snapshot 2013 Snapshot 2015 Year-round volunteering Giving and volunteering central to engagement Connect employees to corporate signature programs Year-round giving Connect employees to causes they care about 1 2 3 4 5
- 19. #VMSummit16 Sarah E. Hayes and Lynne D. Filderman 19 The CSR Scene: From Checkbook Philanthropy to Authentic Engagement
- 20. #VMSummit16 What are the biggest changes you have had to adapt to over the past 3-5 years? 20 Pop Up: Question 1 The CSR Scene: From Checkbook Philanthropy to Authentic Engagement
- 21. #VMSummit16 Given all the changes we’ve described, what 2 or 3 opportunities do you see that will make it possible to strengthen your partnerships or move your programs to next level? 21 The CSR Scene: From Checkbook Philanthropy to Authentic Engagement Pop Up: Question 2
- 22. #VMSummit16 Key Points Corporate–Nonprofit Partnerships are no longer based on checkbook philanthropy but on full engagement. To be sustainable, they require an investment of time. Volunteerism is THE on-ramp to full engagement. Volunteer engagement MUST be beneficial to the company, nonprofit and employee. There are many roads to go to Chicago…The point is we all want to get to Chi-Town and make an impact! 22
- 23. #VMSummit16 THANK YOU! 23 The CSR Scene: From Checkbook Philanthropy to Authentic Engagement Sarah E. Hayes Lynne D. Filderman SHayes@VolunteerMatch.org Filderman_Lynne@mail.com @Filderthropic
Editor's Notes
- Worker Volunteering: A new resource for the 1980’s (AMA Management Briefing) (1980) A New Competitive Edge: Volunteers from the Workplace (1986) Entire industries have grown up within this field. Measurement and Evaluation Holy Grail of Impact SBV
- Worker Volunteering: A new resource for the 1980’s (AMA Management Briefing) (1980) A New Competitive Edge: Volunteers from the Workplace (1986) Entire industries have grown up within this field. Measurement and Evaluation Holy Grail of Impact SBV
- Worker Volunteering: A new resource for the 1980’s (AMA Management Briefing) (1980) A New Competitive Edge: Volunteers from the Workplace (1986) Entire industries have grown up within this field. Measurement and Evaluation Holy Grail of Impact SBV
- CR (2000) United Way campaigns Doing good in community Paper pledges 30% feature charities in addition to United Way < 25% brand their campaign < 20% match payroll contributions < 10% conduct an electronic campaign Corp Philanthropy and Strategic Philanthropy Enlightened Self Interest Develop corporate signature programs Focus on corporate reasons United Way campaigns + more Employees begin to catalyze volunteering Online giving enters workplace 2006 65% feature charities in addition to United Way 60% brand their campaign 40% match payroll contributions 60% conduct an electronic campaign Internet taking hold; democratization of charitable information Corporate Citizenship Focus on being good citizens, good place to work and support communities where employees live and work Fully Integrated EE and CSR 2013 93% feature charities in addition to United Way 70% brand their campaign 63% match payroll contributions 80% conduct an electronic campaign 30% incorporating social media tools into the giving program 2015 77% say engagement is an important recruitment and retention tool 92% offer volunteer opportunities 62% offer release time 86% offer year round giving 70% match payroll contributions 60% are using social media tools in the giving and volunteer programs 69% expect greater accountability from nonprofit partners
- DEMOGRAPHICS Snapshot 2013 100 respondents 2 million employees $230 million contributed through workplace giving Snapshot 2014 240 respondents 20 different types of charities 72% have revenue under $3 million Snapshot 2015 120 unique companies responded to the survey. 600,000 employees and 17 unique industry groups including Finance, Manufacturing, Information Technology, Healthcare, Energy, and Marketing. Geographically dispersed. 50% large companies more than 5,000 employees 50% small-to-midsize companies with than 5,000 employees. About America’s Charities Snapshot Series: The Snapshot series is original research designed to capture the issues and trends that are foremost on the minds of employers and their employees related to corporate workplace philanthropy. Snapshot 2103: Trends and Strategies to Engage Employees in Greater Giving focused on corporations and their views on employee engagement. The report examined the transformation from workplace giving to employee engagement, corporate expectations of future programs, and insights into trends and best practices in employee giving programs. Snapshot 2013 was released at an April 2013 special event at the Washington Post Conference Center in Washington, D.C. Snapshot 2014: Rising Tide of Expectations – Corporate Giving, Employee Engagement and Impact looked at employee engagement and impact through the lens of nonpro t organizations. The report explored key trends shaping corporate-nonpro t partnerships and future challenges and opportunities for charities to maximize engagement. Snapshot 2014 was released in April 2014 at the National Press Club in Washington, D.C.
