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Westpac Group are leading the way in workplace giving with 'Double The Good'

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Industry

Financial Services

Summary

Westpac relaunched a long standing workplace giving program as #DoubleTheGood which led to a 16% increase in employee participation within the first year, enhanced alignment with the bank's strategic focus areas, and stronger relationships with charity partners.

Success Factors

A dedicated strategic review addressing many stakeholders requirements, resulting in the inclusion of employee choice in core focus areas that enables more focused impact while supporting peoples passions.

www.westpac.com.au
16%
Increase in Employee Participation
$5M
Total Donations Facilitated
3,010
Total Unique Donors
$2.5M
Matched Donations

As Australia’s oldest bank, Westpac and its employees have a strong history of giving extending back to 1879. We are so proud of our people for this year working together to come up with a revised program that aligns with both our company’s strategic purpose – and the passions of our people. Our people have responded so well to the ‘Matchy Matchy’ theme and we are all looking forward to getting more involved in the ongoing promotion and support of this program.

Emily Gatt

GM Corporate Affairs and Community, Westpac Group

Congratulations on an absolutely fantastic launch. So great to connect with the vast network of engaged and enthusiastic Westpac staff, other charities and of course yourselves over the past few weeks. You’ve set the bar high and we very much appreciate being a part of these meaningful activities! Your WPG programme is exemplary and I can't wait to see how UNICEF and Westpac continue to create impact for children together over time.

Sarah Shotunde

Representative, UNICEF

Westpac have been generous supporters of Cancer Council’s Daffodil Day for 5 years, providing a team of volunteers to sell daffodils to the South Australian community each year. They also encourage their staff to take part in workplace giving, with every donation matched by Westpac – doubling their impact. Our work is only possible because of generous support from everyday Australians, and iconic Australian organisations like Westpac.

Mireille Donnarumma

Representative, Cancer Council

Westpac 1

About Westpac Group

Westpac Group is Australia's oldest bank, with a longstanding history of social investment and community support dating back to 1879.

The Challenge

Westpac Group faced a significant challenge despite its 20-year history of workplace giving. Employee participation in the programme had been on a steady decline, and there was a noticeable misalignment between the bank's philanthropic goals and the interests of its employees. The primary challenge was to rejuvenate the workplace giving programme to revive engagement, reduce risks, and ensure that the initiative aligned with both the company's strategic objectives and the passions of its employees.

The Solution

To address these challenges, Westpac re-launched its workplace giving programme under the new banner of #DoubleTheGood, affectionately known as 'Matchy Matchy'. This revamped initiative, moved from an open choice model to a hybrid model, enabling employees to make matched donations via payroll to more than 150 charities (aligned to Westpac's five key focus areas) - doubling the impact of each donation. Employees could also make pre-tax payroll donations (unmatched) to any other charity of their choice. The decision to re-launch the programme was driven by feedback from employees and the need to align more closely with the bank's strategic priorities. 

The sign up process was simplified with two easy options, a single sign in to access the giving platform via the intranet and sign up with a few clicks from their work mobile device through a new functionality in the workplace mobile app. 

The program launch was supported by a strong communications plan and multi-pronged strategy including, a leader-led launch, influential executive Program Sponsors and creative campaign that was delivered across the business. 

Peter King, CEO of Westpac, remarked, "For the past 207 years we’ve been making a difference for customers and the communities we operate in, and I’m pleased we’re still advocating for change today. This includes the launch of a new workplace giving programme – #DoubleTheGood – where Westpac will match donations to more than 150 Australian charities in areas many of you said are important to you."

The programme was designed to be comprehensive and unique to the needs of the business and its people, ensuring a strong alignment with the bank's overall strategy.

The Results

The re-launch of the #DoubleTheGood program yielded positive results within the first year. Employee participation in the programme increased by 16%, showcasing a renewed enthusiasm among staff. The programme facilitated a total of $5 million in donations, with $2.5 million matched by Westpac, benefiting more than 150 Australian charities. The number of unique donors reached 3,010, reflecting the programme's wide-reaching impact. 

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