Enhancing Experiences
Teambuilding Forwards Corporate Giving Goals
Philanthropic goals justify teambuilding events even when meeting budgets are down and time is tight.
As meeting budgets get sliced, the idea of organizing a teambuilding event may be the farthest task from a planner's mind. Companies continue to trim networking receptions, "thank you" dinners and even coffee breaks from agendas as they truncate programs and cram four days of meeting content into two. If a planner can't wedge a decent dinner into the meeting agenda, how can a teambuilding event pass justification muster?
If the planner's idea of teambuilding is a golf and spa outing, casino event or elaborate culinary activity, it may be tough. But if a group can tap into the corporation's strategic philanthropic efforts, the planner may clear an easier—and more effective—path to teambuilding success.
Social responsibility efforts remain an important aspect of many corporations' business strategies. In addition to "doing the right thing," companies have other motivations for giving. Among the most important, according to a 2008 report from the Committee Encouraging Corporate Philanthropy, is the ability of corporate philanthropy to engage both consumers and employees in the brand. This is often accomplished by involving these groups in programs that give back to the community, whether through retail matching programs or employee giving programs. In a difficult economy, loyal customers and hard-working employees are certainly an advantage to any corporation. And because of these ancillary benefits, the economy itself becomes just one factor in determining a corporation's rate of giving.
So how does this translate into teambuilding?
Strategic Approach—Teambuilding activities can easily become an extension of a corporation's core philanthropic efforts, according to Alan Ranzer, executive director of Impact 4 Good, an East Hanover, NJ-based teambuilding program provider that specializes in community service activities. "It's hard to go onto a corporate website right now and not find something about their philanthropic goals," he said. "We are having good conversations about what corporations really care about," whether it's free health evaluations, supporting underprivileged communities with funds for pharmaceuticals, raising money for arts education or addressing literacy concerns. "We try to match the corporation's interests with a community service activity that will support it."
Return on Investment—Companies that maintain philanthropic goals should be well aware of their returns. Employee loyalty and consumer loyalty translate into productivity and sales successes, respectively. Socially responsible teambuilding activities can do the same.
"Ask people to explain the feelings they have when they volunteer—you get some pretty warm words," said Ranzer. "To get those feelings while participating in a company-sponsored activity is pretty powerful. Employees work harder because they feel good about their employer." The same goes for consumer loyalty, he adds, noting that several clients have asked Impact 4 Good to drum up media coverage of their charitable efforts.
Alternate Budget Line—A philanthropic teambuilding activity may benefit from available funds outside of the meetings budget. This way, meeting spend can be devoted entirely to content and business objectives. But even if the planner gets the money, where will they find the time in the agenda? Some companies are incorporating the teambuilding activity into the opening session or reception, allowing the feel-good emotions to spill over to the balance of the program.
Perception—Thanks to what has become known as the "AIG Effect"—the intense scrutiny of meetings activities in an effort to excise perceived decadence—extracurricular meetings activities may be on the blacklist. But socially responsible teambuilding is likely to be exempt from this rule, implies Ranzer. "Who is going to shake his finger and say, 'no no no' when you are giving back to the community?"
Have you incorporated socially responsible teambuilding into your recent meetings? Tell us what you did and how attendees responded. Meetings ROI will share your successes and challenges..
