Introduction Page 2 · Prevention of Cruelty to Children) when Tesco adopted them as their cause....

1 PassionPeople™ © Cavi l l + C0 May 2004

PassionPeople is a registered t rademark of Cavi l l + Co

Introduction Page 2

Executive summary 4

The findings 7

The people behind the report 18

Acknowledgments 21

Australian case studies 23

Resources 29

Methodology and sample 30

© Cavill + Co, May 2004

The information contained in this report is of considerable value. It is owned by

Cavill + Co. No part may be reproduced for, or disclosed to, any external party

without the written consent of Cavill + Co.

Photocopying this report is a breach of copyright.

PassionPeople™PassionPeople™



> Conservation Volunteers

in action

Igniting the passion

I first saw the benefits of getting employees behind a cause when I worked in

London in 1990. At that time Tesco (the supermarket chain) was at the forefront

of Corporate Employee Engagement, supporting a new cause each year chosen and

driven by its employees.

I was fortunate to be working at the NSPCC (The National Society for the

Prevention of Cruelty to Children) when Tesco adopted them as their cause.

Supporting the cause motivated Tesco’s people, many of whom were part-time,

doing uninteresting work, who needed something to ignite their passion! And

ignite their passion it did – raising over 1m pounds for children.

For 14 years my own passion for Employee Engagement has been simmering,

waiting for the opportunity to present this powerful tool to Corporate Australia.

But, forever the marketer, and knowing the importance of tangible statistical

evidence, I knew that my passion alone would not be enough.

Working with Seek.com.au, Australia’s largest employment website, in the year

2001, (International Year of Volunteer), was serendipitous. Not only did Seek

involve me in developing one of the most amazing (award winning)* community

partnerships – GoVolunteer – it opened my eyes to the mind-blowing internet

technology and access to millions of employees.

So PassionPeople™ was born. An on-line survey of over 1,000 employees asking

detailed questions about the impact of employee engagement on motivation, pride

and retention.

IntroductionIntroduction



PassionPeople™

I n t r o d u c t i o n

The results are clear – getting employees involved in causes does positively impact

their sense of pride & motivation. And most importantly for companies – spending

millions on recruitment and re-training – it positively impacts employer choice

and retention.

The report follows hot on the heels of a great study by Grey Worldwide & Sweeney

called ‘Eye on Australia’. This reveals that consumer trust in Corporate Australia is

at an all time low, with consumers saying that companies are ‘greedy, selfish and

heartless’. Consumers portrait of a successful company includes 87% saying it is a

good place to work, 85% saying gives back to the community, 73% saying fights for

a cause and 70% saying cares about people first and money second. Only 57%

said has big profits, 25th on a list of 26 factors just ahead of ‘aggressive’.

Has there never been a better time for companies to adopt the Corporate

Community Engagement model? Companies that stand for something that makes a

difference to our society, will be embraced by its customers, employees and the

community.

The key is authenticity. In this marketing savvy age, authenticity rules, tokenism

offends.

This report has been a long time coming and we could not have done it without

support of the amazing people at Seek.com.au and our wonderfully supportive

sponsors - Australia Post, AMP, Optus, BHP Billiton, Tetley and ENERGEX.

Hailey Cavill

Director

Cavill + Co

For more information on Corporate Community Engagement, Cause Related

Marketing or Cavill + Co, visit www.cavill.com.au.

For more information about GoVolunteer and Seek.com.au, visit

www.seek.com.au.

* Seek was named Victorian Winner of the Prime Minister’s Business & Community

Partnerships Initiative, November 2003.

Business must be run at a profit,

else it will die. But when anyone

tries to run a business solely for

profit – then also the business

must die, for it no longer has a

reason for existence.

Henry Ford



> AMP employees in action

Support for good causes boosts corporate ability to retain and attract

good staff

Companies wanting to attract and retain good staff in an aging, shrinking

workforce can gain a competitive edge by supporting community or charitable

causes that give their staff opportunities for involvement.

The PassionPeople™ study - that looks at the relationship between a company’s

charitable commitments and the impact of this on its workforce - found that 82

per cent of respondents would rather work for a company that supported good

causes, if all other employment factors were equal.

Hailey Cavill, Managing Director of Cavill + Co, said the survey results were very

relevant for companies concerned about the bleak employment landscape that will

face Australia by 2020.

