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Jessica TeBrake Is it Important for Employees to be Aware of Their Company’s Community Giving Efforts?

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Presentation on theme: "Jessica TeBrake Is it Important for Employees to be Aware of Their Company’s Community Giving Efforts?"— Presentation transcript:

1 Jessica TeBrake Is it Important for Employees to be Aware of Their Company’s Community Giving Efforts?

2 Corporate Philanthropy Supporting the community has a sizeable impact on a company’s reputation and provides a competitive edge in the marketplace.

3 Corporate Philanthropy Are employees aware of how their company supports the community? Do employees need to know how their employers support the community ? Are employees aware of how their company supports the community? Do employees need to know how their employers support the community ?

4 Corporate Philanthropy Employees are spokespersons for their employer. The more informed they are about the company’s actions, the better they can communicate the company’s efforts. Corporations want employees to feel proud to work for a company that supports the community. Employees are spokespersons for their employer. The more informed they are about the company’s actions, the better they can communicate the company’s efforts. Corporations want employees to feel proud to work for a company that supports the community.

5 Target’s Community Giving Mission Strengthens families and communities through innovative programs and partnerships in the areas of the arts, education, and social services. Donates over $2 million each week to the communities where it does business. Strengthens families and communities through innovative programs and partnerships in the areas of the arts, education, and social services. Donates over $2 million each week to the communities where it does business.

6 Through communicating its community giving efforts, Target wants team members to: Spread the word on how it supports the community. Feel proud to be working for an organization with strong philanthropic actions. Remain loyal to the company. Through communicating its community giving efforts, Target wants team members to: Spread the word on how it supports the community. Feel proud to be working for an organization with strong philanthropic actions. Remain loyal to the company. Target Team Member Impact

7 Target communicates its community giving messages to team members in various ways: Online Print Speeches The communication vehicles vary by location. Target communicates its community giving messages to team members in various ways: Online Print Speeches The communication vehicles vary by location. Communication Vehicles

8 Determine if the current communication vehicles are effective. Measure the influence of community giving on team members. Determine if the current communication vehicles are effective. Measure the influence of community giving on team members. Research Objectives

9 Are Target team members familiar with Target’s commitment to the community? Research Question

10 Nine question online survey available to approximately 38,000 team members. 847 responded resulting in a 2% response rate. Nine question online survey available to approximately 38,000 team members. 847 responded resulting in a 2% response rate. Methodology

11 Target team member awareness of community giving initiatives and communication preferences. Target team member attitude towards community giving. Target team member awareness of community giving initiatives and communication preferences. Target team member attitude towards community giving. Research Question Categories

12 18% Very familiar 39% Familiar 37% Somewhat familiar 6% Not familiar 18% Very familiar 39% Familiar 37% Somewhat familiar 6% Not familiar How familiar are you with Target’s community giving efforts?

13 51% Very important 34% Important 13% Somewhat important 2% Not important 51% Very important 34% Important 13% Somewhat important 2% Not important How important is it for you to work for a company that gives back to the community?

14 20% Strongly agree 42% Agree 28% Neither agree nor disagree 6% Disagree 3% Strongly disagree 20% Strongly agree 42% Agree 28% Neither agree nor disagree 6% Disagree 3% Strongly disagree When choosing where to shop, it matters to me that the company supports community giving.

15 54% About right 35% Too little 54% About right 35% Too little The communication I receive regarding community giving is…

16 30% InsideTGT 29% RED magazine 30% InsideTGT 29% RED magazine How would you like to receive messages regarding community giving at Target?

17 Are Target team members familiar with Target’s commitment to the community? YES

18 Out of 847 Target team members surveyed, more than 50% are aware of Target’s commitment to the community. 85% believe that it is important to work for a company that gives back to the community; over 60% chose to shop at retailers who support community giving. Due to the uneven representation of responses across locations, results may not adequately represent the entire corporation. Out of 847 Target team members surveyed, more than 50% are aware of Target’s commitment to the community. 85% believe that it is important to work for a company that gives back to the community; over 60% chose to shop at retailers who support community giving. Due to the uneven representation of responses across locations, results may not adequately represent the entire corporation. Research Results

19 Team members are aware of Target’s philanthropic efforts. Team members find great importance in working for a company that supports the community. However, results indicate that there is a need to enhance communication on various programs throughout the organization. Team members are aware of Target’s philanthropic efforts. Team members find great importance in working for a company that supports the community. However, results indicate that there is a need to enhance communication on various programs throughout the organization. Summary of Key Findings

20 Audit existing communication vehicles for Target Store, Distribution Center, and Headquarter team members. Enhance community giving messages best suited to the location. Continue to monitor team member awareness of community giving initiatives. Audit existing communication vehicles for Target Store, Distribution Center, and Headquarter team members. Enhance community giving messages best suited to the location. Continue to monitor team member awareness of community giving initiatives. Recommendations

21 Questions?


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