New research sheds light on the positive impact of corporate charity initiatives on employee engagement.
The study, commissioned by Aqua Libra Flavour Tap, surveyed 1,000 employees working in organisations with more than 250 employees, revealing notable differences in engagement, loyalty, and workplace satisfaction between companies with and without charity programmes.
Seventy-five percent of employees in companies with charity initiatives reported feeling engaged with their employer, compared to 51 percent in organisations lacking such programmes. Furthermore, nearly two-thirds (64%) of employees at organisations with charity initiatives rated their employer as “good” at fostering engagement, contrasting with 37 percent in companies without such initiatives.
Charity Programmes, Commitment, and Retention
The research found a direct link between charity initiatives and employee loyalty. Seventy-three percent of employees in companies with charity programmes expressed a strong likelihood of staying with their current employer, compared to lower retention indicators in organisations without these initiatives.
Commitment levels were also notably higher. Sixty-five percent of employees at organisations with charity initiatives stated a willingness to go above and beyond for their employer. This compares to 41 percent of employees in companies without charity programmes who said the same.
Additionally, companies with charity initiatives saw 71 percent of employees enthusiastically recommend their workplace to friends, compared to 46 percent of employees in companies without such programmes.
Commenting on the findings Alastair Gill, employee engagement expert and Founder of Alchemy Labs, said, “How companies create value in the market is evolving. So, how we work has to adapt to keep up.
“A focus on people, both directly and indirectly, has never been more important. This research shows us that charity initiatives are no longer tick boxes but instead a critical ingredient in how we craft our workplaces for the future of work. And anything that positively affects how people feel is good for business.”
Workplace Satisfaction
Charity partnerships also influence how employees perceive their organisations. Thirty-eight percent of respondents noted that such initiatives improved their perception of their employer, while nearly one-third reported a deeper understanding of their local community. Importantly, 31 percent said they felt more connected to their organisation’s broader purpose through charity programmes.
Thirty-three percent of surveyed employees actively seek employers with meaningful charity programmes. This figure rises to 39 percent among those who have already experienced such initiatives at their workplace. Top priorities for employees include opportunities for volunteering days, charity fundraising events, and seasonal charitable activities.
Alastair Gill added, “Time spent doing charitable work pays dividends to employee engagement, and we know engagement is a huge lever for business success. With UK levels of engagement being at some of the lowest globally and with growth and innovation stagnating, it has never been more critical to take seriously the human element of how work works — that fundamental connection between wellbeing and engagement and ultimate business success.
“The fact that the research tells us that people are increasingly using wellbeing and CSR as selection criteria for where they choose to work further proves how important this link is becoming.”