From Boomers to Millennials: How to Design an Employee Giving Program that Engages All of Your People
Read the full article on Triple Pundit.
By Bryan de Lottinville
We’re approaching that time of year again, when charities start to make end-of-year fundraising asks, and employers launch what, for most, is their annual workplace giving campaign.
Before you take that dusty giving campaign playbook off the shelf, you should know that participation in conventional company-led efforts needs improvement. Between 2006 and 2012, America’s Charities reported that participation dropped from 41 percent to just 33 percent, and another 2015 report found that only 24 percent of people say they opened their wallets for workplace programs.
Many fundraising organizations note that giving levels have remained steady year over year, but their main challenge is a shrinking donor base. That means they’re trying to get more money from existing (typically older) donors, which means the demographics are not in their favor. And that “more from fewer” trend does not support one of the central goals of modern corporate giving programs: engaging employees.
So, how do corporate giving managers and community investment professionals break through the status quo and make sure their “giving season” efforts achieve their goals? Looking at real data from our Fortune 1,000 clients, we’ve noted five practices that drive measurable results in workplace giving participation and engagement...
