Corporate volunteering used to sit quietly inside HR or CSR programs as a nice activity for the annual volunteering day or a team-building exercise once a year. For all of you nonprofits trying to fit 40 eager volunteers into your 2-person mobile soup van, this is hardly news.
But corporate volunteering is evolving from a warm and fuzzy activity that buys employee goodwill at the expense of your nonprofit team’s time, patience and sanity.
According to the latest State of Corporate Volunteering report from Benevity, participation in corporate volunteering programs is growing rapidly as companies invest more heavily in employee engagement, purpose and workplace culture.
But the real story isn’t just the growth in corporate volunteering. It’s why companies are investing in it and what that means for nonprofits looking to build meaningful corporate partnerships.
Corporate volunteering is becoming a strategic business tool.
Why is corporate volunteering growing so quickly?
Several forces are driving the rise of corporate volunteering.
1. Companies are rebuilding workplace culture
Hybrid work has changed how employees connect with each other. Many companies are searching for ways to rebuild a sense of community among teams that are no longer together every day.
Corporate volunteering provides shared experiences that help teams reconnect. Instead of another Zoom meeting, employees spend time working together on something meaningful. During COVID we saw the rise in popularity of group events like the May 50k or Dry July. Now interest has shifted from big annual events to smaller, regular team based activities that bring together teams more frequently.
2. Employees want purpose at work
Employees increasingly expect their employers to demonstrate social impact. The latest Edelman Trust Barometer research shows that trust has gone local and employees look to their employers to meet the changing needs of the community.
Corporate volunteering gives employees a tangible way to contribute to causes they care about. It turns corporate purpose from a statement on the website into a real experience.
3. Businesses are seeing real benefits
Companies are also recognising that corporate volunteering improves engagement and retention. Employees who participate in volunteering programs often feel more connected to their organisation and its values.
In a tight labour market, that matters. Talent management and workforce development are consistently in the Top 3 things that keep corporate CEOs awake at night. With Gallup US research showing that 62% of employees are disengaged (quiet quitting) and a further 15% are actively disengaged, it’s an existential crisis for most companies.
For many companies, corporate volunteering is no longer just “doing good”. It’s part of a corporate’s talent strategy.
Corporate volunteering is becoming an engagement engine
One of the biggest insights from the Benevity research is that corporate volunteering is increasingly being used to drive employee engagement.
Leading organisations now integrate corporate volunteering into:
- employee wellbeing initiatives
- leadership development programs
- employee resource groups
- team-building activities
Many companies offer paid volunteer days, encouraging staff to take time during work hours to volunteer. Others organise team volunteering challenges or company-wide volunteering events.
The most successful corporate volunteering programs actively promote participation and make volunteering part of the workplace culture. For nonprofits, this shift is significant. Companies aren’t just looking for places where employees can volunteer; they’re looking for high-quality experiences that engage their people.
Corporate volunteering is evolving
The time and intensity of corporate volunteering is changing. Whilst Benevity research shows an increase in the number of new volunteers and hours, volunteering depth is declining. Generation shifts, with younger staff preferring shorter engagements, and time and resource scarcity, are leading to the rise of micro-volunteers. Benevity notes, “employees, faced with increased economic and employment pressure, as well as shifting hybrid work demands, are opting for shorter, episodic engagements rather than sustained commitments.’
For nonprofits, this may mean a shift from the traditional ‘day out’ volunteering to smaller, more frequent engagements that occur over a longer period. If you’re looking for specialist skills, not just volumes of free labour, this could be an ideal fit.
What corporates need from nonprofits for great volunteering
To make corporate volunteering programs successful, companies rely heavily on nonprofit partners. But the expectations are often higher than charities realise. Companies running corporate volunteering programs typically want four things.
Meaningful experiences
Employees want to feel that their time has made a real difference. Well-designed corporate volunteering opportunities connect volunteers to the mission of the organisation and show the impact of their work.
Team engagement
Corporate volunteering often happens in groups. Activities need to work well for teams and encourage collaboration.
Clear impact
Companies increasingly want to demonstrate the outcomes of their social impact programs. It means nonprofits need to communicate what the volunteering activity achieved, not just hours or participants.
Scalable opportunities
Large employers may need volunteering opportunities for dozens, sometimes hundreds, of employees. The nonprofit organisations that understand these needs become far more attractive partners.
Corporate volunteering priorities and nonprofit needs are diverging
Whilst corporates remain focused on employee volunteering, as a vital pillar of employee engagement, nonprofits need volunteers – but not necessarily more of them. Many nonprofits rely primarily or entirely on volunteers, but that doesn’t mean the surge in corporate volunteering is focused on where nonprofits need it most. It is specific kinds of volunteers that make all the difference: those with the right skills, capacity, commitment and engagement to fill nonprofit gaps where they occur.
The opportunity for nonprofits
The rise of corporate volunteering creates several opportunities for nonprofits willing to approach it strategically, including:
• A pathway to deeper partnerships
• New corporate connections
• Powerful storytelling
• Skills-based volunteering
An emerging trend in corporate volunteering is the growth of skills-based volunteering. Instead of painting walls or packing boxes, employees contribute professional expertise, such as:
- marketing advice
- financial planning
- digital strategy
- technology support
- logistics and planning
For nonprofits, this type of corporate volunteering can deliver enormous value. But you need a deep understanding of your own strategic needs and where a corporate can contribute meaningfully.
Corporate volunteering is growing rapidly as companies invest in purpose, culture and employee engagement. For nonprofits, this trend represents a significant opportunity. The organisations that benefit most will be those that treat corporate volunteering not as a one-off activity, but as the beginning of a relationship. When approached strategically, volunteering can open the door to million dollar corporate partnerships that deliver deeper engagement, stronger alignment and long-term value for both organisations. Awareness of the latest trends in volunteering and a willingness to adapt to new volunteering preferences can be the first step to valuable new partnerships.