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© Copyright 2000 Rogers Media. The following article first appeared in the June 2001 edition of
BENEFITS CANADA magazine.
The virtues of volunteering
Volunteer programs are an attraction and retention tool that sharpen employees' skills.
By Matthew Fawcett
Amidst the barrage of layoff announcements, cutbacks and profit warnings, it may seem odd to remain bullish
on community investment. Granted, less cash coming in usually means less going out. But committed companies
have found other ways to invest in the community--ways that, while addressing social needs, can actually
help to overcome the additional corporate challenges faced during recession.
As economic insecurity mounts, keeping employees motivated and focused becomes more difficult. Encouraging
employee volunteerism is one way to address this concern. At the same time, it offers an obvious financial
advantage to companies that find their donation budgets reduced due to lower company profits, but still
want to be good corporate citizens.
British Telecommunications PLC commissioned a study to measure the benefits of volunteering. The company
found that aside from having a positive impact externally--both in terms of strengthening the community and
attracting employees--work within the community was emotionally rewarding for existing employees,
instilling pride in themselves and the company.
A 1996 report by the Council on Foundations shows that employees involved in their company's community
activities were 30% more likely to continue working for that company and were more motivated to help it
achieve success. That's good news as purse strings tighten and companies try to curb the costs of
recruitment and initial training.
Throughout all economic times, the Royal Bank Financial Group (RBFG) has demonstrated leadership and
commitment to corporate social responsibility. "Our success is linked to the vitality of the community,"
says Jacqueline Tuffin, executive director of the RBFG Foundation. "It's our goal to enhance the quality of
life within communities across Canada, support our employee volunteer efforts, develop relationships with
key opinion leaders and ultimately help the bottom line."
In austere times, all budgets get cut back, including those for ongoing training. Ironically, the need to
maintain and even augment skills development often increases during these times as corporate restructuring
and organizational transition become inevitable. Volunteerism can give employees an opportunity to advance
their skills in many areas without putting a drain on company resources.
"Through volunteering our employees have developed organizational and leadership skills, learned about
diversity, enhanced their network and increased personal visibility," says Tuffin when asked about benefits
realized since RBFG launched its employee volunteer program in 1999.
An economic downturn threatens profits. However, rather than moving away from corporate social
responsibility, creative corporations are embracing it and finding ways to do more with less.
Matthew Fawcett is chief, business operations with GrantStream Inc., a Toronto-based consulting firm that
specializes in helping companies build donation and sponsorship programs.
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