"By then, the working age population will stop growing, and there will be

insufficient people entering the workforce to meet demand. Employers will have to

find dual strategies to attract young high achievers and to retain mature workers

with essential skills.

"Companies which consult their employees about the cause they should support,

then give them opportunities to volunteer for that cause, will gain a competitive

edge over companies that have no charitable involvement,” Ms Cavill said.

"What surprised me was that this type of activity appealed across the board – all

ages and salary brackets, so it’s an excellent strategy for attracting and retaining

workers at both end of the age and salary scale. It’s also a powerful strategy for

attracting women – with 62% of women saying that a company’s reputation for

supporting causes/charities is very important for staying with a company,

compared to 37% for men".

Executive summaryExecutive summary



PassionPeople™

E x e c u t i v e s u m m a r y

‘Passion People™’ found employees strongly believed companies should support

causes and charities, with 78 per cent disagreeing with the statement that it was

not the job of businesses to involve themselves in the community.

Just over 60 per cent said they would like their company to do more to support a

cause.

Employees wanted to be involved in the choice of charities or causes their

companies supported, with 76 per cent saying they would like to be consulted. They

would most like their company to assist children’s charities (54 per cent), followed

by environmental projects (48%), local community projects (40%), youth (38%),

education (36%), animal welfare & conservation (31%) disability (28%) and

mental health (24%). Indigenous and overseas aid causes were the lowest.

Ms Cavill says "compared to the Heart & Sold consumer study of 2001, this reveals

some interesting shifts. It shows that local community is becoming a greater

priority, and with disability and mental health rising up the ladder significantly,

that indicates that employees want their company to tackle some of the harder

issues".

Ms Cavill said the variety of work offered through volunteering and the challenge

of developing new skills were also critical to workplace satisfaction.

"The survey showed that job fulfillment was far more important than salary, with

the opportunity to develop skills and the variety and content of work being the two

key reasons people would stay in their current employment or seek a new job.

"It is well documented that volunteering adds variety and interest to the working

lives of those with repetitive or mundane work. People bring new ideas back into

their organisation, and volunteering helps people become more resourceful and to

think outside the square. Charity volunteering on company time could be one of

the most effective and powerful training and development tools there is!”

Volunteering also helps engender pride in the company, as 87 per cent of

respondents said they would feel proud to work for a company that offered

significant support to causes or charities.

A company’s reputation for supporting charities can positively impact Employer of

Choice. Almost half the respondents (48%) said they would seek out employment

opportunities at a company that had a reputation for supporting causes/charities,

with 41% saying that they’d even taken a job that paid less if it provided the

chance to make a difference to the community.

Hubbards is a good corporate

citizen – the model he based his

company on considered his

employees as a valuable part of

his business.

Survey respondent



PassionPeople™

E x e c u t i v e s u m m a r y

Says Cavill: "the crippling cost of recruitment, re-training and loss of intellectual

property through staff turnover can be significantly reduced by simply involving

employees in community and cause activities – which some companies are already

supporting at a corporate level anyway".

Australian companies have a long way to go in terms of being seen as a Good

Corporate Citizen. When asked to name a Good Corporate Citizen, a significant

number could not, with the top companies being The Body Shop, McDonald’s,

Hubbards (NZ), Warehouse (NZ) and Westpac.

ANZ encourages staff to

participate in volunteer work for

charities both on work and private

time – they also pay staff for a

day’s volunteer work with the

staff members’ chosen charity

Survey respondent




in action

The findingsThe findings

Current community activity

Respondents that work for companies that sponsor special events 64%

Respondents that work for companies that donate money 60.5%

Respondents that work for companies that engage in a long term 56%

partnership with a specific cause/charity

Respondent that work for a company that is donating company 49%

products or services (known as Gifts in Kind)

Respondents being encouraged to volunteer in their own time 45%

on specific projects selected by their company

Respondents that work for a company where employees 41%

are allowed to volunteer time or specialist skills on work time

Respondents that work for a company that organises employee 29%

donations to charities via a payroll deduction

% figures have been rounded up or down. ‘other’ represented 7% of responses

which included such things as casual days, fundraisers, collection boxes, sale of

chocolates etc and food hampers for welfare charities.

