HOW TO COMMUNICATE WORKPLACE GIVING DONATION IMPACT

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1 HOW TO COMMUNICATE WOKPLACE GIVING DONATION IMPACT ACF EMPLOYE ESOUCE SEIES: HOW TO COMMUNICATE WOKPLACE GIVING DONATION IMPACT THE AUSTALIAN CHAITIES FUND OPEATIONS LIMITED 2012

2 HOW TO COMMUNICATE WOKPLACE GIVING DONATION IMPACT This resource has been developed by The Australian Charities Fund to help you communicate workplace giving donation impact. Importance of communicating workplace giving donation impact Our research shows people give because they care and want to make a difference. Understanding the difference they, their colleagues and their employer make through their collective workplace giving donations is critical. They want to make an emotional connection to the programs their donations are supporting and the lives they are changing for the better through workplace giving. Effective workplace giving communications have the potential to: Increase employee engagement and organisational pride - a key employer objective. einforce the link between the business strategy and the workplace giving program the why we do it. eassure current donors and give them confidence in the way their funds are being used. Motivate non-donors to participate. Setting the scene for workplace giving communications Employers and employees see workplace giving as broader than just regular pre-tax payroll donations. An employer s workplace giving program may also include workplace based fundraising, volunteering, pro-bono work, strategic partnerships, etc. with their charity partners. As an employer will typically have more than one charity partner in their workplace giving program, it is logical, and employees expect, program information and impact to be communicated holistically. We recommend that you work with your internal stakeholders and charity partners to develop a process to track the total value of giving from all sources through the employer. This may include workplace giving, employer matching (if relevant), workplace fundraising, corporate donations, the value of volunteering time, skills, and resources, etc. This will enable you and your charity partners to gauge and communicate the true value and impact of the relationship. How employees want to hear about their community program Our research and experience shows: ACF EMPLOYE ESOUCE SEIES: HOW TO COMMUNICATE WOKPLACE GIVING DONATION IMPACT THE AUSTALIAN CHAITIES FUND OPEATIONS LIMITED

3 EMPLOYEES... want to hear their donations matter - no matter how small or large 3 Employees want to hear overarching workplace giving program news and charity partner updates directly from their employer. Both workplace giving donors and non-donors want to know where the money goes and the difference it makes in the community. Only 2% of non-donors said they did not want to receive any information about workplace giving. Non-donors are even more interested than donors in information on specific projects and real life stories. Only one in five donors want direct communication from the charity partners. Communicating donation impact every six months is just right for most workplace giving programs. Messages that make a difference Employees want to hear: From the CEO or a senior leader about how the program fits into the overall business strategy. That their donations matter no matter how small or large. About employer matching, if relevant. ACF EMPLOYE ESOUCE SEIES: HOW TO COMMUNICATE WOKPLACE GIVING DONATION IMPACT THE AUSTALIAN CHAITIES FUND OPEATIONS LIMITED 2012

4 True and emotionally engaging stories from the charity partners. Information on specific project outcomes. The impact of collective donations from employees over the reporting period, with an emphasis on employer matching, if relevant. Stories on how their colleagues have helped the charity partners in other ways, such as volunteering or pro-bono projects. Information on how they can further support the charity partners, such as upcoming volunteering opportunities or events. How they can sign up to workplace giving or increase their donation. Communication channels You can use workplace giving messages in a range of ways, including: A tailored community program newsletter. Organisational wide communications or presentations. Intranet updates or banners. Posters on notice boards in common areas. Your website. Workplace Giving Month campaigns. Annual organisational or sustainability reports. Social media. Collaborating with your charity partners to communicate effectively For each communications piece you develop, we recommend you consider the following points and prepare a communications brief for your charity partners that includes: The communication goals, e.g. update employees on workplace giving program, retain current donors, acquire new donors, announce program milestones. Who the target audience is, e.g. all employees, donors only, external stakeholders. What communication channel(s) you intend to use to communicate donation impact, e.g. newsletter, intranet, organisational wide presentation, , posters, annual report. ACF EMPLOYE ESOUCE SEIES: HOW TO COMMUNICATE WOKPLACE GIVING DONATION IMPACT THE AUSTALIAN CHAITIES FUND OPEATIONS LIMITED

5 How often and when you require charity partners to report donation impact to you. What information you require (e.g. description of content, images, logo) and the length of content. Often a great headline, collective donation impact statement and an emotionally engaging image will have more impact than a longer story. Need further help to communicate donation impact? ACF provides consulting services on workplace giving program communications and collateral. For further information or advice, please contact The Australian Charities Fund on or visit A NOTE ABOUT COPYIGHT The Australian Charities Fund Operations Limited (The Australian Charities Fund) has copyright in this document. However, The Australian Charities Fund grants its employer partners, or organisations otherwise authorised by The Australian Charities Fund in writing, a non-exclusive perpetual licence to use and reproduce anything in this document for the purpose of promoting workplace giving in their organisation. However, no organisation is permitted to allow any other organisation to do any of those things without the written consent of The Australian Charities Fund. ACF EMPLOYE ESOUCE SEIES: HOW TO COMMUNICATE WOKPLACE GIVING DONATION IMPACT THE AUSTALIAN CHAITIES FUND OPEATIONS LIMITED DOC ID 6.1