Unlocking Workplace Giving Donations

Diving into the workplace giving donations data shows that three people made major donations totalling $9.1 million in 2014/15. Sadly, they did not repeat such large donations in 2015/16. Further impacting the drop-in donations and average donation size was the fact that in 2014/15 Australians very generously supported those impacted by the Nepal earthquake.

By removing these outlying donations, there was actually a 5% uplift in workplace giving donations. Don’t get me wrong, we can do better! And let’s not forget these stats don’t include the uplift that charities receive when companies match employee donations. There is certainly plenty of room for growth.

There are encouraging signs. According to the 2016/17 ATO workplace giving stats, the number of companies participating in workplace giving increased by 13%.

At Good2Give, we manage nearly 20 per cent of all workplace giving donations, and almost 50 per cent of donations in the corporate sector. We continually ask ourselves how we can do better and encourage our clients to do more. Our three key tips are:

1. Technology makes giving easy.

Good2Give knows companies using our online platform have triple the number of employees giving. And in a survey of more than 1000 workplace givers, 94 per cent said workplace giving had to be easy. The Giving Australia 2016 research states that only 11 per cent said workplace giving was easy to set up. So, if a company doesn’t have a tech solution, then giving isn’t easy and employees won’t engage. Good2Give has seen 30 per cent year on year donation growth since launching our technology platform.

2. Lead from the top.

A successful giving program starts with the right culture. It comes from the top and sifts down throughout the whole organisation.

3. Companies need to promote workplace giving…

more if we want to increase workplace giving volumes. That’s why we provide a host of free online toolkits. When companies promote workplace giving, donations sky rocket, just like when charities do a fundraising drive, their donations increase!

We work with hundreds of companies, thousands of charities and tens of thousands of employees, and some of what we know to be true is:

Charity perspective.

Many companies use workplace giving donations as a guide to develop more strategic relationships with charities, and at Good2Give we encourage a hybrid model whereby companies align with specific charities that meet business objectives (which includes employee engagement) as well as giving employees the opportunity to give to charities they care about. This, in our experience, delivers an inclusive model for all key stakeholders.

Business perspective.

Good2Give’s research of more than 1000 donors is clear:
• 86% of people say their company’s workplace giving program makes them proud to work there; and
• 78% say their company is generous for matching their donations.

Employee privacy is paramount, and that’s why more and more companies are outsourcing to third party giving platforms as they guarantee employee privacy. The companies we work with are committed to providing a transparent, easy and secure way for their staff to give. This is a growing trend that should be celebrated.

Employee’s perspective.

One of the key barriers to giving is low awareness within companies. Employees simply don’t know the opportunity to give via their pay is an option. This comes back to encouraging sign up and awareness when a new starter joins a company and running regular giving campaigns. Once employees know about it, they get on board.

As more and more businesses create transparency around workplace giving with their employees, empowering and enabling them to give back to the charities they care about, and doubling their impact by matching employee donations, there is no doubt in my mind that workplace giving is on the increase.

However, we absolutely need to keep doing better and encourage more companies to offer workplace giving and more employees to give.

Lisa Grinham,
Chief Executive Officer, Good2Give