When asked ‘as far as you know, does the company you work for support a cause?’

a large proportion (64%) said that their company engages in sponsoring events

followed by 60.5% who said that their company simply donates money.



Interest in volunteering

T h e f i n d i n g s

Volunteer with my workmates on work time on a specific project

we choose 77%

Interested in volunteering at an organization of my choice on work time 74%

Company matches funds raised by me and other employees 71%

for a cause/charity we choose

Interested in volunteering with workmates on work time 70%

on a specific project chosen by the company

Apply for support from a company fund, to benefit Causes/charities 59%

I am involved in

Make a regular donation via salary deduction 32%

% figures have been rounded up or down. These figures represent a combination

of ‘very interested’ and ‘interested’ responses

Hailey Cavill says:

What this reveals is that there is

a very strong interest in employee

volunteering, especially if they can

do it with their workmates on

work time and choose the project,

with the company matching the

funds raised. And yet only 41% of

respondents currently work for a

company that encourages this.

It appears that the most favoured

way for companies to engage with

causes/charities is through

sponsoring special events,

donating money and long term

partnerships. The opportunity

then for companies is to involve

their employees in their

sponsorships and partnerships,

and do more than just donate

money.

It appears that employees’ least

favoured way of of supporting a

charity/cause is through payroll

deduction with a significantly high

38% saying ‘not interested’. The

message is clear – employees

want to be involved.



Causes that employees want their company to support


Children’s charities 54%

Environmental projects 48%

Local community projects 40%

Youth projects 38%

Education 36%

Animal welfare/conservation 31%

Disability 28%

Mental health 24%

Welfare charities 21%

General healthcare 18%

Indigenous 17%

Overseas aid 14%

When asked ‘what type of causes/charities would you like your company to

support’, children’s charities ranked highest and overseas aid ranked lowest.

Hailey Cavill says:

No surprises with the top two

here. What is refreshing to see –

and is supported by other

research and anecdotal evidence –

is that people are veering towards

grass roots local community

projects and the gritty issues such

as disability and mental health.

This can be a challenge for some

companies that may believe that

addressing such issues – and

promoting this – could harm their

brand. The evidence suggests

however the opposite – that

customers & employees will

respect a company for tackling the

‘hard’ ones (especially the 18-34

market).



How employees feel about community engagement


I am a member of and/or make donations to charities/causes 77%

A company should consult its employees about what types of causes/ 76%

charities it chooses to support

I would like to be more active than I currently am in causes/charities 64%

I would like my company to do more to support causes/charities 61%

My friends would describe me as an activist 54%

I would prefer my company to make a substantial commitment to 53%

one cause/charity and stick with it

My company encourages employees to get involved with causes/charities 49%

supported by the company

I regularly spend time volunteering for causes/charities 38%

Agree Disagree

I don’t have time at work to get involved in volunteer projects 53% 25%

It is not the job of business to support causes/charities 10% 78%

I don’t spend much time thinking about social issues 11% 76

Respondents were asked to agree or disagree with these statements (‘strongly

disagree, somewhat disagree, neither agree or disagree, somewhat agree, strongly

agree). These figures represent a combination of “strongly agree” & “somewhat

agree”, unless otherwise stated.

Hailey Cavill says:

61% of respondents said they

would like their company to do

more to support causes/charities

and 53% would prefer their

company to make a substantial

commitment to one cause/charity

and stick with it. This suggests

that companies should do more,

and adopt a single focus approach

rather than the common

scattergun approach.

Employees clearly believe that

companies should support

causes/charities with 78%

disagreeing that it is not the job

of business to support

causes/charities, with exactly half

strongly disagreeing with this

statement (50%).



How it af fects ‘employer of choice’


I would feel proud to work for a company that offered significant 88%

support to causes/charities

All other factors being equal, I would rather work for a company that 83%

supported causes/charities

I would seek out employment opportunities at a company that had 48%

a reputation for supporting causes/charities

I would take a job that paid less if it provided the chance for me to make 41%

a difference to the community

I would recommend my employer as a great place to work 35.5%

Respondents were asked to agree or disagree with these statements (strongly

disagree, somewhat disagree, neither agree or disagree, somewhat agree, strongly

agree). These figures represent a combination of “strongly agree” & “somewhat

agree”, unless otherwise stated.

