SDG Corporate Workshop: Business benefits of employee engagement and corporate giving Presented by Amanda Goldberger
SDG Corporate Workshop Business benefits of employee engagement and corporate giving You could derive more value from your giving. Programs that demonstrate impact have the potential to: • Increase revenues by increasingly loyalty and recommendation to others • CVS Health’s revenue rose 9.7% after launching and measuring impact of its community health program • Enhance the firm’s brand and reputational value • Unilever saw a 10% increase in sales among brands that added social purpose to their approach • Increase employee engagement and reduce staff turnover rate • IBM realized a 1% rate of turnover among employees engaged in its Corporate Services Corp program versus its regular staff turnover rate of 12% 2 Source: IO Sustainability and Babson College, “Project ROI: Defining the competitive and financial advantages of corporate re spo nsibility and sustainability.” 2015 IMPACT Strategies 2017
72 % Americans value their employers’ giving habits. 72% of employed Americans trying to decide between two jobs offering the same location, job description, pay, and benefits would choose to work for the company that also supports charitable causes. 3 IMPACT Strategies 2017
SDG Corporate Workshop Illustrative Starting point for measuring corporate giving First step: Articulate your company’s corporate giving in a coherent structure with an overarching vision or goal and what giving areas or issue areas your company cares about. Vision Creating a stronger tomorrow Impact Areas Improve health and Strengthen pathways Build the local wellness for for STEM careers community vulnerable people 4 IMPACT Strategies 2017
SDG Corporate Workshop Starting point for measuring corporate giving • What is your company’s overall vision? This can be the same or different than the corporate one. Remember that giving should feel like a natural extension of the company. • What are your company’s impact areas? Vision Impact Areas Impact Area 1 Impact Area 2 Impact Area 3 5 IMPACT Strategies 2017
SDG Corporate Workshop Illustrative Starting point for measuring corporate giving Second step: Flesh out your strategy in each issue area with (1) a clear issue area goal, (2) programs or activities that will help your company realize the goal, and (3) select metrics that your company truly cares about under the goal. Issue Goal Strengthen pathways for STEM careers Approach Key Metrics Programs/Activities Increased Improved Increased interest in student persistence in STEM-specific program STEM readiness STEM education Local STEM grants and careers % % Employee engagement % Increase in youth Increase in Fellowships reporting STEM Increase in STEM interest in STEM achievement enrollment 6 IMPACT Strategies 2017
SDG Corporate Workshop Starting point for measuring corporate giving Think about one of your company’s giving areas; what is your goal in this area? What programs/activities do you do within this giving area? What results do you care about and how can you turn them into data? Issue Goal Approach Key Metrics Programs/Activities Metric 1 Metric 2 Metric 3 7 IMPACT Strategies 2017
SDG Corporate Workshop Ideas for measuring business benefits of corporate giving Measuring brand/reputation: • Survey key stakeholders regarding awareness of company’s community programs and feelings toward company • Track media impressions Measuring impact on sales and market growth: • Measure sales in one area where there is strong awareness of company’s community programs or areas where the program is implemented versus another area with low awareness or no program • Track whether there is an increase in sales in a market where a program has focused Measuring increase in license to operate: • Assess times for getting approvals or permits in one area with a strong program versus another without a program presence • Track media impressions 8 IMPACT Strategies 2017
SDG Corporate Workshop Illustrative Starting point for measuring employee engagement 1. Launch employee engagement programs that are relevant for your particular staff 2. Identify select metrics to measure Approach Key Metrics Programs/Activities Employees Employees Employee pride in donating dollars volunteering Company Skills-based volunteer time opportunities % $ % # Board match program % # Employees Increase in pride in Group volunteer days participating in working at Employees PTO for volunteering the match Company due to its volunteering and Employee match program and role in the hours dedicated … dollars raised community 9 IMPACT Strategies 2017
SDG Corporate Workshop Illustrative Starting point for measuring employee engagement What programs/activities does your company offer for employee engagement? What results do you care about and how can you turn them into data? Approach Key Metrics Programs/Activities Metric 1 Metric 2 Metric 3 10 IMPACT Strategies 2017
SDG Corporate Workshop Ideas for measuring business benefits of employee engagement Annual survey: • Include relevant questions in an annual staff survey to understand awareness of CSR efforts and how giving/employee engagement influences their satisfaction Staff interviews: • Interview incoming staff to understand how much giving/employee engagement played a role in accepting offer • Interview outgoing staff to understand how much a lack of giving/employee engagement played a role in leaving and how much new company’s giving/engagement played a role in taking their new job HR systems: • Track turnover and other HR metrics between employees who are aware of programs, who engage in programs, and those who are not aware and do not engage • Metrics: turnover %; time to fill roles; # and strength of applicants 11 IMPACT Strategies 2017
Appendix The following slides provide an illustration of potential impact metrics for a STEM program and employee engagement 12 IMPACT Strategies 2017
SDG Corporate Workshop Illustrative Starting point for measuring corporate giving (outputs) Learning Question Indicators Desired Target Data Source Frequency • $ of K-12 giving allocated to What proportion of K-12 STEM programs Internal giving is for STEM vs. non- 80% of K-12 giving is for STEM Annual • $ of K-12 giving for non-STEM database STEM programs? programs How many youth and • # youth served / expected Internal teachers are we serving 100%+ of our expectations Annual • # teachers served / expected database compared to expectations? • # of Title 1 schools served / expected • # of public school districts 100% of expectations What proportion of students served / expected Internal do we serve from populations Annual Orgs serving youth have 50%+on free / database facing high unmet needs ? • # and % of students from Title reduced lunch 1 schools in STEM programs across relevant grantees 13 IMPACT Strategies 2017
SDG Corporate Workshop Illustrative Starting point for measuring corporate giving (outcomes) Learning Question Desired Outcome Indicators Data Source Frequency To what extent are local students that participate in client- funded STEM programs… • % youth who report increased interest More interested in STEM as in learning and science 3 rd party Increased student interest in • % of youth who report increased an educational and career Bi-annual STEM education and careers evaluation path? awareness and interest in pursuing a STEM career • % of youth who report increased resilience and GRIT skills OR % of teachers or caregivers who report More equipped to succeed in Improved student readiness for 3 rd party youth demonstrating increased STEM educational and career and ability to succeed in science Bi-annual resilience and GRIT skills evaluation paths? classes • % of youth who demonstrate stronger academic achievement vs. non- participant youth • % of youth who enroll and persist in Increased persistence in STEM 3 rd party Persist in STEM majors and educational pathways and college-ready science courses vs. non- Bi-annual careers? evaluation careers participant youth 14 IMPACT Strategies 2017
SDG Corporate Workshop Illustrative Starting point for measuring employee engagement (outputs) Learning Question Indicators Desired Target Data Source Frequency To what extent are we • # of employees volunteering by increasing the number of 10% increase in volunteers and volunteers and volunteer year Internal database Annual volunteer hours annually • # of volunteer hours by year hours dedicated to local sites and programs? To what extent are volunteer • # and % of volunteers who feel mentors proud to be an their involvement in {Program} employee of client due to 100% of volunteers Employee survey Annual makes {Company} a great place their involvement in to work {Program}? How many and what • # and % of volunteers who percentage of volunteer mentors believe that they agree that their involvement in 80% of mentors Employee survey Annual increased skills and {Program} enhanced their skills knowledge due to their and knowledge involvement in {Program}? 15 IMPACT Strategies 2017
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