Is the channel back to its fundraising best? You bet it is!
It’s broadly accepted that philanthropic business models work. They make companies look beyond meeting their KPIs and generating profit to build more generous, positive workplace environments. Employees feel proud to be part of a team that is making a real difference to the lives of those in need and are more likely to view the company in a good light as a result.
According to studies, workplace volunteering makes millennial employees twice as likely to rate their corporate culture as very positive.
Fostering a productive and happy office culture also improves a company’s chances of retaining its current workforce and attracting new employees. And to outsiders, particularly prospective customers, corporate giving, is good for an organisation’s reputation. The Charities Aid Foundation found that 51% of British adults are more likely to buy a product or use a service if a company donated to charitable causes.
Regrettably, the Covid-19 pandemic had a profound impact on the charity sector, with over 90% of charities reporting to the UK Charity Commission that they had experienced negative effects. 60% saw a loss of income and 32% said they experienced a shortage of volunteers. With restrictions now lifted, there is an opportunity for the industry to return to its CSR initiatives and help buoy the charity sector with a fresh stream of fundraising. We were therefore keen to hear whether channel organisations have put the brakes on charity initiatives or have become even more generous in these challenging times.