Companies increasingly are attaching volunteerism components to corporate outings and other events, a new report stated, in an effort to create lasting memories for participants as well as to burnish the company”™s image for the community that benefits.
Volunteerism can hone team-building skills in a meaningful way that cannot be achieved through a pickup game of volleyball or softball. According to a March report in Special Events magazine, event-planning companies are increasingly including the option of a philanthropic activity as part of corporate events.
“I can attest to the fact our industry is seeing the trend grow,” said Kristin Stoltenberg, managing director of Rye-based Westchester Meetings & Events. “Companies who want to plan for a team-building event should consider philanthropic outreach to their local communities as an option for bringing their teams together. What better way to unify a corporate group, than by uniting to help others locally or nationally?”
The idea has yet to generate widespread steam ”“ if there is a hot trend in the meetings industry, it is how to hold and market a “green” conference. Meeting Professionals International members have access to two seminars on that topic this year.
Still, given corporations”™ increased attention on corporate governance and citizenship, meeting planners expect volunteerism to trickle into company events.
Few companies incorporate community service into their corporate philosophy to the degree of IBM Corp., which is currently sponsoring 600 employees in the IBM Service Corps, a corporate version of the Peace Corps which includes a month-long stint in a developing country.
But you do not have to head to Timbuktu to make a difference ”“ IBM spokesman Clint Roswell said the Armonk company”™s local “IBM Clubs” include volunteerism as part of some of the events they host. Between 2005 and 2006 alone, IBM employees increased their volunteer hours an incredible 60 percent.
Last year more than 400 local employees with Purchase-based PepsiCo Inc. employees cleaned and spruced up the Williamsbridge Oval Park in the Bronx, as part of a company initiative to devote “service days” to local communities.
The company”™s Purchase neighbor MasterCard runs a program called Sharing, Participating and Reaching the Community initiative (SPARC), which supports employee volunteer and fundraising initiatives.
Mindful of the impact an event produces, Washington, D.C.-based Take Pride America publishes a how-to guide for incorporating volunteerism into events, whether civic, corporate or academic in focus.
In Connecticut, the state”™s Department of Environmental Protection publishes a guide for ways companies can program event activities around a “green” cause, such as Earth Day or the state”™s annual Connecticut Recycles Day.
In Stamford, Conn., Rick Petreycik is incorporating a visit to a reservation as part of an outing he is planning for Pitney Bowes Inc., which has a Tarrytown office ”“ but attendees are going to have to work for the right to view a Native American ceremonial dance.
As manager of channel communications at Pitney Bowes, Petreycik is finalizing plans for a sales congress in mid-May, which will include an option for attendees to visit the Fort McDowell Yavapai Nation reservation northeast of Scottsdale, Ariz. where the conference is being held.
“I go out six months in advance, pick four or five or six organizations to interview and see if there”™s a fit, see what makes sense,” Petreycik said. “What sold me on this event is that when I met with the tribal elders, their response was, ”˜what we would like to do for you is put on a cultural exchange, and put on traditional songs and dances toward the end of the event.”
