Launching a Successful Employee Giving and Volunteering Programme

Change is great, but let’s be honest — launching a new employee engagement programme with giving and volunteering can be just as daunting as it can be exciting. You’ve gone through a lot of steps to build the business case for launching employee giving and volunteering, evaluated and selected a software vendor and now you need to make sure the implementation is a success. Introducing new programmes for your employees needs to have a thoughtful launch strategy and communication plan to support activating employees. So, here are 5 tips that can help make implementation a success.

5 Keys to Success for Implementation

1 – Timing

As the saying goes, timing is everything. As you begin your planning and approach, take a look at the calendar and make sure you coordinate a launch date that is cohesive with your company culture. By checking the calendar you will find opportunities to fill in empty time frames with something exciting or to piggyback off of other events for increased success with participation. Consider the career stage, and/or age demographic of your workforce to promote opportunities at a time where they can get involved.

Timing for launching volunteering:

Do you have a workforce full of parents and guardians? Volunteer programmes at your company might see a higher participation rate if launched in the summer when your employees are spending less time juggling work, school functions, sporting activities you name it. Consider giving your employees time within their work day to volunteer at the start of your programme vs asking them to spend time away from their families to volunteer. Alternatively you could work with your nonprofit partner to plan a kickoff volunteer event that is family friendly and gives your employees to bring their families along in supporting their community.

Timing for Launching Giving

Multi-year trends in monthly giving patterns continue to show October, November and December representing 37% of total charitable contributions from the Blackbaud Charitable Giving Report. According to report, December remains the largest month as a percentage of giving and June driving the next highest due to end-of-year fiscal fundraising campaigns? How can these giving patterns in the charitable sector inform your employee giving launch strategy? Donors are more likely to be compelled to give during the holidays or around a time of year that is promoting a cause they care about. We have a lot of educational content on building programmes that align to Moments that Matter in support for causes like Giving Tuesday, Earth Day etc., when there is already a buzz from the philanthropic community for these events.

2 – The Build Up Approach

This is all about communication. Make sure you have a plan to over-communicate your programme through a series of emails, marketing materials, and word-of-mouth communication. It is key to make sure that you never put your employees in a position where they can say, ‘I didn’t know’. We recommend that you pick a series of dates in the weeks leading up to launch and announce your programme with different voices. Different voices inspire different people so this is the perfect time to have your Executives and Programme Champions spread the word.

3 – Team Work

Think about the things you will need to implement your plan: marketing, training, communications, and make sure any needs lead you to recruit a cross-functional team. Are you a team of one? Recruit Programme Champions that bring the necessary talents to your group, and lean on them to support your programme in the field. No matter what size your team is, your collaboration efforts will determine your programme’s success; so plan thoughtful meetings (and plenty of them) to ensure that everyone is on the same page.

4 – Engage

If you want to make your programme have lasting value, think of clear ways to involve your employees so that your programme compels them to participate. Here are some ideas for successful engagement:

• Clearly define your programme objectives, target audience, and message so that you understand which employees to engage.

• Seek out employees that already embody the mission of your programme and use their stories in your marketing collateral.

• Launch an internal social media campaign and make participation in the launch go viral.

• Attach meaning to their participation. Communicate how their participation will impact the company, the non-profit organisation, or even your community as a whole.

• Create easy ways for your employees to seek help. Consider precise how-to guides that are easy to access, and make sure employees know where to go to get help.

5 – Incentivise

If you have clearly communicated the impact of your programme but feel you need a little bit of a boost, it could be helpful to promote incentives for participation. Consider tangible incentives when you are planning your programme budget, and do some research to find out what your employees see as valuable. For example:

• Is your company like a family? Think about the energy you could get if you coordinated a live-stream launch party lead by your CEO.

• Offer our Cause Card Incentives to the first 100 visitors to the programme on launch day.

• Hold raffles for the hottest tech toys to those who participate during a specific time frame.

• Provide ‘Happy Hour’ treats or drinks at the end of each week to employees that have participated during that particular week.