America's Charities Consolidated Annual Report - page 17

15
and company marketing is one big trend. But as the
‘Snapshot’ report shows, so is opening up what we
used to think of as simply “employee giving.” To quote
the 2013 report: “A paradigm shift is taking place — a
new model is emerging that empowers employees to
participate in the giving experience inside and outside
the walls of the workplace.”
“Companies are discovering that if
they want a vibrant, empowered
workforce then they need to provide a
vibrant, empowered employee giving
experience.”
This isn’t necessarily by choice. Indeed, as someone
who has spoken to corporate involvement audiences
a lot in the past five years, I can fairly observe that the
element of fear was always at hand – fear of the loss
of control of the corporate message and strategy, of
letting employees throw the company off kilter. Of
course, this hasn’t happened. And indeed, companies
are discovering that if they want a vibrant, empowered
workforce then they need to provide a vibrant,
empowered employee giving experience – and it needs
to be as open and transparent as possible.
“I gave at the office” used to be the classic stiff arm
rebuke to a request for a charitable donation. Digital
networks changed this, as employees began to look
elsewhere – simply because they could, and friends and
family asked them to.
As I noted at the Fairfax panel, I think we’re at
something of an inflection point. We know about the
power of Facebook and Twitter, and mobile, text, and
video – but we don’t necessarily know what’s next.
And from what I took from our conversation last week,
companies interested at least in part in their social
bottom line pretty much get the tactics by now – they’re
looking at strategy instead, and that’s a good thing.
Tom Watson is the President of
a consulting firm working with
nonprofits, companies and foundations to support the
causes that are changing our world.
1...,7,8,9,10,11,12,13,14,15,16 18,19,20,21,22,23,24,25,26,27,...36
Powered by FlippingBook