Seeking engagement and purpose, corporate employees turn to workplace volunteering

Ron Waddell, Founder and Executive Director of Legendary Legacies, second from left, poses with men benefitting from his nonprofit organization, Friday, April 19, 2024, in Worcester, Mass. Waddell credits Blue Cross Blue Shield volunteers for truly investing in their employee service opportunities, which are increasing across the corporate realm. From left are Antoine Williams, Waddell, Jonathan Maldonado and Gary Goyette. – Michelle Barbin's job does not always fill her bucket.

It can be an especially good tool for instilling social purpose among frontline employees who tend to derive a sense of meaning from work butBut flexibility is key. Business management experts note that employees must have the freedom to choose their volunteer activities, nonprofit partners and time commitments for fruitful bonds to actually develop.

Executives might think that a lighthearted, social effort — filling backpacks at a happy hour, for example — is necessary to turn out their fun-loving employees. But Rodell, the management professor, said that more time-intensive, meaningful programs have greater resonance with volunteers. Some employees recently spent parts of more than six months consulting with More Than Words, a Boston nonprofit that provides work for youth ages 16 to 24 who have cycled through foster care, courts, homeless shelters or other systems. After surveying participants, Liberty Mutual employees identified a lack of front-end support, according to Naomi Parker, the nonprofit's chief advancement officer. Youth needed help obtaining transportation and food before they could hold down a job.

Volunteering can be a gateway to relationships beyond the otherwise costly, behind-the-scenes help provided by employees. The long-term partnerships in turn introduce budget-constrained nonprofits to new pools of donors.

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