Comment by Francesca Hicks. From the April/May 2010 edition of Corporate Citizenship Briefing, Issue 111.
Volunteering: the Business Case
The research report mentioned in this section, commissioned by the City of London and produced by Corporate Citizenship is a hugely significant piece of work. A naturally honest streak forces me to confess that I might be biased, because I worked on it. However, that close involvement enables me to state two points with the utmost certainty.
Firstly, this report really does break new ground in terms of research which establishes the ‘hard’ business benefits of corporate community investment. There really hasn’t been enough work carried out in this area, and that which does exist is now rather out-of-date. The City of London has facilitated a report which fills a considerable gap in our collective knowledge.
The second key point is that this research really did resonate with the participant companies, and will resonate with businesses across all sectors. We required significant input from the sixteen financial and professional service companies which took part. They surveyed volunteers, both new and established, they talked to HR and CSR departments, and they quizzed line managers in order to establish if volunteering really did develop relevant skills and competencies in a cost effective way.
We believe that the research findings are the strongest articulation yet of the business case for supporting employee volunteering. In addition, the research gave rise to some very practical tools which are freely available, and which will enable companies to gather hard data on competency development achieved through volunteering opportunities.
Armed with this report, you will be able to make a strong and robust argument for volunteering; whether your target audience be potential volunteers, HR departments, financial directors or the Board. Go out and use it.
Francesca is a senior researcher at Corporate Citizenship and acting editor of Corporate Citizenship Briefing. Email her at Francesca.hicks@corporate-citizenship.com to discuss community investment, LBG, stakeholder engagement and CCB.
Report points to financial benefits for business in corporate volunteering
The City of London Corporation has released a report detailing the skills and competencies developed by employees involved in corporate volunteering schemes as well as the financial value accrued by businesses running such schemes. Commissioned by the City of London Corporation and produced by Corporate Citizenship, the report – ‘Volunteering: the Business Case’ – tracks the learning and development of 546 employees from 16 major City firms volunteering in schools and colleges across the UK. The report found that the majority of respondents felt they had developed skills and competencies across a broad range of business relevant areas as a direct result of their voluntary work. This evidence was corroborated by the overwhelming majority of line managers who confirmed that staff who volunteered had acquired useful skills from their experiences. Most importantly, however, the report found that developing skills through volunteering is more cost effective that traditional training programmes.
The Coca-Cola Company has announced the creation of the Haiti Hope Project, bringing together a coalition of business, government and civil society partners to create opportunity for 25,000 Haitian mango farmers and their families by supporting the development of a sustainable mango juice industry in the country. This five-year project, currently estimated at $7.5 million seeks to double the income of these farmers and to raise their standard of living, while contributing to the long-term development and revitalization of Haiti. Coca-Cola’s $3.5 million investment in the partnership will be joined by contributions from the Inter-American Development Bank (IDB). TechnoServe, a nonprofit dedicated to creating income, opportunity and economic growth in the developing world through entrepreneurship, will implement the project in Haiti in partnership with local organizations and the government.
P&G partners with National Geographic and Earth Day Network
On 13 April, to support the launch of Procter & Gamble Future Friendly and its conservation education platform, the brand announced two separate, signature partnerships with leading organizations in the environmental landscape – National Geographic and Earth Day Network. By supporting interactive conservation tools through National Geographic and awareness-raising activities through Earth Day Network, Future Friendly will help educate and motivate mainstream consumers to make simple household changes that help save water, save energy and reduce waste. Additionally, these efforts will help P&G fulfil its 2009 Clinton Global Initiative commitment to provide conservation education to at least 50 million US households by the end of 2010. One of the central components of the programme is to collaborate with external partners and experts to develop innovative ways to reach consumers with a conservation message.
Ernst & Young professionals volunteer for Earthwatch Institute research expeditions
In mid April, Ernst & Young announced a new volunteer programme in coordination with the Earthwatch Institute. Sixteen employees from across the Americas will help coffee farmers in Costa Rica improve environmentally sustainable farming practices. In two one-week expeditions, the teams will conduct field studies, collect samples and help researchers analyze coffee crop data. During the expeditions, volunteers will collect data alongside Earthwatch scientists to help a farmer cooperative, comprised of 2400 farms, better understand how conservation practices may bolster coffee crop yields and biological diversity. Additionally, the volunteers will use their professional skills to help the cooperatives explore new business procedures, such as differential pricing and cost analysis. The expeditions complement Ernst & Young’s global commitment to environmental issues and skills-based volunteering.
Workplace Volunteerism a Means for Long-term Social Change
According to the 2010 Deloitte Volunteer IMPACT Survey released in May, more than eight in ten American companies believe that volunteerism can help nonprofits accomplish long-term social goals, and are increasingly offering skills-based volunteer opportunities to employees. Corporate managers report that the top priorities when determining workplace volunteer activities include the potential to alleviate a social issue, help the nonprofit function more effectively and serve more clients. Conversely, while volunteerism is often widely cited for its benefits related to employee recruitment and retention, criteria related to business interests ranked lower. Nearly 70% of companies polled offer paid time off for volunteer activities but, while companies have high expectations of results, many managers are failing to consistently communicate goals and expectations to nonprofit partners in advance of committing employee volunteer time.
Sainsbury’s becomes official sponsor of London 2012 Paralympic Games
At the start of May, The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) appointed Sainsbury’s as its first ever Paralympic-only sponsor, becoming a Tier One Partner of the London 2012 Paralympic Games. This commitment is the largest sponsorship ever of a Paralympic Games. Sainsbury’s will work with LOCOG between now and 2012 to deliver a sporting showcase for the world’s greatest Paralympic athletes and will utilise its network of over 850 stores to help promote the Games in the run up to 2012. As part of its commitment, Sainsbury’s will run a media campaign in 2012 to support the Paralympic Games and its colleagues will have the opportunity to be seconded to LOCOG. Sainsbury’s will also work with LOCOG’s education team to develop opportunities related to its Active Kids programme as part of LOCOG’s Education scheme, ‘Get Set’.
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