Latest Trends in Workplace Giving

blog_corp_npo_title_image_workplace_giving_trends

America’s Charities recently released Snapshot 2015 – The New Corporate DNA: Where Employee Engagement and Social Impact Converge. The third in a series, this year’s report includes insights, trends and best practices for workplace philanthropy and employee engagement.

Findings were collected from an online survey of executives from 120 companies in the third quarter of 2015. Their responses represent more than 600,000 employees and 17 unique industry groups, geographically dispersed, and equally distributed between large companies (more than 5,000 employees) and small to midsize companies (5,000 and fewer employees).

Snapshot 2015 makes the case:  It’s not enough to say giving of time, money and skills is important. Leaders must be involved in employee engagement, authentically, and it must be embedded in a company’s DNA—part of its culture, values and actions.

transform roles

One of the most prominent trends, according to Steve Delfin, President and CEO of America’s Charities, is the changing expectations around social impact:

  • Companies want more evidence their charity resources help with strategic social responsibility goals.
  • Employees want more transparency, accountability and proof their donations are helping make a social impact.

Millennials care about social impact—and companies are expected to do more to engage their employees and support causes they care about. Their CSR efforts create a valuable competitive business edge for recruiting and retaining talent.  And 92% of Snapshot 2015 respondents (from small to large companies) believe customers expect them to be good corporate citizens too. So companies need to step up with more sophisticated and responsive engagement programs.

What a difference two years makes

snapshot2015

Click to download PDF

When it comes to workplace giving, for many years, a payroll deduction program was the most common way to engage employees. Those programs have grown steadily. But now they’re only part of the picture.

According to Snapshot 2015, giving programs have changed quite a bit in the past two years. Today, almost two thirds of small, medium and large companies offer employees year-round giving opportunities; this is becoming the standard. Compare that with 2013, when just over one third of companies were moving beyond fall campaigns to year-round giving. Differences by size of company:

  • 85% of large companies offer year-round giving, and 70% have matching campaigns.
  • 44% of small to midsize companies offer year-round giving, and 28% have matching campaigns.

Survey respondent and Director of Corporate Responsibility for PwC US, Heather Lofkin Wright commented, “Giving at the office is about the change we can affect when we work together. . . meaningful ways to be a part of that collective impact.”

platformsYear-round volunteering has emerged as a core part of employee engagement programs. Something that was just coming into the picture in Snapshot 2013, volunteer opportunities are now offered by 92% of large companies and 60% of small to midsize ones.

For all the best practices in workplace giving and to read the latest findings, download the complete Snapshot 2015. And take a look at other reports in the Snapshot series.

Contact us if you’re ready to improve your company giving program or looking for ways to better engage your employees.

– Andrea Lloyd
Director of Programs

P.S. To keep up on the latest philanthropy insights, subscribe to our Blog and follow JustGive on LinkedIn.

 

Nonprofits: M+R Benchmarks Study

blog_corp_npo_title_image_mRbenchmarks

M+R Strategic Services, founded in 1991, helped nonprofit clients raise $159 million last year. Through their work in 2014, M+R reached 33 million people, mobilizing supporters, and moving the media, the public, and decision-makers.

Each year, the consulting firm conducts a nonprofit study to identify industry standards for online fundraising, advocacy, and list building. The 2015 M+R Benchmarks Study, conducted in partnership with the Nonprofit Technology Network (NTEN), analyzed the social media practices, website giving, and email fundraising practices of a diverse mix of 84 nonprofits.

Information from participating nonprofits—located in the United States, Canada, Australia, and South Africa—was examined in eight categories:  environmental, health, international, rights, wildlife and animal welfare, domestic hunger and poverty, cultural, and miscellaneous. This year, data from cultural organizations (museums, libraries, history groups) was included for the first time.

A look at the stats below and a deeper dive into the complete study will answer the question for your organization: Are we “normal”?

Overall giving trends

Online giving to organizations in the study increased 13% from 2013 to 2014. This is attributed to a higher number of gifts, not larger gifts.  Actually, the average size gift fell by 2% to $82. change in online revenue

Monthly giving grew at a much faster rate than one-time giving, with revenue increasing 32%. Monthly giving as a part of total online revenue grew for nearly all sectors, and the average size gift was $22. By comparison, one time revenue saw 9% growth over 2013. (If you don’t yet have a monthly giving program, JustGive’s downloadable Give Monthly button or link can help you start collecting donations.)

