The idea of corporate giving is by no means new. Corporations have felt the need to give back since the inception of business as we know it. But the face of corporate giving is changing along with new media and technologies. Consumers no longer expect, or appreciate, brand to consumer communication, but rather they prefer a two-way communication process. Simply broadcasting your corporate giving on a brand level can come off as uninteresting or inauthentic. Affording your employees opportunities to participate in your brand's corporate giving brings the story to life for your organization and your consumers. Participation also helps foster engagement between individual employees and your organization as a whole.
In late November I had the pleasure of attending the annual corporate sponsorship summit for one of our clients, Children's Hospitals and Clinics of Minnesota. It was inspiring to see what corporate sponsors are helping their organization achieve, and the positive effects that giving has on their corporate sponsors. It got me thinking about how our work with nonprofits has changed the Ciceron workplace and culture for the better.
Working with Children's has been truly incredible. Not only do they provide us the opportunity to enhance their digital experiences through the work we do on a day-to-day basis, but we also get to give back directly to the kids through our corporate sponsorship activities. My fellow Cicerones and I love working with Children's, and as a result, we're always asking what more we can do to help. The hands-on approach we're encouraged to take only builds the passion we feel toward Ciceron and toward Children's. It is safe to say that our work with them has improved our company culture. A big part of that is the ability to individually contribute to Ciceron's relationship with Children's.
This is not uncommon. But not every corporation gets to be as hands on in their work with a non-profit organization. Giving your employees the opportunity to get involved at any capacity will help your employees take ownership of that aspect of your brand. It can also help improve your employee's individual relationship with your organization. And those improved relationships can increase employee satisfaction, retention, and engagement. We all know how powerful those aspects are on your bottom line.
We've said it before, employees have the power to be your number one advocates. They are on the front lines, have the closest relationship with your organization and your customers, and can tell your brand's story better than anyone else. By creating the opportunity for your employees to give back, you are adding an even more engaging and ultimately human element to your story. Those are the kinds of stories that touch the hearts and minds of your customers.
One of the common themes at the Children's summit was that it wasn't enough, in the eyes of the participating companies, to just hand over a big check and think that was 'giving back'. While financial donations do allow non-profit organizations to continue their work, an organization can't truly understand the impact of their contributions without a more hands on approach. It was so much more successful and fulfilling for all interested parties when the employees were involved in making a difference.
Of course, this may mean a little more planning up front. That kind of preparation can leave anyone wondering where to start. To help, I will share just a few of the examples I heard from the corporate sponsors of Children's.
Walgreens - Not only does Walgreens provide funds to Children's that allow them to open new rooms in the hospitals, but every week they send employees to both campuses to put on ice cream socials for the kids and their families. Every employee that has gotten the opportunity to do this has said it was one of their most rewarding days as a Walgreens employee.
Affinity Plus Credit Union - This organization offers Children's patients and their families access to free use of their ATM machines in addition to sponsoring new patient rooms. If that wasn't enough to make their employees proud, they also allow their employees and members to donate the points they earn from their Participation Rewards Program to Children's.
Marsh & McLennan Agency - This company holds a Charity Challenge each year. They involve their partners and their employees to raise money for Children's and other organizations. The employees are involved in the charity selection to ensure they are working for a cause they all believe in. Their employees band together and find unique ways to raise money to pledge on their behalf. Marsh & McLennan Agency said this challenge is something all of their employees take pride in, and sets them apart when attracting new employees.
As you can see, it isn't just corporations that benefit from giving back to the community. After all, the real world isn't broken down by companies, it's comprised of people. Real people, who reap real benefits from corporate giving on either side of the equation. Allowing the people behind the brand - your employees - to have an opportunity to step out from behind the curtain and contribute something meaningful on behalf of your organization is just one way to engage them in your organization's mission.
The purpose of employee brand advocacy, ultimately, is to show the humanity of your brand. In order to achieve that, actual humans need to be involved. What does your organization do to get your employees involved in corporate giving? Do you see the positive effect it has on their productivity and affiliation to your brand? This type of involvement is definitely more than just picking up your checkbook, but it results in so much more of a benefit for everyone involved. Isn't that the point of corporate giving in the first place?