How can we engage home based workers in charitable giving?

Engaging Home-Based Employees with Fundraising.

Before the COVID-19 pandemic, approximately 5% of the UK workforce was primarily home-based. This figure has surged dramatically, with recent data indicating that around 25% of UK workers now work from home most of the time. This shift necessitates new approaches to maintaining employee engagement and participation in corporate initiatives, including charitable giving.

Motivating home workers to give to charity differs from motivating office-based workers due to the nature of their work environments, communication preferences, and levels of social engagement.

Key Differences Home Based Workers vs Office Workers:

Physical Presence & Social Environment:

Office Workers: Interact face-to-face with colleagues and managers, often experiencing group dynamics and social pressures that can influence giving.

Home Workers: Operate in a more isolated environment, where communication is digital, and they may lack the same sense of collective effort seen in a physical office.

Attention & Distractions:

Office Workers: Are often exposed to physical reminders like posters, team meetings, or charity events at the office, which keep the idea of giving top of mind.

Home Workers: May face different distractions (e.g., household chores, family responsibilities), so communication needs to be more direct, personalised and digitally engaging to capture attention.

Workplace Culture & Engagement:

Office Workers: Can participate in office-wide initiatives such as charity bake sales, dress-down days, or donation drives, fostering a group spirit.

Home Workers: Miss out on such in-person activities, requiring tailored virtual campaigns or opportunities for individual action.

Technology & Communication Tools:

Office Workers: Can rely on face-to-face interactions and posters etc, with email and intranet as supplementary tools.

Home Workers: Depend heavily on digital communication platforms (email, instant messaging, video calls), making these the primary channels to engage them in charitable giving.

Engagement Tools for Home Based Workers:

So how can we engage, motivate and encourage home workers to take part in company fundraising initiatives?

Leverage Technology and Communication Tools

Use your virtual meeting platforms, internal social networks, and company intranets to promote giving programs. Don’t just remind people of the what, tell them the why. Remind them of the projects your charities are delivering and the essential role fundraising plays.

Incorporate Charitable Giving into Onboarding and Training

This is key, establish charitable giving as part of the culture of the company. Introduce new joiners to all the ways your organisation supports charities during their onboarding process. Explain the benefits and impact of supporting charities, why your company supports the charities it does and most importantly give them an easy way to  sign-up. Highlighting the real-world impact of their contributions can motivate others to join.

Create Incentives and Recognition Programs

Offer incentives such as matching donations or providing additional leave for employees who participate in giving programs. People like personal stories so highlight the experiences of team members that are taking part in giving and individuals that are directly benefiting from the donations at the charity.

Ensure Sign Up is Clearly Signposted and Quick.

Sounds obvious but I have seen organisations that send out the clearest communications about giving only to make it hard for people to sign up. The more steps to sign up, the more data you ask people to give, the more people get bored and leave the process. Also make it clear how people can stop donating as this makes people feel safer about donating in the first place.

Successful Homebased Focused Fundraisers:

The best examples of engaging staff in fundraising at home probably happened during the pandemic when many of us were at home. During the pandemic, many companies adapted their workplace fundraising efforts to a virtual environment, leveraging creativity and technology to engage employees and support charities. Here are some successful charity workplace fundraisers that were run during the pandemic:

Virtual Charity Runs and Walks

• Example: PwC
  PwC employees took part in a virtual charity run called “The Big Walk,” where participants set their own walking or running goals and tracked their progress via an app. Each employee could log their miles at their convenience, and the company pledged to donate based on the total distance covered. Employees shared their progress on social media, creating a sense of community despite being remote.
• Why it worked: It encouraged physical activity, boosted mental health, and fostered camaraderie—all while supporting a cause.

Online Auctions and Raffles

• Example: Accenture
  Accenture ran an online auction where employees donated items or services (such as a virtual yoga class or homemade crafts). Colleagues could bid on these items, with all proceeds going to a chosen charity. This interactive format created excitement and friendly competition among employees.
• Why it worked: The auction was easy to run virtually, and it allowed employees to feel personally involved by contributing something unique.

Work from Home Dress-Up/Down Days

• Example: Salesforce
  Salesforce embraced “Dress Up/Down Fridays” where employees donated to charity in exchange for the chance to participate in themed virtual dress-up days (like Pyjama Day, Costume Day, or Crazy Hat Day). Employees shared photos on Slack or during virtual meetings, and the best-dressed were awarded prizes.
• Why it worked: It brought a light-hearted element to remote work, kept employees engaged, and was a simple, low-effort way to raise funds.

Step Challenges with Donation Matching

• Example: Unilever
  Unilever launched a step-count challenge where employees used fitness apps to track their daily steps. For every milestone reached by an employee, the company donated a set amount to charity. Employees formed teams and competed to walk the most steps, with Unilever matching donations up to a certain limit.
• Why it worked: It encouraged healthy habits and team spirit, and the donation matching incentivised participation.

Virtual Bake-Off Competitions

• Example: Microsoft
  Microsoft ran a “Virtual Bake-Off” where employees baked at home, shared their creations online via photos and videos, and other employees could donate to vote for their favourite. The event culminated in a virtual show where a celebrity chef judged the final bakes.
• Why it worked: Baking became a popular lockdown hobby, and this event leveraged that trend while fostering friendly competition and raising money.

Charity Gaming Tournaments

• Example: Ubisoft
  Ubisoft organised a virtual gaming tournament where employees competed in popular online games like “Rocket League” or “Among Us.” To participate, employees donated an entry fee, and all proceeds went to charity. The event was streamed on Twitch, allowing other employees to tune in and cheer for their colleagues.
• Why it worked: Gaming surged during the pandemic, and this initiative catered to the interests of a large portion of the workforce, encouraging both engagement and charitable giving.

Conclusion

Incorporating charitable giving into the lives of home-based workers isn’t just possible—it’s essential for keeping them connected to the company’s mission and culture. As seen during the pandemic, virtual fundraisers can be just as impactful and engaging as in-person events. By offering clear, accessible opportunities to participate, organisations can ensure that home-based workers feel empowered to contribute, creating a lasting culture of generosity across the entire workforce.