The onset of the COVID-19 pandemic marked the beginning of a tumultuous time in which uncertainty and confusion reigned. However, one bright spot appeared – people were inspired to give back to the world around them, and many nonprofits saw goodwill increase. More U.S. adults said they planned to increase (25%) rather than decrease (7%) the amount of money they gave to charity in the coming year, according to a 2020 Gallup survey.

Now, two years later, organizations have settled into an evolved landscape, pivoting operations to capture long-term success. Many nonprofit leaders are looking back at that initial increase in goodwill and considering how they can maintain or recapture high donation levels.

One area these leaders are focusing on is the corporate sector as businesses consider volunteering and donations as a way to rebuild a feeling of teamwork among displaced staff members. Here are three ways nonprofit leaders can leverage corporate volunteering and donation trends.

1. Fostering a feeling of togetherness. Though employees have embraced remote working, some employers are eager to get staff back in the office to maintain and even rebuild a sense of community and teamwork they feel has been lost in remote or hybrid work environments. Nonprofit leaders can tap into this desire for togetherness by finding companies to partner with by positioning volunteering as a teambuilding exercise. Doing good for the world comes with many benefits — and when in the workplace, can help employees create deeper connections with each other.
2. Tapping into the ESG focus. As the business world slowly shifts toward sustainable strategies to create long-term value, there is an opportunity for nonprofit leaders to be a part of this change. Though traditional environmental, social, and governance (ESG) efforts are focused more on internal operational changes to make a business more sustainable, public-facing action can also improve a business’ reputation in the eyes of investors and stakeholders more broadly. Nonprofits whose mission is focused on sustainability and bettering the world can tap into this sustainability-driven mindset and work with corporate employers to build a better volunteer base while furthering their mission.
3. Catering to the socially conscious generation. Gen Z is now flooding into the workforce, and their priorities are somewhat different than those of the generations they will coexist within the workplace. Gen Z expects to feel connected to their work and wants a job to align with their values. A LinkedIn Workforce Confidence Survey found 69% of Gen Z would switch jobs to one that better aligns with their interests or values compared to 59% of millennials, 45% of Gen Xers, and 40% of Baby Boomers. Nonprofit leaders can tap into this need for organizations to cater to Gen Z job seekers by partnering with businesses looking to attract new talent. This helps nonprofits ensure they have a steady flow of volunteers while also allowing the company to promote themselves as community-focused and driven by more than just profit.

While COVID-19-related pressures still weigh on the nonprofit sector, new opportunities are on the horizon. Staying tapped into corporate volunteering trends can help nonprofit leaders build new and lasting relationships, ensuring they can continue to serve the communities they support and further their mission far into the future.

Written by Andrea Espinola Wilson and Adam Cole. This article originally appeared in BDO USA, LLP’s “Nonprofit Standard” Blog (April 8, 2022). Copyright © 2022 BDO USA, LLP. All rights reserved. www.bdo.com