Hailey Cavill says:

This confirms that support of

charities/causes significantly

impacts an employees’ sense of

pride. It also shows that support

of charities can impact employer

of choice with almost half saying

that they would actively seek out

a company with a reputation for

supporting causes/charities. This

strongly argues that companies

should promote the good work

that they are doing, especially on

their website which is a great

source of information for

employees when seeking

employment.

A massive 41% said they’d be

willing to earn less if their job

provided the chance to make a

difference – confirming that

fulfillment is more important than

money to over a third of

employees (only 16% strongly

disagreed).

The crippling cost of recruitment,

re-training and loss of IP through

turnover can be significantly

reduced by simply involving

employees in community and

cause activities – which some

companies are already supporting

at a corporate level anyway.



Factors that are important in making people WORK for a company


Opportunity to develop skills 96%

Variety and content of work 96%

Quality of management 96%

Company rep as a good employer 96%

Career path offers good prospects 94%

Salary 94%

Job security 90%

Job location 90%

Family friendly policies 79%

Company rep for environmental responsibility 70%

Company rep for supporting charities 57%

Opportunity to make a difference through supporting charities 53%

Respondents were asked to state the importance of factors that made them (want

to) work for a company (not important, neither important or unimportant,

important, very important). These figures represent a combination of ‘important’ &

‘very important’.

It is interesting to note that developing new skills, good prospects, variety & content

of work again rate higher than salary.

Virgin Blue seem to have a fun

attitude to their work and their

staff, we spend 2/3rds of our

waking lives at work, it needs to

be enjoyable and fulfilling.

Survey respondent



Factors that are important in making people STAY with their employer


Opportunity to develop skills 94%

Career path offers good prospects 94%

Variety and content of work 93%

Quality of management 92%

Salary 91.5%

Company rep as a good employer 87%

Job security 87%

Job location 86%

Family friendly policies 77%

Company rep for environmental responsibility 68%

Company rep for supporting charities 55%

Opportunity to make a difference through supporting charities 51%

Respondents were asked to state the importance of factors that made them stay

with their employer (not important, neither important or unimportant, important,

very important). These figures represent a combination of ‘important’ & ‘very

important’.

It is interesting to note that again developing new skills, good prospects, variety &

content of work rate higher than salary.

62% of women cited ‘company reputation for supporting charities’ as a reason for

staying with the company, versus 37% of men.

Hailey Cavill says:

Job fulfillment is far more

important than salary, with the

opportunity to develop skills and

the variety and content of work

being key reasons people would

stay in their current employment

or seek a new job.

It’s well documented that

volunteering adds variety and

interest to the work day. People

bring new ideas back into their

organization, and volunteering

helps people become more

resourceful and to think outside

the square. Charity volunteering

on work time could be one of the

most effective and powerful

training and development tools

there is!



Motivation to volunteer for a cause/charity


I could make a visible difference to others’ lives 86%

I could learn new skills and/or gain valuable experience that 86%

would help my job prospects

I could volunteer on work time 72%

The volunteer activities were fun & interesting 69%

I could do something different to my usual job 59%

Lots of my workmates were involved 48%

I were publicly acknowledged for my contribution 19%

Respondents were asked what their motivation was (to volunteer for a

cause/charity) and were asked to rate statements as important or not important

(not important, neither important or unimportant, important and very important).

These figures represent a combination of ‘’very important’ and’ important.’

Hailey Cavill says:

Making a difference and learning

new skills were equal in terms of

motivation, far more important

than acknowledgment, so again

this confirms that a company that

encourages its employees to

volunteer for causes, will have a

better chance at retaining its staff.



Commitment to current company


Very committed 25%

Committed 41%

Not committed 11%

Expect to stay less than a year 22%

Expect to stay 1-2 years 17%

Expect to stay more than 2 up to 5 19%

5 years + 26%

Respondents were asked how they would describe their level of commitment to their

current employer and how long they expected to stay. 24% were ‘neutral’ about

their commitment and 18% ‘didn’t know’ regarding their length of stay.

Awareness of good corporate citizens

The Body Shop, McDonald’s, Hubbards (NZ), Warehouse (NZ) and Westpac were

the most frequently named companies, followed by Telstra, Vodafone, ANZ and Visy.

