From little things big things grow

By now, most not-for-profit organisations would be familiar with the concept of corporate volunteering. However, the subject still seems to arouse wariness and scepticism amongst the sector. So why is it still such an issue? Is it because not-for-profits still consider it as an imposition rather than an opportunity?

Volunteering Australia recently held workshops on the topic as part of VMP forum. We also launched the Corporate Volunteering Training Kit, which is now available on our website.

Before proceeding any further with this discussion we should first address the issue of the term ‘corporate volunteering’ itself. A common sentiment expressed by participants in the workshops was that the word ‘corporate’ is a misleading, indeed alienating label for this type of volunteering. It suggests a ‘big end of town’ type of activity and makes some people (especially those in regional areas) feel excluded from these opportunities, even though small business support in their own community can be very active. Some alternative names put forward included community engagement, business volunteering, skilled volunteering or employee volunteering.

Start small, think big

Any partnership of value takes work but (echoing the opinions of companies surveyed in Volunteering Australia’s Corporate Volunteering Survey) there is no ‘one size fits all’ model of how to interact with business partners. However, with the right attitude and a business partner who is open to negotiation and dialogue, big things can grow. Focus on what’s possible rather than any obstacles you may imagine.

Not-for-profits are often turned off by unreasonable requests from companies seeking to place large teams of volunteers – by next Tuesday! It’s as if the not-for-profit is just another one of their suppliers. However, if a business is really sincere about their community involvement they will be open to dialogue. Consider any initial requests which don’t really suit your needs, or are inappropriate, as a starting point for negotiation. Persuading them to change their approach takes confidence but not-for-profits should not be intimidated by their unrealistic expectations.

Adopt a strategic and collaborative approach

Having an open mind and being confident in your dealings with businesses are two key tips for dealing with corporate volunteering. Sharing and collaborating with other not-for-profits is another. Perhaps larger not-for-profits in particular could share their knowledge and experiences with smaller ones.

Networking can be one of the most valuable and cost effective ways of finding more support. In addition to networking with other not-for-profits, increase your visibility amongst business networks, local councils, Chambers of Commerce, government departments and so on.

Incorporate a plan for corporate volunteering into your organisation’s broader strategic plan. This encourages you to take a systematic approach, to set goals, evaluate and review. Having a plan ensures you work in a less ad hoc and more proactive fashion.

Build your own capacity first

Planning, networking, developing promotional strategies all take time. What if you are a one person operation? How can you possibly find the time or resources to engage more corporate volunteers? Consider recruiting a corporate or skilled volunteer to help build your own capacity. Could they help you prepare the strategic plan, or give tips on how to develop promotional messages which would appeal to businesses? Can they expose you to valuable networks?

Another way to build your capacity is to think about collaborating with another not-for-profit with mutual goals, to combine your resources and add value to the partnerships.

Be prepared!

Volunteering Gold Coast has enjoyed a long-lasting partnership with Delphin Lend Lease. They were lucky enough to have Delphin Lend Lease approach them to discuss a potential partnership, but transforming the initial request into a solid and fruitful partnership does not happen by accident. Volunteering Gold Coast had already prepared themselves for corporate approaches by having marketing collateral and an understanding of what it is they can offer businesses. The success of their partnership depends on the trust they have built and the open communication they share. Their tip is to make the effort to learn more about your business partner and what they do, understand their needs, skills and interests and tailor opportunities accordingly.

The future of corporate volunteering

A recent study by the Australian Centre for Corporate Social Responsibility entitled ‘The CSR Manager in Australia: Research Report on Working in CSR’ (October 2007) found that job vacancies in the area of CSR are expected to grow in the next twelve months. Demand will also increase for professionals with specific qualifications and experience in the field (p19) . We are also seeing more cross-sector job swapping as people with backgrounds in the not-for-profit sector fill these positions and begin to influence change from within.

To conclude, the key message is to not be intimidated by companies, or resist any requests they may have. Every encounter they have with you is an opportunity for you to reeducate them. Develop guidelines, set the standards, start being selective.  This puts the pressure on them to shape up to your standards. If they are serious about supporting the community they will adapt to your requirements. These messages could be also communicated through your promotional materials.

Tell us about your business partnerships

Volunteering Australia recently ran the Corporate Volunteering Award for Excellence, giving companies the opportunity to showcase their volunteering programs. In the spirit of information sharing and learning from others, we’re inviting not-for-profit organisations to tell us about your successful business partnerships for inclusion on our website. Click here to complete the survey.

Top Ten Tips

1.Refer to the Corporate Volunteering Training Kit (available on Volunteering Australia’s website) to help you conduct training sessions for your not-for-profit members and for more tips and advice/templates.

2.Plan your approach to corporate volunteering.

3.Enlist the help of a skilled professional volunteer to build your own organisation’s capacity. Identify a ‘corporate champion’ in your local community – someone who is already committed to volunteering and is happy to spread the word.

4.Develop some marketing collateral and a policy on working with corporate volunteers so you are ready for any approaches.

5.Look to other not-for-profits for partnerships. Ask other not-for-profits if you can see the resources they use for corporate volunteers.

6.Tap into the contacts and networks of your board members.

7.Think creatively, be positive and open.

8.Don’t be afraid to ask for help.

9.Don’t be afraid to say when a request is inappropriate or not helpful, but try not to close the door too quickly.

10.Celebrate what has been achieved through your business partnerships.


Read more about Corporate Volunteering.