Beyond the hustle and bustle of boardrooms and bottom lines, corporate philanthropy plays a vital role in shaping not only the success of a business but also the well-being of its employees. Just like that first invigorating sip of morning coffee, giving back to the community can awaken a sense of purpose, energise company culture and fuel employee morale.
Corporate giving can take many forms - be it volunteer days, fundraising events, sponsorships or dollar matching employee donations. For organisations like Lavazza, philanthropy is grounded in a sense of responsibility towards the communities in which it operates.
Since it was established in 2004, the Lavazza Foundation has organised 33 community-based projects across 20 countries and 3 continents, benefitting an estimated 188,000 coffee growers. These projects aim to facilitate sustainable agricultural practices and support local coffee-growing communities.
Corporate philanthropy in its many forms brings opportunities for transformative relationships between a company, its employees and the local community. It helps employees see the company as a positive force in society and fosters a sense of pride to be part of an organisation that is committed to doing good.
Purpose through community connections
Through volunteering opportunities, employees have an avenue to learn new skills or apply existing skills in a different setting, creating a sense of fulfilment outside of the daily nine-to-five. It could be a marketing professional showing a charity how to use social media or an accountant running a food drive for people experiencing homelessness. Giving back to the community makes us feel purposeful, productive and more connected to the people around us.
In fact, there is a growing body of thought that suggests corporate philanthropy is no longer a ‘nice to have’, but rather, something that today’s employee has come to desire and expect. According to David Mann, CEO of charities Good2Give, the increasing influence of Generation Z – those born between 1995 and 2010 – will see workplace giving assume greater importance in coming years.
Set to make up one third of the workforce by 2030, Mann says Generation Z is “… far more connected with the social, and will be more inclined to make judgements on the way in which organisations operate and behave than previous generations.”
In other words, corporate giving programs will increasingly benefit a company by helping to attract and retain talent, with employees seeking out charitable organisations that align with their values. By engaging in philanthropy, companies not only demonstrate their commitment to being good corporate citizens but also create sought-after work environments where employees gain a sense of purpose through community connections.
An extra cup of happiness
Put simply, helping others makes us feel good and this has positive implications for our mental health. Corporate giving has the added benefit of providing a much-needed circuit breaker from the stress of daily meetings and deadlines, enhancing employee well-being and happiness.
Corporate fundraising that revolves around activities like running, walking or team sports can improve physical well-being and may even lead to life-changing healthy habits. STEPtember is an annual fundraiser where individuals, corporate teams and school groups are asked to walk, swim, ride, wheel or spin their way to 10,000 steps a day to raise money for people with cerebral palsy.
Initiatives like these give employees an opportunity to support a good cause while benefiting their own mental and physical well-being. It’s giving back to the community, with perks!
Employee morale: the perfect brew
Following the pandemic and after years of remote working, employee sentiment is shifting back towards physical interactions and a sense of community in the workplace.
Corporate giving enables social connections which in turn boosts employee morale. It’s an opportunity to meet new people and explore new situations and challenges. It creates a level playing field between management and employees who rally behind a shared cause.
Employee morale is boosted by positive perceptions of career, workplace, peers and management teams, not to mention the feel-good factor that comes with giving back to the community.
Culture as strong as an espresso
Volunteering Australia notes the benefits of corporate volunteering are many and varied, including an increase in company pride and loyalty from staff, as well as improved motivation, team spirit and initiative. Corporate philanthropy cultivates a robust company culture; employees see their employer contribute positively to society and want to be part of it.
Lavazza’s A Cup of Learning program, recognised by the UNHCR, is dedicated to young people seeking opportunities to work in the world of coffee, with participants often coming from disadvantaged social groups. Initiatives like these strike a chord with employees who are proud to see their employer giving back to the community.
Ash Rosshandler, CEO at GoodCompany.org, notes the ever-important role corporate philanthropy plays in a company’s DNA. “Companies want to do more in the community, with the community and for the community. There’s also a growing expectation from those entering the workforce for the first time. They are looking beyond those traditional methods of salary and benefits, they’re looking at the bigger picture and want the companies they work for to serve as a force for good.”
Purpose beyond the profits
Employees have grown to expect companies to have a broader purpose beyond profits and rightly so. Corporate giving allows an organisation to extend their positive impact on society while accruing tangible employee benefits like a sense of purpose through community connections and enhanced well-being and happiness.
Opportunities to share meaningful experiences with work colleagues can bring a much-needed boost to employee morale and cultivate a culture where the importance of community is at the fore. Read more about giving back in Lavazza’s Destination: Workplace Sustainability magazine.