What is most revealing is that only 178 people actually named a company that

they consider to be a good corporate citizen. Only 532 people actually responded

to this question from a filtered sample of 710*. This does not necessarily mean that

they could not name a company. The fact that the question was at the end of the

survey and was ‘open-ended’ may have had some impact (ie questionnaire

fatigue).

* Note: responses from sponsor employees – BHP Billiton, Optus, ENERGEX and

AMP – were removed in order to obtain an un-biased result.

Hailey Cavill says:

What is most interesting about

this finding is if you look at the

handful of companies that came

up strongly. They have all been

doing community engagement for

quite some time and an

assessment of their website and

activities indicates that community

engagement is an intrinsic part of

their culture and values. This

suggests that a long term and

genuine commitment to

community activity will eventually

be recognized by the general

public.



A deeper probe


Some interesting and useful insights were revealed from further analysing

responses to certain questions.

Depending on the question respondents were asked to rate their level of agreement

or disagreement to specified statements; rate certain aspects from not important to

very important; or indicate their level of interest in participating in specified

activities.

Feeling proud

• People who think that company reputation for supporting cause / charity is

important are more likely to feel proud to work for a company that supports

cause / charity.

81% of people who thought that company reputation for supporting a

cause/charity was a ‘very important’ factor in making them stay with their current

employer, ‘strongly agree’ that they would feel proud to work for a company that

offers significant support to a cause / charity. This is a lot higher than the average

number of people who agreed to this statement (61%).

• People who would feel proud to work for a company that offers significant

support to a cause / charity are more committed to their employers than the

overall sample, indicating that there is a relationship between company

commitment and feeling proud to work for a company that supports causes.

Out of those people who strongly agree that they would feel proud to work for a

company that offers significant support to a cause / charity, 28% described

themselves as very committed to their company. However, out of the whole sample,

only 11% described themselves as being very committed.

• Similarly, people who indicated they disagree that they would feel proud to

work for a company that offers significant support to a cause / charity are more

likely to switch jobs.

Out of the people who somewhat or strongly disagreed that they would feel proud

to work for a company that offers significant support to a cause / charity, more

than half (54%) indicated they are likely to stay in their jobs for less than a year,

while less than a quarter (22%) of those that disagreed said they would stay in

their jobs more than five years.

Reputation, reputation, reputation

– the one immortal part of man.

Othello



A deeper probe


The importance of charity / causes support and demographics

• Supporting causes and charities is more appealing to women. 62% of women

said that a company’s reputation for supporting causes / charities is very

important to them to stay with a company, compared to 37% for men.

Similarly, 55% of women, compared to 39% of men, indicated that all other

factors being equal they would rather work for a company that supported causes /

charities. (6% did not respond)

Generally there is no correlation between the income levels and thinking that

company reputation for causes / charities is an important motivating factor that

would make people stay with the current employer.

Similarly, age also makes no difference in thinking that company reputation for

causes / charities would be an important motivating factor that would make people

stay, or want to work for a particular company.



> Hailey Cavill

The people behindthe report

Cavill + Co

Cavill + Co is a leading Australian consultancy specializing in Corporate

Community Engagement and Cause Related Marketing.

The team of experts – who in 8 years have helped to develop and launch 23

corporate-cause partnerships – is led by Hailey Cavill, Founder and Managing

Director.

Cavill + Co’s services include advising corporates in employee engagement

(PassionPeople™ process), Cause Related Marketing (HeartSmart™ process and

HeartWise) and re-aligning a company’s community engagement program to

support strategy and brand (WholeHeart process). Our philosophy is that if a

company can partner with a cause to achieve both business and social outcomes,

then everyone wins.

For not for profits we provide advice and experiential training workshops, to

empower the sector to engage with corporates for mutual benefit.

Cavill + Co is not a research company. We initiate research studies such as

PassionPeople™ to understand the market so that we can provide credible advice to

our clients. We also conduct research to demonstrate credible and proven bottom

line benefits to corporate Australia.

Our previous research studies include consumer study Heart & Sold (2001),

corporate study Cause & Effective (1999) and the benchmark consumer study

The New Bottom Line in 1997.

The people behindthe report



Cavill + Co

T h e p e o p l e b e h i n d t h e r e p o r t

Our website – www.cavill.com.au – is considered to be one of the world’s most

useful and expansive resources for CCE and CRM. We invite you to contribute to it

and make use of it.

