Corporate giving today should be about about creating meaningful opportunities for employees to make a difference while developing professionally.
The dawn breaks over Pikes Peak as 10 amateur climbers begin their ascent. Their mission extends far beyond the 14,115-foot summit – they’re climbing to bring clean water to communities in need. This isn’t a typical corporate giving initiative, but that’s precisely the point.
The revival of our firm’s “Climb for Water” program, which pairs challenging mountain expeditions with fundraising for water infrastructure projects, illustrates a broader truth about corporate giving in 2024: The most impactful philanthropic initiatives often arise when companies align their professional expertise with much more creative approaches to addressing global challenges.
The evolution of corporate giving. Traditional corporate philanthropy – annual checks and scheduled volunteer days – remains valuable. However, today’s workforce, particularly younger professionals, seeks deeper engagement. According to Deloitte’s 2023 Gen Z and Millennial Survey, 86 percent of millennials believe business success should be measured by more than just financial performance, with social impact playing a crucial role.
The AEC industry is experiencing a significant demographic shift. The National Society of Professional Engineers reports that approximately 40 percent of engineers are now under 40, bringing fresh perspectives on corporate social responsibility. These emerging professionals aren’t just looking for employers who give – they’re seeking organizations that create meaningful opportunities for personal involvement in social impact. When word spread that Climb for Water had been revived, interest took off and we had to put a cap on how many could participate.
The multiplier effect of creative giving. When companies develop innovative giving programs that leverage their unique strengths and talents, they create multiple layers of impact:
- Direct community benefit. Our recent Pikes Peak climb raised thousands for Water Mission, a non-profit engineering organization headquartered in Charleston, South Carolina. Their organization designs, builds, and implements safe water, sanitation, and hygiene solutions for people in developing countries and disaster areas.
- Employee engagement. According to Gallop, employee engagement is at an all-time low. Many companies build employee engagement programs that center more around an extra benefit or two and the occasional team-building exercise. However, a creative giving program, like mountaineering, that taps into the team’s personal passions will inevitably build stronger bonds while working toward a shared humanitarian goal.
- Skills development. Participants often develop leadership and project management capabilities that translate directly to their professional roles. During our trek, natural leadership styles quickly emerged, and everyone took part in planning for success. More importantly, I saw people break through barriers of fear and self-doubt. Those are the results no meager training program can duplicate.
- Authentic brand building. Unlike traditional marketing, an initiative like Climb for Water is memorable. We can now tell genuine stories of impact that resonate with clients and recruits alike. Throughout six Climb for Water campaigns since 2011, I have been asked to speak at conferences, write articles, and make meaningful business connections due to our creative effort to help others. The influence of this type of brand building is infinitely more valuable than a brochure, website, or video.
Starting your journey. For firms looking to evolve their giving programs, consider these steps:
- Identify your organization’s unique strengths and expertise, such as water resources, in our case.
- Listen to employees’ passions and interests outside of the office.
- Start small and allow initiatives to grow organically. The first Climb for Water campaign included only four people, while later campaigns attracted more than 20.
- Measure both community impact and employee engagement. How much was raised, who did it benefit, and was there a tangible morale-boosting effect?
- Share stories to inspire others and attract like-minded talent. When the campaign is complete, write about it. Post it on social media along with incredible photos. Schedule a brown bag lunch to share the journey with colleagues.
The next generation of AEC professionals isn’t just seeking a paycheck – they’re seeking purpose. According to LinkedIn’s Workplace Culture report, 86 percent of younger professionals would consider taking a pay cut to work for a company whose values align with theirs.
As our industry continues to evolve and consolidate, the companies that thrive will be those that recognize corporate giving isn’t just about donation amounts – it’s about creating meaningful opportunities for employees to make a difference while developing professionally.
The sun setting over Pikes Peak reminded us that the most impactful initiatives sometimes start with a simple question: “What if we tried something different?” The answer might lead to your organization’s next great adventure in giving back.
Kraig C. Kern, CPSM, is South Regional Marketing Lead at Ardurra Group, Inc. Connect with him on LinkedIn.
