Zarah ChoudharyOnly one in four UK employers donate to charity, despite 63% of younger workers – aged 16 to 24 – saying it means they are more loyal, according to research from the Charities Aid Foundation (CAF).
More than half (54%) of overall employees said that working for an employer that supports charity increases their pride in working there and encourages loyalty to the company (51%).
More than half of 25 to 34-year-olds said the same (57% and 54%, respectively).
For 45 to 54-year-olds, the percentage dropped to just below half (47% and 48%, respectively).
For over-55s, only around a third of those surveyed saw a positive link.
Furthermore, 47% of those surveyed said it increases their willingness to go the extra mile for their employer.
The majority (75%) of businesses were found not to give anything to charity, whether in the form of cash, in-kind donations or employee volunteering hours.
Philippa Cornish, head of corporate clients at the Charities Aid Foundation (CAF), said: “We are seeing a growing movement towards ‘responsible business’ and charitable giving should be considered a crucial pillar of these strategies.
“Giving to charities is good for business. It offers businesses the opportunity to demonstrate their commitment to their communities as well as their staff.
“To attract and retain new generations of workers, corporate giving is not just a nice to have.
“It’s become an important consideration about whether you want to work for somebody or not, and businesses should remember this, particularly when competition for talent is high.”
The Skipton Group, which commits 1% of its pre-tax profits to charity, recently designed a giving programme.
Michaela Wright, head of sustainability at the Skipton Group, said: “We are working to tackle significant challenges aligned to housing and money.
“Our colleagues and members helped to choose which charities to support, ensuring that we’re focusing on meaningful impact across areas that are important to them.
“Our charitable giving aims to help our members and wider society overcome barriers preventing people from having a home, accessing financial advice and education, and increasing awareness and action to support making our homes warmer and more energy efficient.”
CAF suggested several tips for businesses aiming to engage employees in corporate giving.
It recommended committing to matched giving, such as matching colleague fundraisers or payroll donations, and involving employees in the decision-making process, such as voting for supported charities.
