How can Technology and Ingenuity Keep Workplace Giving Relevant to a New Generation of Donors?
By Heather Lofkin Wright
When examining the shared value of employee giving programs I have to ask myself, “what is business’s role in giving busy people easy and meaningful ways to give back?” How can we amplify the great work our people are already doing? How do employee engagement strategies disrupt traditional thinking around charitable giving? Can technology and social media exponentially increase the reach, and thus impact, of the microphone we lend our people? And ultimately, can an innovative program resonate with millennials and become self-sustaining?
Historically, those of us who manage employee giving campaigns have asked ourselves “what behavior are we trying to affect (community impact goal)” and then “how will we get there?” The focus of the CR community has often been on the “over 30 crowd” who were most apt to be settled into their careers and willing to sign up for annual charitable contributions.
Heather Lofkin Wright is a Corporate Responsibility Director at PwC US and is on the board of directors of America’s Charities. Heather focuses on developing strategies and corresponding programs to help busy people give back in easy and meaningful ways that grow the firm’s sustainable culture of giving. In her four-year tenure in this role, PwC’s Charitable Giving Campaign has doubled in number of participants and dollars raised, and the firm’s volunteer hours have grown three-fold.