Council Post: Beyond The Checkbook: Why Corporations Should Donate Their Time This Giving Tuesday

Kathy Wu Brady (she/her/hers) | Chief Operating Officer | Catchafire (New York, NY).

In recent years, the concept of giving has evolved, and it’s been particularly evident on Giving Tuesday.

Traditionally, charitable giving has been synonymous with donating money to causes we care about through campaigns and nonprofit-hosted events. Giving Tuesday takes advantage of social media and the holiday season and transforms micro moments of giving into a large-scale moment, where millions of people can feel a part of something bigger across the country. This is even as they continue to support those causes and organizations most personal to them.

Now, there’s an opportunity to further evolve the notion of giving, whether it’s individuals donating their own dollars or companies engaging their employees toward a more profound and impactful approach. It’s donating time and talent.

As the COO of a skills-based volunteering platform, I’ve witnessed firsthand how the power of skills, knowledge and time can revolutionize corporate giving, creating a win-win situation for both businesses and the causes they support. This Giving Tuesday, it’s time for corporations to go beyond the checkbook and embrace the spirit of skills-based volunteering.

The Shift From Checkbook Philanthropy To Skills-Based Volunteering

Traditional charitable donations are crucial and have made a significant difference in countless lives and communities. However, the power of skills-based volunteering lies in its ability to create sustainable and lasting change. It’s not just about giving money; it’s about giving knowledge, expertise and time, which can be even more valuable because it is so difficult to source and deploy.

Skills-based volunteering involves corporate professionals dedicating their skills and expertise to help nonprofit organizations. Whether it’s marketing, technology, HR or finance, there’s a valuable skill set within every corporation that can be used to benefit nonprofits. These skilled volunteers act as catalysts for change, transferring knowledge and capability to the organizations they serve. This approach aligns with corporate social responsibility (CSR) goals while fostering an engaged and motivated workforce.

The Benefits Of Skills-Based Volunteering On Giving Tuesday

• Impactful And Sustainable Change: When corporations empower their employees to donate their expertise, it’s like providing a nonprofit organization with a power-up button. These professionals can tackle specific challenges, advise on strategic planning, or assist with crucial projects, ultimately leading to sustainable improvements in the nonprofit’s operations.

• An Engaged Workforce: In today’s competitive job market, employees seek more than just a paycheck. They want a sense of purpose and fulfillment in their work. Encouraging employees to volunteer their skills empowers them to make a meaningful difference, which can lead to increased job satisfaction and employee retention.

• Cost-Efficiency: Donating time doesn’t mean it’s a zero-cost endeavor for corporations. However, the value-to-cost ratio in skills-based volunteering is often higher than that of purely monetary donations. Skills can be shared without a direct financial outlay, making it a cost-efficient way to support nonprofits.

• Measurable Results: Skills-based volunteering can be measured in tangible outcomes, such as improved efficiency, increased revenue or more effective outreach. Corporations can showcase their impact in a quantifiable manner, which resonates with customers and stakeholders.

• Enhanced Corporate Reputation: As businesses increasingly embrace a more holistic approach to corporate social responsibility, engaging in skills-based volunteering enhances their reputation. It demonstrates a genuine commitment to making a difference and strengthens the bond between the company and its community.

How To Get Started This Giving Tuesday

• Identify Your Skills: Begin by assessing the skills and expertise within your organization. Determine what your employees can offer to nonprofit organizations that align with your CSR goals.

• Find the Right Partners: Seek out nonprofit organizations that can benefit from your employees’ skills and are aligned with your company’s values. Establish a partnership that ensures both parties benefit.

• Support and Encourage Employee Engagement: It’s crucial to encourage and facilitate your employees’ participation in skills-based volunteering. Offer support in the form of time off, flexible schedules or resources to encourage their involvement.

• Measure and Celebrate Success: Keep track of the impact your organization is making through skills-based volunteering. Share these successes with your employees, customers and stakeholders to build trust and inspire others.

This Giving Tuesday, let’s go beyond the traditional approach to corporate philanthropy. Donating time and expertise can make a lasting and transformative difference in the lives of those in need. This approach is about more than writing a check; it’s about creating a legacy of change that resonates with both your employees and the causes you support. In doing so, corporations can redefine the meaning of giving and usher in a new era of corporate social responsibility.

It’s time to make Giving Tuesday more meaningful and more impactful for the people we care about most: our employees and the communities we serve.

Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?