Cavill + Co

Telephone 03 9676 9127

Fax 03 9676 9139

www.cavill.com.au

[email protected]

Tell me – I forget

Show me – I remember

Involve me – I understand

Confucius 551 - 479BC



SEEK Ltd

T h e p e o p l e b e h i n d t h e r e p o r t

seek.com.au

seek.com.au, launched in March 1998, is Australia’s leading employment website,

attracting over 1.21 million unique visitors to the site each month. The number of

people visiting SEEK is roughly equivalent to 10-12 per cent of the Australian

workforce, contributing to SEEK’s site reach of more than 60 per cent of the online

job seeker market. On average SEEK has over 65,000 job vacancies listed at any

one time.

SEEK regularly conducts quantitative and qualitative research into the attitudes of

employment advertisers and job seekers. Previous research studies include the

annual SEEK Survey of Employee Satisfaction and Motivation in Australia.

Now one of the best-known Internet brands in Australia, SEEK employs over 110

staff throughout Australia and New Zealand. In 2003, SEEK was ranked as one of

Australia’s fastest growing companies according to the BRW Fast 100 index. SEEK

achieved this position by averaging turnover growth of 227 per cent per annum

during the past three years.

In 2003 SEEK also received a special commendation award in the Best Employers

to Work for in Australia survey conducted by Hewitt Associates. SEEK was also a

National Finalist in the PM’s Awards for Excellence in Community Business

Partnerships, and Finalist in the Australian Financial Review magazine Corporate

Partnership Award 2004.

SEEK Ltd


Facsimile 03 9510 7244

www. seek.com.au

[email protected]

If you think you’re just too small

or insignificant to make an impact,

you’ve obviously never slept with

a mosquito.

Anita Roddick




in action

Cavill + Co would like to give a passionate thanks to these organizations and

people, who have so generously given their insight, intelligence, creativity, time

and investment to make this report possible.

Sponsors

AcknowledgmentsAcknowledgments



PassionPeople™

A c k n o w l e d g m e n t s

And the people with passion who made this possible

Rachel Rose, Seek.com.au

Ana Zatezalo, Seek.com.au

Katie May, Seek.com.au

Helen Liondos and Joanna Rosenbrook, AMP

Linda Giddy, formerly Australia Post

Jo Thompson, ENERGEX

David Mould, Tetley

Jann Kohlman, Optus

Melinda Buckland, BHP Billiton

Roy Endacott, Endacott Associates

Mary Winter, Grey Worldwide

Zan Shadbolt, Zebra Design

Jim Tracy

Robyn Lewis

Pam Kershaw

David Albert

Greg Shoemark

Emma Liepa

Lisa Kingman

Tyrone Jaspers

And all the people that took the time to complete this survey.

Thank you

Photo credits

Photographs courtesy of Conservation Volunteers, Seek, AMP and Optus

Front cover illustration by Matt Gardiner, Telephone 0415 968 691

Hailey Cavill photograph page 18 by Simon Schluter

Profitability is a necessary

condition for existence & a means

to more important ends, but it is

not the end in itself. Profit is like

oxygen, food, water & blood for

the body – they are not the point

of life, but without them, there is

no life.

J Collins & J Porras ‘build to last’



> Seek employees in action

Australian casestudies

Company: SEEK.com.au

Cause category: Volunteering

Cause partner/cause supported: Volunteering Australia

How we support the cause

4 years ago initiated, in partnership with Boston Consulting Group and

Volunteering Australia, new on-line volunteering website SEEK Volunteer/Go

Volunteer. This website attracts over 5,000 potential volunteers per week. Over

3,000 not for profit groups advertise volunteer positions on the SEEK Volunteer/Go

Volunteer website. This partnership was Victorian Winner of the Prime Minister’s

Business & Community Partnerships initiative (November 2003).

In addition, SEEK run promotions on the website each month promoting a

particular fundraising event – such as World’s Greatest Shave for a Cure (The

Leukaemia Foundation), 40-Hour Famine (World Vision), Red Shield Appeal (The

Salvos) and Blood Bank Appeal (The Australian Red Cross).

