lessons from the field: employee volunteer program managers' top tips for success - march 2014...

Lessons from the Field: Employee Volunteer Program Managers’ Top Tips for Success

Erin Dieterich Director

Corporate Citizenship

NetSuite

Alex Price Manager

CSR & Community Relations

ADT

Panelists: Facilitator:

Jessica Johnson Manager

Reputation & Social Impact

Prometheus Real Estate Group

Lauren Wagner Sr. Manager, Engagement

VolunteerMatch

@Lauren_Lynn2

Kate Wetzel Manager

CSR

JetBlue

How To Ask Questions

• Type questions into the box on the

right side of the your screen

• Submit via Twitter to

@VM_Solutions using “#VMbpn”

• We will pose questions at the end of

the presentation

• A copy of the slides will be circulated

after the event

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Introductions

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ADT's Community Service Programs

• Heritage & Stature Founded in 1874, ADT is the largest security company in North America with 7 million

customers and 17,000 team members. ADT became an independent public company 15 months ago.

• Program Launch In July 2013, ADT launched ADT Always Cares, our company-wide community service

program comprised of both employee volunteerism and employee-directed philanthropy.

• Phased Rollout Always Cares launched in our seven largest markets in year one (including our Boca HQ)

and will continue rolling out across North America in 2014 to all 200+ offices.

• Creating Community Leaders The program is led by Corporate Affairs, and locally managed by a

committee in each market, comprised of employees selected through a competitive application process.

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NetSuite’s Corporate Citizenship Arm – leveraging our greatest resources – our technology and our employees – on behalf of

nonprofits and social enterprises around the world.

SuiteImpact Teams Hands-On

Volunteering

Technology Employees

Software Donations & Discounts

Social Solutions SuiteVolunteers

Pro Bono Volunteering

www.NetSuite.org

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OVERVIEW OF JETBLUE’S CSR PROGRAM

JetBlue launches the

Social and

Environmental Report

JetBlue celebrates

7-year partnership with

Kaboom! 11 playgrounds

built, engaged 2,380

volunteers and served

5,680 children

JetBlue named

most eco-friendly airline

by Zagat

JetBlue Recognized

as CSR leader for

Soar With Reading

JetBlue supports the

environment through

One Thing That’s Green

JetBlue awarded

Cause Marketing HALO

Award for 2009 Best

Environmental Campaign –

Jetting to Green

JetBlue launches

Swing for Good Golf

Tournament

Partnership launch

with First Book over

200,000 books

distributed since then

JetBlue launches

Soar with Reading

with PBS Kids and

First Book

JetBlue launches

Community Connections

to reward and recognize

Crewmember engagement

2007 2010 2009 2012 2011 2006 2008

Tip #1: Build a focused and strategic but

flexible program

Building a focused program from the ground up: • One size won’t fit all • Identify key goals • Small bites • Create a solid foundation • Devise a mechanism to localize the global direction

Once you have your goals, strategy and plan…

• Global / Local Exec Road Show • Formal launch campaign • Recruit local program “Ambassadors” • Provide the framework & training • Create a toolkit You can’t “set-it and forget-it” a

flexible program is a work in progress – a partnership

between corporate and local leaders!

Global Direction – Localized by SuiteImpact Team Ambassador Leaders!

Globally Directed: • Program Goals • Cause Themes • Branding • Training • Technology Platform

Locally Defined: • Charity Partner • Type of Event • Event Timing • Campaign

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FOCUSED On supporting our local heroes

• Support key focus areas aligned with your brand

and business offering

• Align on official guidelines and policies of your

program

• “Volunteerism 101”: Provide specific examples

of what success looks like

• Build meaningful relationships and gain

knowledge relevant to your industry

FLEXIBLE To serve those in vulnerable situations

• Be flexible enough to effectively engage a large

and diverse workforce

• Stay nimble to address issues that matter most

to a particular market

• Allow some percentage of service to be for

broader areas

• Make sure employees feel that they have say

and influence

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TBD

Focus

National

Partnerships

Local

Partnerships

Youth &

Education Community Environment

Communications

General

Giving

Crewmembers

The JetBlue Foundation (e.g., Fund aviation-specific initiatives)

