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It’s no secret that corporate and individual giving plays an increasingly significant role in employee satisfaction, providing top talent with pride and a sense of purpose. As a result, many companies, including startups, are finding flexible ways to match funds, allowing people to donate in flexible ways that ignite them and their passion.
In 2023, Americans gave over $557 billion to charities from individuals, foundations, and corporations. However, according to a 2023 study from Ipsos Global Trends, 72% of consumers are concerned that in the future, governments and public services won’t look after citizens, thereby widening the large gap nonprofits must step in to fill.
Where to donate?
When the need is vast, the priorities unclear, how do people, communities, and organizations decide where to donate? I wrote about values-based philanthropy and how it is foundational to ensure impact. From the donor who shows up consistently with $20, to the recognized philanthropist changing the game, like MacKenzie Scott and Melinda French Gates, values alignment is the first step in generating trust, an intrinsic component to philanthropy.
It is also a way for companies to live their values and engage stakeholders, employees, and consumers.
For example, over the years Google employees have participated in annual flu shot campaigns. Google asked employees to donate to UNICEF when they received a flu shot, supporting UNICEF in providing routine immunizations for children outside the United States. Google matched employee donations and the campaign raised over $800,000. The funds supported programs to immunize Syrian children in Iraq, Rohingya children in Bangladesh, and Brazilian children residing in the most remote areas of the Amazon.
Google has also been a critical emergency giving partner of UNICEF. Employees have donated millions of dollars over the years through its workplace giving program to support UNICEF’s humanitarian response efforts globally.
Flexible funding
Flexible funds allow charitable organizations to more equitably allocate money where it is most needed. Yet, many partners like to have a say in where their money goes. We’ve had some partners split their support, with a percentage going to a specific emergency or program area while the rest supports flexible funding.
Baxter International Foundation, for example, has supported UNICEF’s water, sanitation, and hygiene (WASH) programming since 2020, based on the shared values around access to clean, safe water for all children. Our trust-based partnership demonstrates that leveraging cross-sectoral expertise creates meaningful community health and impact as we work toward our goal of a more equitable world for children. The Foundation’s leadership was so inspired by our vision and impact, that it approved an additional grant to our Every Child Fund in 2023, for three years of flexible funding.
Aligning philanthropic efforts with a company’s values and employee passions creates a sense of purpose, deep engagement, and retention. Innovation and competition are the fuel of the corporate sector and our partners proudly show that they are leaders in these areas.
As the need for philanthropic support continues to grow, companies can embrace and live out their values in an era where employees increasingly seek purpose-driven work environments. Companies that integrate giving into their core values and operations will likely see the greatest returns—both in employee satisfaction and societal impact.
Michele Walsh is executive vice president and chief philanthropy officer of UNICEF USA.