Australian casestudies



Seek.com.au

A u s t r a l i a n c a s e s t u d i e s

What our staff do

• Majority of SEEK technical staff update and develop the SEEK Volunteer website

in their own time (we call this ‘magic’ time)

• Many staff support fundraising events as featured on the website such as The

Leukaemia Foundation’s ‘Shave for a Cure’ and Cancer Council’s ‘Daffodil

Day’ by becoming involved (shaving heads, selling merchandise etc)

• SEEK Marketing staff promote the website and work to maximize the number of

both volunteers and non-profit organizations visiting (it is FREE for all)

What impact has this had on motivation/other benefits

SEEK was ‘highly commended’ in the Hewitt Associates Best Employer of 2003 and

awarded the Best Employer of 2003 for Victoria. Anecdotal evidence suggests that

the company’s support of SEEK Volunteer and the involvement of employees in

numerous community based initiatives – with the full support of SEEK

management – contributes to the employees’ sense of teamwork, pride, variety and

sense of purpose.

Other information

Refer to: www.cavill.com.au/CRM/CRMinAction/SEEK.html for case study

Refer to: www.govolunteer.com.au and www.SEEK.com.au

Contact

Katie May

Marketing Director, SEEK Ltd.


[email protected]

> Seek employees in action



Optus


Company: Optus

Cause category: Children

Cause partner/cause supported: Kids Help Line

How we support the cause

Optus provide cash, value in kind, as well as business and technical expertise to

Kids Help Line.

We run Cause Related Marketing programs with Kids Help Line for Child

Protection Week. Optus ran an integrated campaign featuring Kids Help Line’s

Ambassador Kylie Minogue across TV, Press, Radio, online, bus interiors and

Eyelites.

The campaign – ‘Call for Kids’ raised $500,000 for Kids Help Line during Child

Protection week by donating revenue from calls made by Optus customers during

the week. ‘Call for Kids’ was also promoted through all Optus customer

communications (eg bill messages and customers newsletters) and in Optus

prepaid bundles.

In 2001 and 2002 Optus staff participated in the KHL annual Radiothon. We

provided the call centre, and over 230 volunteers to work at the call centre. The

Radiothon raised $750,000 in 2002. Optus also provide personalities from our

sporting sponsorships to make appearances at the Radiothon.

What our staff do

Over 230 staff volunteered in their own time to answer the phones at the call

centre for the Radiothon.

Other points to note:

• Select Optus staff were trained as Radiothon Call Centre leaders.

• These people were selected from our “Leaders of Tomorrow” staff development

program. It enabled them to get involved in a leadership activity outside of their

normal work environment.

• The Leaders were then responsible for training the rest of the Optus Volunteers.

> Kids Help Line campaign



Optus


What impact has this had on motivation/other benefits

All feedback from staff who participated was very positive.

We had more volunteers than the call centre could accommodate — so we sent

some staff to a Sydney Swans AFL football game and they did bucket donation

collections from there. Other staff collected monies at the Kylie Minogue concerts in

Sydney and Melbourne.

Over 90 per cent of respondents of Optus staff responding to Passion People survey

feel proud to work for a company that offers support to causes/charities.

Other information

Employee quote:

“ I enjoyed the Radiothon immensely, the atmosphere was vibrant and exciting

and the celebrities that came along made the day fun as they were all very nice

and willing to help on the phones. The highlights for me were taking to the people

that donate and made pledges.”

“I took my fiancé along this year and we had a blast. I would love to bring more

of my work colleagues next year, I feel that we can make the difference”

Contact:

Simone Bergholcs

Optus Corporate Affairs

Telephone 02 93427850

[email protected]

> Optus employees in action



AMP


Community Investment Programs

AMP Foundation encourages and supports the community involvement of our

people through:

1 AMP Community Fundraising Program

AMP financial planners support their local community through fundraising, and

AMP Foundation matches, dollar for dollar, money they actively raise for charities

(up to $10,000 per event). Since the program was launched in 2002, AMP

financial planners have been involved in events that have raised more than $3.5

million.

2 Volunteering AMP Program

Over 1000 AMP employees take part in the AMP Volunteering Progam every year,

by donating their time/skills or by fundraising.

AMP employee cycles around Australia for charity

On Sunday March 28, AMP employee Ann Pearson and her husband Ross started

to cycle 18,000 kilometres around Australia to raise awareness for the Stroke

Foundation.

This is an extraordinary journey because three years ago Ross suffered a stroke,

which he was not expected to survive.

