Boosting Bottom Lines and Images
A study by The Points of Light Foundation and The Conference Board supports this trend toward corporate volunteerism. Survey and interview respondents state corporate volunteer programs contribute to competitive advantage in two ways: value added to a service or product; and cost savings in production, human resources and public and community relations.
The study examined 188 U.S. companies and discovered a strong connection between volunteer programs and company return on assets and return on investments. A significant percentage agree that volunteer programs directly affect factors relating to profitability such as improved employee morale, better teamwork skills and increased productivity.
Corporate officers involved in the study also agree volunteer programs help companies to demonstrate their citizenship and sense of corporate responsibility. In addition, the volunteer programs attract and retain the people they need and help build skills and attitudes that foster organizational commitment, company loyalty and job satisfaction.
And the news gets even better. Surveys of consumer opinion show that corporate efforts in education, housing and other areas of social service influence public opinion and ultimately product choice. Increasingly, companies are recognizing that communities where the company operates are important stakeholders in their business.
A New School of Volunteers
St. Louis companies certainly understand the value of volunteering. A quick look around found a number of companies not only involved, but exceptionally enthused about their volunteer efforts.
EDS (Electronic Data Systems), a global information technology company with offices in St. Louis, has plenty to offer in the volunteerism area. With 16 accounts and 700 employees in the St. Louis region, EDS has a volunteer council with one employee from each account to form a team approach to volunteerism. Area leadership also gets involved by providing ideas, direction and direct involvement in activities.
EDS has made education a global community priority. The company kicked off an Educational Outreach Program in St. Louis in September.
“We’re excited about our new efforts to be an even better corporate citizen,” says Melinda McAliney, regional business relations/community affairs manager for EDS. “Not only does volunteering benefit the company and our employees, but the bottom line is about making a difference in the community. EDS, our people, and our community are all interconnected. The success of one impacts the success of the rest. We hope our small efforts can contribute toward St. Louis’ success.”
McAliney says the Educational Outreach Program was developed after the company focused on the best ways to be involved in the community. “EDS’ volunteer efforts have really taken off in the past year,” she says. “We created a very targeted focus on education by asking ourselves what our strengths were, where we could make a difference, and what the needs were in the community.”
The Educational Outreach Program encompasses a variety of volunteer opportunities in addition to technology grants and technology training for school personnel. EDS launched its program this year by partnering with two schools: Simmons MEGA Magnet Elementary School in St. Louis and Brittany Woods Middle School in University City. Additional school partnerships are in the works.
Through EDS’ Educational Outreach Program there’s something for everyone. Volunteer opportunities in the schools include a technology trainer for teachers, e-mail key pal, mentor or tutor, computer club coordinator, classroom assistant, web page developer, career role model and a job shadower. Some volunteer efforts are ongoing; others are one-shot jobs.
“We make it as easy and seamless as possible to get employees involved no matter what their schedules are like,” McAliney says. “Rather than just giving a check or donating equipment, we’re getting people involved to really make a lasting difference. Employees acknowledge EDS is doing something positive in the community and they’re proud to be part of the process.”
EDS adds other volunteer contributions to the mix through its company-wide Global Volunteer Day. One day each year, EDS volunteers and their families unite in a massive wave of giving around the world. Their volunteer efforts range from helping solve local education issues, giving blood, renovating neighborhood homes, painting a mural, playing with sick or orphaned children, serving meals or raising money for non-profit organizations. This year, about 150 local EDS volunteers tackled 10 different projects in the area.
For the holidays, local EDS employees adopted needy families. In 1998, so many employees participated, EDS had to request more families from the agency involved, McAliney says.
And while the community definitely benefits from the company’s volunteer efforts, EDS comes out ahead, too. EDS has anecdotal evidence that indicates volunteerism has many business benefits, including enhanced corporate awareness, improved employee morale, better teamwork skills and increased opportunities for personal and professional growth.
A Foundation of Volunteerism
One of the most logical matchings of a volunteer effort is Home Depot and Habitat for Humanity, where volunteers build homes for low-income families.
Home Depot donates both materials and volunteer time to help build about two homes per year in the St. Louis area. Considering each home is a 20-week project, members of “Team Depot” are pounding away just about every weekend of the year.
“We feel it’s important to give back to the communities where we do business,” says Joe Kelley, Home Depot district manager, St. Louis. “Our corporate plan focuses on making a difference in affordable housing, the environment and youth at risk. Every store has a representative responsible for organizing various events toward impacting these three areas.”
Kelley says Home Depot employees of all levels, from hourly associates to vice presidents, work side by side building homes. “Having fun and working together as a team outside the workplace has a tremendous affect on morale,” he says. “The people that get more involved tend to stay with Home Depot longer, because they have a sense of belonging and ownership in the company. And they tell us they feel a real sense of accomplishment when they’re doing something for someone else.”
He adds that the community seems to appreciate the company’s efforts, too. “By volunteering in the community and making a visible difference, we’re seen as more than just a company out to make a buck. Each Home Depot store is given a special fund each year to use to benefit the community. Store managers use the money at their discretion, whether it’s for fixing up one house or cleaning up an entire neighborhood. Improving the community helps everyone from individuals to businesses.”
Kelley continues: “It’s easy to give money, but you don’t get that sense of giving back. That’s why we encourage volunteering. We can pound our chests about giving money, but our associates can say they’re actually out there helping in the neighborhoods where we do business.”
