corporate community investment and employee giving
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Corporate Community Investment and Employee Giving. Christine Jenkins CCWorks www.ccworks.co.uk. Todays Ground Rules. No banging on about. Instead. Giving Creativity Change Enthusiasm Engagement Open minds. tax relief PGA’s PFO’s HMRC Payroll contracts. - PowerPoint PPT PresentationTRANSCRIPT
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
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CCI Employee Engagement Programmes
Employee volunteeringEmployee fundraisingPayroll Giving Employee Giving
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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
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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
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Question for you
Why are Financial Institutions so Successful with
Employee Giving?
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The Three Stages of Corporate Engagementin Employee Giving
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How many of each?
Gatekeepers – 70%
Facilitators – 20%
Enthusiasts – 10%
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Gatekeepers
Attach No Value to Employee Giving
Only offer it to staff under duress
Don’t promote to employees
Disinterested
Unengaged
Negative
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Facilitators
Passive
Semi-engaged
Does not ‘get’ the benefits
May work with external agency
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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
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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?
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From Gatekeeper to Enthusiasts
Disinterested
Disengaged
Negative
Involved
Keen
Positive
Focus on the benefits
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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
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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
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Enthusiasts
Focused
PG Targets
May promote alone
May align with other CCI programme
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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
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Deutsche Bank – Elective giving
Targeting 50% tax payers
Telephone call to targetindividuals
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Deutsche Bank – why it works
Choice CoY
Targets Top level buy-in
Easy to join
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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
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What’s New in Employee Giving?
Online tool
Affordable
Scalable
Flexible
Single or multi-cause
Fun
For employers, charities and individuals
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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?
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Light a Spark under Employee Giving
Employee giving is just a fundraising mechanism
Forget the
barriers
Get creative
and
Light a Spark!
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10 minute workshops
2 groups
Branding employee givingprogrammes – names??
Employee giving creative incentives