- Snapshot 2013 was one of the first studies to look at the changing role of “workplace giving” as technology has taken hold. It looked at trends and strategies to engage employees in greater giving and revealed the most dramatic shift in employee giving over the past decade. It suggested that an evolving workforce and the digital age have prompted a new model of workplace giving. One that more fully engages employees and maximizes the impact of the giving experience. Companies & Organizations Are Committed Companies and organizations continue to recognize the benefits of a strong employee giving program with branded initiatives that offer choice and increase engagement. New Engagement Strategies Employers are creating new giving models to involve and engage employees, particularly younger employees. Technology & Digital Culture Technology and digital culture are transforming the employee giving experience. Paradigm Shift at Hand A paradigm shift is taking place— a new model is emerging that empowers employees to participate in the giving experience inside and outside the walls of the workplace.
- We will come back to the top 5 of these in a few minutes.
- After the release of Snapshot 2013, America’s Charities wanted to engage in a dialogue with charities, another key stakeholder in the workplace giving equation, to see how they were changing to adapt to the transformation of employee engagement and digital culture. To our knowledge this is the first time, charities have been asked to provide their perspective on workplace giving and corporate partnerships. At the same time, the Overhead Myth campaign was launched by BBB Wise Giving Alliance, Charity Navigator and GuideStar to create a dialogue around the question if the percentage of money spend on administrative and fundraising costs is a true reflection of a charity’s effectiveness. America’s Charities wanted to contribute to this discussion and to explore how charities are facing the new and changing expectations around accountability, transparency and impact. 1 Charities Face a Rising Tide of Expectations from Corporate and Employee Donors There is a growing expectation held by companies and employees that charitable organizations must demonstrate greater accountability, transparency, and impact with measurable results. 2 Digital Culture and a Networked World Are Transforming the Way Charitable Organizations Operate As in the corporate world and society at large, technology, digital culture and interconnectedness are transforming how nonprofit organizations interact and engage with companies, employees and other stakeholders. 3 Engagement is the New Standard Workplace giving is changing to embrace the broader aspects of employee engagement and provide greater opportunities for employees to learn about, interact, and connect with charities. Nonprofit organizations are responding to this shift by changing the way they operate to better address the new expectations of corporate, institutional and individual donors. 4 Developing and Maintaining Corporate Partnerships is Challenging for Nonprofit Organizations Nonprofit organizations recognize the value and importance of engaging in strong partnerships with their corporate and institutional donors but indicate they face significant challenges in sustaining and capitalizing on these relationships.
- Half of all nonprofit respondents say they have strong relationships with their corporate and institutional partners 80% said difficult building strong corporate relationships and WPG strategies with limited staff and resources. 90% of respondents face significant challenges in sustaining these relationships. 50% said they saw an increase in requests from companies to field teams of volunteers. One respondent said they didn’t need the help but didn’t want to say NO because were hoping for a financial contribution. Went on to say and say it in ALL CAPS “WHICH IS WHY THE HOMELESS SHELTER WAS PAINTED 7 TIMES LAST YEAR”
- Snapshot 2015's Top 6 Trends GETTING INVOLVED IS AN ON-RAMP TO FULL ENGAGEMENT. Volunteerism is now the core around which companies are building employee engagement strategies and programs. Not only does it serve as a catalyzing force within companies but it is an on-ramp to full employee engagement and deepening partnerships with nonprofit organizations. 1 IF IT’S NOT AUTHENTIC, THEY WILL KNOW. Employee engagement has become a key ingredient in employee recruitment and retention strategies and it MUST be authentic. Anything else is considered superficial and inauthentic. 2 LEADERSHIP MUST BE INVOLVED. Leadership MUST be involved in efforts to engage employees. Employee engagement and workplace giving programs MUST be woven into the fabric of a corporation’s identity. 3 MILLENNIALS ARE HERE AND THEY ARE COMPANY INFLUENCERS. No other generation has entered the workforce with such high expectations of their employers. The barriers that separated life inside and outside the walls of the workplace have come tumbling down. 4 LARGE COMPANIES MOVE OVER AND MAKE ROOM FOR SMALL-TO-MIDSIZE COMPANIES. Engagement isn’t for just large companies. Small-to-mid-size companies now feel increased expectations to be more strategic in their philanthropy and empower their employees to give time, talent and money. 5 ALIGNMENT OF CORPORATE GOALS, EMPLOYEE INTERESTS AND NONPROFIT NEEDS IS ESSENTIAL. Companies can drive greater engagement but they need to align strategically to match corpoate and employee interests with the genuine needs of nonprofit organizations. 6 ALIGNMENT OF CORPORATE GOALS, EMPLOYEE INTERESTS AND NONPROFIT NEEDS IS ESSENTIAL. Companies can drive greater engagement but they need to align strategically to match corporate and employee interests with the genuine needs of nonprofit organizations. Employee engagement MUST be embedded into corporate DNA. If leadership isn’t authentic, employees will know. Volunteerism has become the central core of engagement programs. Engagement opportunities are expanding to support corporate & personal causes. Sustainable corporate-nonprofit partnerships are based on mutual benefit. Small and mid-size companies can leverage the experience and best practices of large companies.
- Top 5 components of employee engagement programs. This shows how rapidly the world is changing and how volunteerism has emerged as the core component around which corporate employee engagement programs are being built. Of note #5 – This is what VM is all about.
- After 5 minutes, each group report back on 1 opportunity.