Industry
Nonprofit/Charity
Summary
Workplace Givers is a UNICEF workplace giving and volunteering offering. The program provides a streamlined, scalable approach for businesses to integrate workplace giving into their corporate culture effectively. Through the Workplace Givers program, UNICEF Australia has shifted the perception that UNICEF was only associated with emergencies, this new program allows UNICEF to grow its current offering and increase awareness and capacity of workplace giving.
Success Factors
Innovative design thinking and collaborating on the solution with the people who would be signing up to the program - employees and employers.
About UNICEF Australia
UNICEF Australia is an Australian charity with a global footprint, supporting UNICEF’s global ambition to ensure every child in need is healthy, educated and safe. As a charity registered with the Australian Charities and Not-for-Profit Commission (ACNC), UNICEF raises funds for UNICEF’s development and emergency work.The Challenge
UNICEF Australia faced an uphill battle with low employee awareness and understanding of workplace giving, compounded by a lack of strategic engagement in their existing program. Additionally, they aimed to reposition themselves from being seen solely as an emergency relief organisation to a holistic workplace giving facilitator. In addition, they needed to offer meaningful volunteering opportunities and establish themselves as the premier choice for workplace giving solutions.
The Solution
By using innovative design thinking principles, grounded in research and co-designed by the very people that would be signing up to the program – employees and employers –UNICEF Australia introduced Workplace Givers.
Workplace Givers is a UNICEF first product that is a unique workplace giving and volunteering offering. The program provides a streamlined, scalable approach for businesses to integrate workplace giving into their corporate culture effectively. Two key features include
- Comprehensive offering: that clearly articulates the value of sign up to an individual and to the employee with downloadable brochures, asset pack and content calendar.
- Ease and Scalability: Designed for easy implementation, Workplace Givers can be adapted to various organisational sizes and structures.
The implementation of the program was supported by a paid and organic media, via a direct eDM to existing corporate partners and incorporated in all new business pitches.
Companies like Howatson + Co who participated in the innovation method and were so inspired by the workplace giving program, chose to launch their own program exclusively choosing UNICEF Australia to channel their donation support. Howatson + Co also dedicated their pro bono support to developing and designing the Workplace Givers program.
To support their program participation, Howatson + Co particularly were provided monthly reports from UNICEF which they highly valued, these highlighting the impact of their donations and the difference they were making in Australian initiatives.
The Results
The launch of Workplace Givers yielded significant success, in combination with the existing program and high engagement levels led to a revenue achievement of $528,257 by the end of July and a 14% increase in recurring donations. Additionally, UNICEF secured five new corporate sign-ups and achieved 186,155 social media impressions. These metrics underscore the transformational change and impact Workplace Givers, in addition to the existing program, brought to corporate partners, driving organisational efficiencies, learning opportunities, and community impact.
This innovation has not only created impact for UNICEF Australia, it has had a positive impact on workplace giving in Australia, with UNICEF leading the way for charities to speak to their wider donor bases about increasing their donations through giving at work.
