What is the “Killer Cause” for Workplace Giving Programs?

A lot of times companies ask us: what is the “killer cause” that will make my workplace giving program (or cause marketing campaign) sing? And we think we know the answer. It’s not some magical charity that cuts across every demographic; it’s much simpler than that. The killer cause is the charity or charities (small or large, local or national) that matters most to the relevant individual – in this case the cause or causes that matters to each employee.

Since greater employee participation is a key goal of workplace giving programs, when you bring in the macro trend that employees have greater expectations of companies and that they expect their employers to help them give back to causes that are important to them, expanded choice programs help companies address these increased expectations. And they also help companies increase the business and social impacts from their workplace giving programs. 97% of companies with expanded choice workplace giving programs stated that it increases employee participation and 66% reported that it increases employee morale. (Source: LBG Associates, Workplace Giving Works, Make it Work for You, 2010)

The element of choice is not only key for users; employers want flexibility as well. Companies are interested in delivering workplace giving programs that enable them to promote and encourage giving to their strategic corporate causes and, at the same time, to give their employees more choices about which causes, where and how to give.

With the right tool, companies can create their own branded portfolios of causes under focus areas or pillars (like Health, Environment, Kids etc.), by geography, or whatever they like, and these same causes can be the focus of both customer and employee-facing programs. Expanded choice programs are not new, but what is new is the technology: new technology solutions mean companies can cost-effectively implement expanded choice programs that also enable them to promote and encourage support of their strategic causes.

More flexibility and choices for employers and employees alike in workplace giving programs spurs increased participation and higher levels of employee engagement. So the more flexible and nimble the delivery model and technology, the more strategic (and effective) the program can be…

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