Case Study: Employee Volunteer Program
Nature of Work
Communications Strategy
Internal Communications
Program Management
Challenge
Historically, Wendy’s made large grants and contributions to local and national charities. Following a merger and a change in management in 2008, this budget was reduced by 80 percent, severely limiting community outreach efforts.
The challenge: find a way to maintain the brand’s reputation as a good corporate citizen in our hometown with a small contribution budget. Our solution was to create and implement a employee volunteer program to increase the brand’s visibility in the community and encourage employees to get involved with local charities.
Elements of the program included an employee survey to determine interest, which charities to support, guidelines for participation and the formation of an employee community relations council to oversee the program. It would be the first time the company had a formal volunteer program that involved paid time off during work hours for employees to volunteer.
Results
Senior management endorsed the program and encouraged employees to participate. The number of participants doubled in the first two years, and some departments used the service week as a team building opportunity. Most importantly, the company was able to support local charities like LifeCare Alliance, Dublin Food Pantry and the Homeless Family Foundation while increasing visibility in their hometown.
Communications Strategy
Internal Communications
Program Management
Challenge
Historically, Wendy’s made large grants and contributions to local and national charities. Following a merger and a change in management in 2008, this budget was reduced by 80 percent, severely limiting community outreach efforts.
The challenge: find a way to maintain the brand’s reputation as a good corporate citizen in our hometown with a small contribution budget. Our solution was to create and implement a employee volunteer program to increase the brand’s visibility in the community and encourage employees to get involved with local charities.
Elements of the program included an employee survey to determine interest, which charities to support, guidelines for participation and the formation of an employee community relations council to oversee the program. It would be the first time the company had a formal volunteer program that involved paid time off during work hours for employees to volunteer.
Results
Senior management endorsed the program and encouraged employees to participate. The number of participants doubled in the first two years, and some departments used the service week as a team building opportunity. Most importantly, the company was able to support local charities like LifeCare Alliance, Dublin Food Pantry and the Homeless Family Foundation while increasing visibility in their hometown.