More to the story

Here are some 2014 key benchmarks analyzed by the channels we use for giving. Results vary by sector, so you’ll want to check out details in the complete study that best relate to your organization.

Website Engagement

For every 1,000 website visitors, nonprofits in the study raised $612 – and one visitor was worth 61 cents.

  • On average, 7.6 of every 1,000 visitors became donors. This is a slight drop from last year.
  • Monthly visitors grew by 11% over 2013.
  • 13% of visitors to a main donation page completed a gift.

Emails

Emails continue to be a key communication channel for nonprofits. While email lists grew by 11% in 2014, they have been growing at a slower pace the past few years. On average, 22 emails were sent per subscriber per year. And 22% of online revenue is coming from emails—a growing piece of the overall giving pie for nonprofits. email list growth

Every 1,000 fundraising message delivered raised $40. This differs significantly for nonprofits with small, medium and large lists, and you’ll want to use the tool M+R provides to calculate your specific results. (Organizations with email lists of under 100,000 raised the most, generating $124.12.) Every 1,000 advocacy message delivered generated 29 actions. Here are the open and response rates for each type of email: table

Social Media

Facebook audiences grew by 42% and Twitter audiences grew by 37% in 2014.

  • For every 1,000 email subscribers, participants had 285 Facebook fans and 112 Twitter followers.
  • Post frequency: organizations averaged 5.4 tweets and 1.1 Facebook posts per day.

Summing it up

These benchmarks give you good baseline numbers, and an idea of how your organization stacks up. Taking a closer look at your own benchmarks and what they mean best guides what you need to do.

M R-Benchmarks-2015

Click here to view larger

For more on the participating nonprofits, the specifics behind the stats, and to use the M+R tool to calculate your own benchmarks, download the full study.

How are your experiences different? And how are they like others?  Most importantly: What can you learn from nonprofits who are having success in ways that matter most to you?

– Andrea Lloyd
Director of Programs

Corporate Giving: Latest Trends

Image Source: Flickr

Image Source: Flickr

The CECP Giving in Numbers: 2014 Edition looked at what’s happened in corporate philanthropy and employee engagement programs since the end of the Great Recession in 2009. The report, created in association with The Conference Board, analyzed trends and giving behaviors (from 2010 through 2013) for 261 of the world’s leading companies.

Key finding: 66% of companies increased giving as a percentage of revenue, demonstrating that engagement is widely considered sound business strategy.

10 Takeaways

Ten valuable stats from the report to see how your company measures up:

Click to view full size

Click to view full size

  1. Corporate giving increased for 64% of companies post-recession – with more than a third of companies increasing contributions by 25% or more (This reflects overall increased confidence in the U.S. economy by consumers and CEOs)
  2. Giving and business performance increased together: profits increased for 59% of companies that gave 10% or more since 2010
  3. 86% of companies match employee contributions to qualifying nonprofit organizations
  4. Three primary cause areas dominate company giving:
    • Education @ 28%, including K-12 and Higher education
    • Health & Social Services @ 27%
    • Community & Economic Development @ 14%
  5. Corporate giving to Community and Economic Development initiatives grew the most of any cause area (by 34%)
  6. A majority of companies (76%) measured social outcomes and impacts in 2013, showing corporate funders want to know the value created by giving
  7. While 79% of companies operate a corporate foundation, there’s a shift afoot, and recent cash contribution growth have come predominantly from Corporate Community Affairs budgets
  8. From 2012 t0 2013, in kind gifts (product donations and pro bono services) drove the largest increases (10%+) in total giving
  9. The median total giving per employee for all companies was $644
  10. Fortune 100 companies are starting to better align their giving focus with their business strategy and transitioning away from partnership that don’t match up

And, in this National Volunteer Week, it’s worth mentioning that giving professionals who

Image Source: Flickr

Image Source: Flickr

attended the CECP Summit last May ranked Volunteer time off as the most effective motivational tool for increasing employee satisfaction.

How does your company’s giving match up to these findings? Do any of these trends surprise you? Leave us a comment below with any thoughts you have.

Don’t hesitate to contact us if you’d like to explore new ideas or discuss your giving programs.

For more Giving in Numbers details, download the 54-page report.

– Andrea Lloyd

Director of Programs

To keep up on the latest trends and news in company philanthropy, subscribe to our newsletter.