AMP Foundation donated $10,000 to the Stroke Foundation in recognition of Ann

and Ross’s vision and commitment.

Ann took a year off work at AMP and the Parramatta couple plan to return to

their hometown in March 2005.

> AMP employee Ann Pearson

and husband in action



AMP


AMP employees go bald for a cure

AMP has been involved in the Leukaemia Foundation’s World’s Greatest Shave for

a Cure (WGS) for the past five years, by organising ‘staff shaves’. Last year, AMP

employees, financial planners and AMP shopping centers, raised a combined

$97,508 for WGS.

AMP employees help Green Up Australia

Planet Ark’s National Tree Day is one of Australia’s most popular community

events and plays an important role in raising awareness of environmental issues

and providing practical solutions. In 2003, approximately 449 AMP financial

planners and employees, as well as their families and friends volunteered their

time to plant trees for National Tree Day.

Contact

Joanna Rosenbrook

AMP


[email protected]





Resources

The following organizations and websites are great resources for corporates and

not for profits wishing to engage in Corporate Community Engagement and

Employee Engagement:

www.cavill.com.au

www.seek.com.au

www.volunteer.com.au

www.govolunteer.com.au

www.volunteeringaustralia.org

www.goodcompany.com.au

www.goodcompany.com

www.vds.org.uk

www.wesleymission.org.au/volunteer

www.conservationvolunteers.com.au

www.bitc.org.uk

www.ourcommunity.com.au

www.partnerships.gov.au

www.bsr.org

www.facs.gov.au/vseg2004

Resources




in action

Methodology &sample

Sample source

Respondents to survey on Seek.com.au site from 5-9 April 2004

Employees from survey sponsors BHP Billiton, Optus, ENERGEX and AMP

Sample

Filtered responses* 1,114

Total unfiltered respondents to survey on Seek.com.au 2,433

* removing those respondents who did not complete the survey or were self

employed, employed by a company with less than 10 employees, worked for a not

for profit or lived outside Australia/NZ

Geography

Live in Australia 82%

Live in New Zealand 15%

Employment status

Employed 85%

Studying 5%

Not employed 11%

Methodology &sample



PassionPeople™

M e t h o d o l o g y & s a m p l e

Type of employer

23% work for a company that employs less than 100 employees, 6% 100-500

employees, 8% 5001-1000 employees and 53% 1000+

Age

18-24 13%

25-39 53%

40-54 29%

55-65 4%

Gender

Female 55%

Male 45%

Education

Diploma/cert level 31%

Degree 28%

Secondary School 15%

Post grad Dip or Cert 14%

Masters/doctorate 12%

Annual salary level

Earn less than $15,000 6%

Earn $15 - 29,999 9%

Earn $30 - 49,999 29%

Earn $50 - 69,000 29.5%

Earn $70,000 - $124,000 27%

Earn $125,000+ 7.5%

The Body Shop were trying to be

a good corporate citizen before

people like me became a

marketing demographic

Survey respondent



PassionPeople™

M e t h o d o l o g y & s a m p l e

Industry sector

Evenly spread across 20 industry categories higher in

IT/Technical 17%

Admin/customer service 11%

Financial/banking/insurance 11%

Methodology

Questionnaire compiled by Seek’s senior research team with input from Cavill + Co

and sponsors.

Analysis conducted by Seek’s senior research team:

Rachel Rose

Seek’s Communication Manager. Rachel has an MA (Communications) and a

Grad Dip (Public Relations) from RMIT. She lectured in strategic planning and

applied research methods in RMIT’s MA (Virtual Communication) program for

several years. She oversees SEEK’s wide-ranging market research program and has

a keen interest in the application of emerging online research tools.

Ana Zatezalo

Seek’s Market Research Coordinator, Ana has a MCom (Marketing Management)

from University of Otago in New Zealand and a BCA with Honours (Marketing)

from Victoria University of Wellington in New Zealand. Ana is Seek’s primary

research analyst. Previous to her role with Seek, Ana worked for the Australian

Centre for Retail Studies at Monash University, where she conducted research,

analysis and presented at seminars and conferences.

Companies that do not start

making efforts in this area will

find increasing pressure from

investors. If you are prepared to

take large profits from a society

you better put something

substantial back. The cynical

corporate view of profit at all

costs is morally corrupt and

recognized increasingly so by

investors.

Survey respondent

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