How employers are encouraging workers to dig deeper on Giving Tuesday
Giving Tuesday has gone corporate.
The event that was introduced in 2012 by New York’s 92nd Street Y and the United Nations Foundation encourages consumers to donate to fundraisers and charities the Tuesday after Thanksgiving. Now companies are getting on board, using the day to encourage employees to donate money and time, and to call attention to broader corporate giving programs.
Participating in Giving Tuesday — as well as other charitable activities — is a simple way to net big benefits for employers, says Brett Good, senior district president at human resource consulting firm Robert Half.
“Companies that want to succeed, and attract and retain top talent, need to put an emphasis on philanthropic giving and volunteer efforts and make that a part of their corporate culture,” he says. “It can increase employee loyalty and productivity because workers will feel proud about working for a company that cares about the community and shares their same principles.”
In fact, research from Robert Half finds that 67% of employees say a company’s participation in charitable activities has an influence on their decision to work there. It’s even more the case with millennials: 81% of workers ages 18-34 say that an organization’s philanthropic efforts are a factor in their decision to be employed there.
Though some employers focus on volunteer and charitable activities throughout the year, a handful of companies ramp up efforts on Giving Tuesday. Here’s a look at what some employers are doing, and how they’ve involving their employees, for the annual event.