Foundation

Role

JETBLUE CSR STRATEGY: INSPIRING HUNMANITY

Tip #2: Learn your audience and educate them

when scaling to new internal or external

audiences

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LEARN

Needs of the communities we served

were different across our BlueCities

Crewmembers were passionate about

things near and dear to them

Volunteering is very personal for our

Crewmembers

JetBlue has a clear CSR mission that

doesn’t always align with Crewmember

passions

Crewmembers would not participate in

programming unless it touched their

local community

Crewmembers wanted corporate

support for things that were most

important to them

Crewmembers expected support for

causes that were important to them

SCALING PROGRAMS

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TEACH

We rolled out a communications

strategy that included rewards for

Crewmembers who signed on to

VolunteerMatch

We listened to Crewmembers and

created the Community pillar to align

with their passions – with the only

caveat that it cannot be politically

affiliated or discriminatory

JetBlue continues to promote the

program by sharing the results of ticket

donations and matching gifts

CSR Liaisons were given barter tools to

partner with nonprofits in their BlueCities

who they could work with for campaigns

that tied to JetBlue’s CSR programming

We use leadership to raise awareness

of how to get rewards for causes

important to them

SCALING PROGRAMS

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HQ vs. Field Consider the different aspects of your company’s employee base

Scaling Up A phased approach to a company-wide rollout

Corporate

• Salaried

employees

• Full technology

access

• Executive skill sets

• Schedule flexibility

Monitoring Centers

• Hourly workforce

• Lack internet and

full email

capability

• 24/7, with 3 shifts

• Rigid scheduling

Sales & Install

• Commission-based

• Out of the office and

rarely in front of a

computer

• Focused on leads

and appointments

7 • 7,000 employees

• 12 person committee

• Fully funded

• Year-round programming

• Dedicated VM page

Largest

Centers 15 • 2,500 employees

• 5 person committee

• Moderately funded

• Quarterly programming

• Dedicated VM page

Medium

Locations 180

• 7,500 employees

• 1 coordinator

• Apply for funds

• Programming scaled to size

• Shared VM page

Smaller Offices

Phase 1

Phase 2

Phase 3

Scaling a Program to a New Audience: Communications, Trainings & Tools!

Pre - 2012 Informal Program

Formal Program Launch Q4 2012

SuiteVolunteers 2013

How We Created Scale: • Pro Bono Advisory Team • Build off of previous success • Clear, targeted communication campaigns • Mandatory SuiteVolunteer Training • Template and toolkit for volunteers • Empower volunteers to lead! • We triage, track and help course correct • We measure success and failure!

Ad Hoc 20 Volunteers 2-3 offices 5-10 Projects

Global Program 200 Volunteers 80 projects 16 offices

Tip #3: Use volunteer champions and

ambassadors

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Senior Leader Involvement Critical for program success

• Make the business case for

service

• Measure the impact

• Provide them with team

building experiences

Win Over

Key Leaders

• Have them serve regularly

with employees

• Showcase your executives

leading by example

• Help them connect with

nonprofit leadership

Make Them Visible

In Your Program

• Anoint senior executives as the

ceremonial captains of your

big initiatives

• Have them be ambassadors

(host lunch & learns, etc)

• Leaders should help with

promotion

Appoint Champions

To Key Initiatives

ADT Challenge!

d a y

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Local Committees The backbone of the Always Cares program

Always Cares Committees

• Competitive application process launched by senior leadership (serving 2-

year term)

• Teams of 10-15 at our major centers, 5-6 at smaller centers, each led by

a team captain that is HQ’s point of contact

• Each is funded, and submits a quarterly proposal

• Each receives full branded kit (tents, table cloths, banners, camera, shirts)

• Developing recognition/awards program

• Provide training for personal and professional development

23 Committees Across North America

SOUTH FLORIDA 900 Employees

3 Facilities

Jacqueline Luu Krissy Kennedy

Local Team Captains

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Be our voice locally

Recruit a team to work with you

Build local relationships with

non-profits

Manage Community Connection

Execute national campaigns at

your station(s)

Promote events while getting

crewmembers engaged

Help take JetBlue outside of the

airport and into your community

Give back while having fun

CSR LIAISON PROGRAM

The More Champions You Have – the Stronger the Program Will Be!

• SuiteImpact Teams (Hands-On): • 2-3 Global Ambassadors/office each year • Executive Sponsors for key events • Department Champions who sponsor team building SuiteImpact events

• SuiteVolunteers (Pro Bono): • Advisory Team – High Level Managers From Each Key Department • Senior/ Junior Volunteer Pairs • Volunteers tell their pro bono story in team meetings • Thank you swag helps identify pro bono alumni in each office

Q&A

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• Type questions into the box on the

right side of the your screen

• Submit via Twitter to

@VM_Solutions using “#VMbpn”

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Stay Informed

Blog: www.VolunteeringIsCSR.org

Twitter: @VM_Solutions

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Save the Date – April 16th

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Transformative Value – Beyond Shared Value

Wednesday April 16th, 2014

10 a.m. – 11 a.m. PT (1-2 p.m. ET)

Register here:

http://bit.ly/1p53QS0

Featuring:

Chris Jarvis

RealizedWorth

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