Published on March 19, 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 22
4 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.
5 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
7 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 20102009 201220112006 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
11 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
13 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
15 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
16 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
17 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
21 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 ay
22 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
25 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 27 • Type questions into the box on the right side of the your screen • Submit via Twitter to @VM_Solutions using “#VMbpn” 27
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