S
uccess in business often brings a
desire to give back.
Many corporate leaders are
seeking ways to do just that by
creating corporate volunteer pro-
grams that give their efforts more visibility
and allow their staff to get involved in the
community, too.
Corporate volunteer programs have
other side benefits for corporations,
including acting as a recruiting tool for
attracting the best and brightest talent,
particularly those who are young and who
often have a strong interest in contributing
to the community. The positive publicity
surrounding volunteer efforts is another
boon for companies.
"Companies are seeing this as a neces-
sity for their own business," said Shawn
Reifsteck, president of the Points of Light
Institute, a national organization that helps
businesses give back to the community. "It
really can illuminate the values a company
has in its community. It puts into action a
company's commitment."
Creating a program starts with choosing
an organization with which to work or a
community problem to help solve. Start
this process, Reifsteck says, by asking
your own employees what types of volun-
teer efforts they participate in within your
community. Also, consider your company's
mission. If you're an advertising agency,
consider donating graphic design and mar-
keting services to a nonprofit. If you're a
home builder, a project related to housing
would be a good fit.
"We're really beginning to see a little
more focus on an issue that aligns with
the focus of business," Reifsteck says.
"Employees have valuable time and don't
want to waste it."
Then, decide how the program should
be structured. Options include giving
employees time off for their own volunteer
efforts, setting aside a specific day for the
entire staff to participate in a volunteer
effort, dedicating skills already present
in the office for a particular project for a
nonprofit, or choosing a particular orga-
nization and agreeing that all volunteer
energy on behalf of the company will go
toward that effort.
Getting buy-in from the nonprofit is
important, says Shannon Maynard, execu-
tive director of the President's Council on
Service and Civic Participation, a presi-
dential appointed commission made up
of 25 individuals from
various sectors. Meet
with the leaders of the
nonprofit and discuss
what is needed.
"Delineate and be
clear about what you
can bring to the rela-
tionship and what they
bring to the relation-
ship," Maynard said.
Maynard said it is
crucial to put someone
in charge of a company's volunteer efforts
and to treat it as a formal job duty. Charge
that person or group with keeping track
of what is contributed in terms of time
and dollars.
"Often, it starts out as a volunteer role in
the organization," Maynard said. "At some
of the Fortune 500 companies, it develops
within the foundation or community
relations office. They are responsible for
managing the community relationship with
the nonprofits and organizing companywide
initiatives, fundraisers and days of service."
For companies just getting started, a day
of service might be the easiest way
for a company's staff to experience
volunteerism, Reifsteck says.
For a good experience on a day of
service, discuss with the nonprofit
organizers what type of work will be done
in detail, and convey that to the staff.
Tell them what type of dress should be
expected and what they will need to bring
with them. Appoint someone from your
company to be the point person on the
day of the event to greet your assembled
team, and ask the nonprofit organization to
provide a briefing about the day's work at
the start of the day.
Make sure water and food are provided,
Reifsteck says.
At the close of the day or soon after-
ward, find a way to collect the staff's
thoughts on the project and how it can be
improved in the future.
"We find that it is important to have
reflection at the close of a project,"
Reifsteck says. "Help find a way to do that
even after the project. Telling stories really
makes a difference."
No matter what type of volunteer
service your company chooses, expect
that the first volunteer effort will be addic-
tive for employees, and expect that the
program will have an impact far beyond
the volunteering itself.
Making the volunteer program easy for
employees to participate in, and enjoyable
for everyone involved, is key to getting
employees excited about giving back to
the community. Expect, too, that the reach
of the project will bring the company
many benefits.
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ATLANTA BUSINESS CHRONICLE May 1-7, 2009 � Page 27AS T R A T E G I E S
By Robyn Davis Sekula
AMERICAN CITY BUSINESS JOURNALS
Employees benefit from corporate volunteering
HOWTOVOLUNTEER
Tips
1.Match volunteer activities with
company's primary work. Have
employees extend their corpo-
rate skills to nonprofit organiza-
tions, schools and other worth-
while causes.
2.Include employees in choosing
a volunteer effort. Many
may already be involved in
volunteer programs and may
have suggestions.
3.Appoint or hire someone to
oversee a company's corporate
volunteer program.
Maynard
President's Council
on Service and
Civic Participation

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