The idea of a purpose-driven brand is nothing new. But over the past few years the idea of creating a culture that gives back has enjoyed a strong resurgence. And for good reason: A company’s commitment to doing well by doing good is a defining advantage in today’s competitive marketplace. Blending for-profit motives with nonprofit values is essential for:
- Employee recruitment, motivation and retention
- Supplier and investor relations
- Market differentiation
- Customer engagement and retention
Studies show 90% of U.S. shoppers would switch to a cause branded product. When it comes to contemplating where to work, 64% of millennials consider a company’s social and environmental commitments. Simply put, people want to support brands that have a purpose.
Just like having a mission and values, possessing a purpose is a vital component of any business. That’s why Prosper for Purpose was established around the idea of using our time, talents and profits to help address social issues and make a difference in the world.
Since our inception, Team Prosper has been committed to giving back to our clients and local community. In 2015, we began The Prosper Project to provide pro bono work to a cause or nonprofit each year. In 2016, we became a Certified B Corporation, joined One Percent for the Planet, and rolled out our 12 Months of Giving program as another way to provide our services to local nonprofits.
We’re proud of our commitments to being both socially responsible and environmentally sustainable. Our efforts connect and bond us to communities of like-minded people, raise awareness for worthy causes, increase team morale, and make a positive impact on people and the planet.
If giving back isn’t ingrained in your company’s DNA, don’t worry—it’s still possible to make a difference. The first step is to choose a worthy cause that supports your mission and values. Then make a long-term commitment to that cause, not just a fleeting sponsorship. Keeping your mission front and center for employees, partners and customers to see will help your efforts feel more authentic and allow you to make a significant impact.
By making your mission matter and creating a culture of purpose, you’ll be on your way to doing well by doing good.
In today’s business world, employee volunteer programs are as commonplace as meetings, business trips and conference calls. Some of the most notable organizations have taken strides to increase their philanthropic efforts and create robust employee volunteer programs. Yet, some still question the value of volunteering.
To some, volunteering is a one-sided equation offering benefits only to the recipient of the deed. But in actuality, volunteering is just as valuable to an organization and its employees. Here’s how:
Employees who volunteer report more job satisfaction and improved morale
When someone volunteers, several things happen. They feel good about themselves for helping others. They form connections. They witness the impact of their actions, however small. When people volunteer, they not only improve the lives of the recipient, they are also improving their own lives. And when employees volunteer through their organization, they experience the same positive benefits, but with an added bonus: they feel good about where they work.
When an organization actively gives back to the community, employees feel they are working for an employer that is truly concerned with the betterment of others, and they are proud to be a part of it. They believe they aren’t just working for a paycheck; they are working for a purpose.
Volunteer programs serve as a recruitment tool for up-and-coming talent
Recent studies show that when job searching, nearly half of all millennials are more likely to apply to organizations they feel are working toward a better tomorrow. They want to work for a company with values similar to their own and have the flexibility to allow them to support those values.
With one-third of today’s workforce comprised of millennials, companies increase their chance of hiring top talent when they support employee volunteering. Not only does the company widen its talent pool, but it is also more likely to attract individuals who share the company’s values. Many times, employees serve as the ambassadors of the brand, and having employees who exhibit the company’s beliefs can have immense value with customers.
Getting involved in the community drives brand recognition
When employees enter the community on behalf of their organization, they are promoting the organization’s brand to the public. They’re showing people firsthand the company’s beliefs and values.
Additionally, employees are interacting with individuals on a personal level, and this face-to-face, human interaction leaves people with a positive impression of the brand that is more valuable than any advertisement. Individuals appreciate the organization’s efforts to enhance the community, and they are reminded that there are real people behind the brand.
While many larger companies have robust employee volunteer programs, there are simpler ways for your organization to give back. Here are a few easy ways you can make a positive presence in your community:
1. Offer skills-based volunteering, which is a great way for employees to lend their talents to those in need. Through skills-based volunteering programs, employees are matched by their specialized skills and talents with nonprofit organizations needing the help of these individuals to build and sustain their infrastructures. Examples of service may include assisting with bookkeeping, providing PR support or serving on a board.
2. Consider a company-wide, single-day volunteer initiative to encourage employees to become more involved. Employees will feel more motivated to take time off if they know everyone is involved. Plan a day to visit a food bank, homeless shelter or other organization where you can work together as a team. You’ll help an organization and individuals in need, and you’ll form stronger relationships among team members.
3. Ditch the holiday party and arrange a collection drive. Take the money you typically spend on a holiday party and use it to purchase donation items for an organization you support. Or consider encouraging employees to make a monetary donation in a coworker’s name instead of purchasing gifts.