Transcript Document
Charities Aid Foundation
Moving payroll giving from a mechanic to an employee engagement tool
Jonathan Gill
Corporate Advisor
Johannes Strack
Corporate Client Manager
Key facts
Charities Aid Foundation (CAF) pioneers effective ways for donors and charities to achieve greater social impact.
CAF includes CAF Bank, CAF Venturesome, and CAF Philanthropy Services.
CAF Bank 1 and CAF Venturesome offer deposit, lending, and social investment solutions to over 16,000 charities and social enterprises.
CAF Philanthropy Services works with individual, family, and company donors globally to optimise their impact through advisory and transactional services.
We are the UK market leader in managing philanthropic capital with over £1.1 billion held in custody for donors.
We distributed over £400 million to charities for donors in 2012.
We are one of the UK’s largest charities with over 80 years of experience and offices in 9 countries.
1 CAF Bank is a subsidiary of CAF and an FCA-regulated banking institution. CAF Bank’s services are offered exclusively to charitable organisations. All CAF Bank profits are transferred to CAF and used to benefit the third sector in accordance with its charitable objectives.
Our model Mission
Motivating society to give ever more effectively, helping to transform lives and communities around the world.
Sector Development
Educate Donors Influence Government Policies Build Nonprofit Capacity
Solutions
Who we serve Donors
Individuals Families Companies Foundations
Charities
Philanthropy solutions, from idea to impact Advisory services Donor-advised giving vehicles Banking solutions for charities Deposit products Secured loans Investment products Alternative social investment solutions Unsecured loans Specialist funds
Our offer
for companies
Develop Corporate Responsibility Strategy
with CAF Advisors
IDEA
￭ ￭ ￭
Define
Identify drivers Map needs Set clear objectives ￭ ￭ ￭ ￭
Design
Map your activity Define your activity Engage stakeholders Build delivery framework ￭ ￭
Deliver
Depoly business assets Communicate creatively ￭ ￭
Improve
Measure performance Grow and scale
IMPACT Choose Giving Vehicles
such as CAF Company Account
(donor-advised fund for companies)
Give-As-You-Earn (GAYE)
(donor-advised payroll giving for employees)
CAF Charitable Trust
(donor-advised fund for high-earning individuals)
CAF Charity Account
(donor-advised accounts for employees)
CAF & Payroll Giving
CAF GAYE is the largest approved payroll giving scheme in the UK, utilised by 70% of FTSE 100 companies.
CAF supports over 3,000 employers with their payroll giving, helping to donate nearly £80 million each year.
It's a simple way to make a regular commitment to charity and as it comes from an employee's pre-tax pay, they can afford to give more.
CAF promotes innovation in GAYE and invests in research in the area.
Payroll giving as a mechanic...a wasted opportunity
Payroll giving is implemented but not aligned to the business.
Promotional drive on implementation.
Becomes stagnant, hidden and slowly declines.
No ownership internally, administrators don’t understand the potential.
Payroll giving as an employee engagement tool...a win-win
situation
Employer realises true value to employee engagement, not just as a fantastic benefit but aligned with overall CI strategy.
Understand benefits not just to employees but also business as a whole.
Specific and achievable targets to grow scheme through PGQM and segmentation of employees.
Correct communication that highlights benefits and praises success.
Varied calendar that engages employees with charitable giving.
Case study: B&Q
B&Q has 321 stores across the UK and over 30,000 employees, sitting at the heart of most communities and striving to be 'good neighbours'.
Aligned to Net Positive strategy – communities strand and employee engagement.
Continuous promotion Giving talks, displaying posters, and including articles in their bi-monthly newsletter, on the intranet and induction packs. They are also supported by a Professional Fundraising Organisation who visit the majority of B&Q's stores on a regular basis to boost the awareness of the scheme and sign up new donors.
B&Q has more than 5% of employees participating in the scheme, and because of their efforts they have been presented with the Government’s Silver Payroll Giving Quality Mark Award.
Case study: British Airways
Wished to “reboot” community activity.
Pay roll giving a key element to align employees Essential due to continuing movement of employees, alternative shift patterns etc Created 4 alternative propositions to promote internally – all aligned to the business Achieve dramatic up shift in donations Limited attrition rate
Verdict: What to bear in mind to achieve success
Plan Develop Launch Review
Verdict: What to bear in mind to achieve success
Go back to basics – what are you trying to achieve? How does this support the business?
What does success look like?
Without these set out, you will never know if you are doing phenomenally well, or just treading water.
Ensure your communications are aligned to the business Make it simple Incentivise Educate about the benefits Positive feedback loops Fundamentally - be strategic, be creative and utilise all available resources both internally and externally...such as....
CAF Research on ‘Nudge Theory’
In collaboration with the Cabinet Office Behavioural Insight Team, CAF has carried out research into the most effective ways of engaging people to give to charity.
In collaboration with the Cabinet Office Behavioural Insight Team, CAF has carried out research into the most effective ways of engaging people to give to charity.
There were four key behavioural insights noted in the research: 1. ‘Make it easy’ E.g. Automatic enrolment with choice to opt-out 2. ‘Attract attention’ E.g. Personalised messages 3. ‘Focus on the social’ E.g. Using prominent individuals as case studies 4. ‘Timing matters’ E.g. People are more likely to donate in December rather than January