corporate community investment and employee giving

www.ccworks.co.uk

Corporate Community Investment and Employee Giving

Christine Jenkins CCWorks

www.ccworks.co.uk

www.ccworks.co.uk

Todays Ground Rules

tax reliefPGA’sPFO’sHMRCPayrollcontracts

No banging on about

GivingCreativityChangeEnthusiasmEngagementOpen minds

Instead

www.ccworks.co.uk

CCI Employee Engagement Programmes

Employee volunteeringEmployee fundraisingPayroll Giving Employee Giving

www.ccworks.co.uk

The Boring Bit - statistics

Lloyds Banking Group 10%HSBC 10%The Royal Bank of Scotland Group 10%Accenture* 11%Friends Provident* 11%Rolls-Royce 11%BT 11%npower 11%Barclays 12%ANZ 12%Nestlé UK 14%Perkins Engines* 18%Deloitte 20%Home Retail Group 21%J TI UK* 21%Aviva 23%CMS Cameron McKenna 24%Zurich* 25%

Highest %age take up by LBG member company

www.ccworks.co.uk

The Boring Bit - statistics

Consumer goods 0.3%Financial services 9.6%Media 2.4%Natural resources 2.1%Other Products and Services 2.3%Pharmaceutical 0.9%Professional services 6.2%Property 1.0%Regulated industries 2.3%Retail 5.1%Telecoms 6.2%International 6.1%UK 5.5%

%age take up of employee giving by sectorLBG members

www.ccworks.co.uk

Question for you

Why are Financial Institutions so Successful with

Employee Giving?

www.ccworks.co.uk

The Three Stages of Corporate Engagementin Employee Giving

www.ccworks.co.uk

How many of each?

Gatekeepers – 70%

Facilitators – 20%

Enthusiasts – 10%

www.ccworks.co.uk

Gatekeepers

Attach No Value to Employee Giving

Only offer it to staff under duress

Don’t promote to employees

Disinterested

Unengaged

Negative

www.ccworks.co.uk

Facilitators

Passive

Semi-engaged

Does not ‘get’ the benefits

May work with external agency

www.ccworks.co.uk

Facilitators

• Typically stuck around 5% - 9% take up

• Either promote Employee giving annually via external agency or passively via HR software

• Include large retailers

• Can be resistant to new ideas

www.ccworks.co.uk

Why are so many large employers stuck here?

DISCUSS

INERTIA? PFO’S?

CHARITIES’ PASSIVITY?

BAD MARKETETING/BRANDING?

LACK OF TOP LEVEL BUY-IN?

NO RESOURCES?

PGA’s?

www.ccworks.co.uk

From Gatekeeper to Enthusiasts

Disinterested

Disengaged

Negative

Involved

Keen

Positive

Focus on the benefits

www.ccworks.co.uk

What drivers can you use?

Employee giving is:

• Measurable

• An Employee Engagement Tool

• Simple, quick win-win

• Replicable and scaleable

If all else fails – use pressure from above

www.ccworks.co.uk

From Facilitator to Enthusiastics

Passive

Semi-engaged

Does not ‘get’ the benefits

May work with PFO

Passionate

Understands how Company benefits

Promotes independently

Active

GET CREATIVE

www.ccworks.co.uk

Enthusiasts

Focused

PG Targets

May promote alone

May align with other CCI programme

www.ccworks.co.uk

Enthusiast Deutsche Bank – CoY Employee Giving

Match up to £3000 per employee

CEO endorsement

Use email and embedded Vote yes button

Promote for 1 day’s pay

www.ccworks.co.uk

Deutsche Bank – Elective giving

Targeting 50% tax payers

Telephone call to targetindividuals

www.ccworks.co.uk

Deutsche Bank – why it works

Choice CoY

Targets Top level buy-in

Easy to join

www.ccworks.co.uk

Deloitte’s Prize Draw

Moral: If you’re going to have a prize draw make it a good one!

Fly 4 Charity2500 givers25% workforceMonthly flight tickets20% match40% match to CoY£700,000 annually

www.ccworks.co.uk

What’s New in Employee Giving?

Online tool

Affordable

Scalable

Flexible

Single or multi-cause

Fun

For employers, charities and individuals

www.ccworks.co.uk

What else is new?

How will large employers get involved?How will SME’s behave?Will charities engage?Will the public learn to love employee giving?What will success look like to your organisation?

www.ccworks.co.uk

Light a Spark under Employee Giving

Employee giving is just a fundraising mechanism

Forget the

barriers

Get creative

and

Light a Spark!

www.ccworks.co.uk

Questions?

christinejenkins@ccworks.co.uk0845 612 3577

www.ccworks.co.uk

www.ccworks.co.uk

10 minute workshops

2 groups

Branding employee givingprogrammes – names??

Employee giving creative incentives