Corporate social responsibility is a hot topic these days. That’s why this week’s #AptChat is focused on volunteering and philanthropy, and how involving your staff and residents in your efforts can help build a stronger, more engaged community.
Learn how to choose organizations and causes that resonate, what encourages participation, the best ways to promote your efforts and more with these chat highlights. (Click on the links to jump straight to a specific question.)
- Q1: Does your company or property have any kind of volunteering program or philanthropies you’re involved in? If so, what are they?
- Q1a: If you have a volunteering program, do you make it available to residents or is it primarily for employees?
- Q2: How do you select the programs you get involved with? Selected by management? Chosen by employees? Do residents have a say?
- Q3: What are some effective ways to get staff and residents to participate in your philanthropic efforts?
- Q4: Have you seen any other simple ways to get employees/residents involved (rent round-ups, donation boxes, etc.)?
- Q5: What are some good ways to communicate to staff/residents that social responsibility is a priority, not just a bullet point?
- Q6: How do you promote your philanthropic efforts in an authentic way, without looking like you’re only in it for publicity?
Does your company or property have any kind of volunteering program or philanthropies you’re involved in? If so, what are they?
We’ve had clients who close all offices for 1 day to have an all-hands participation day in a #HabitatforHumanity build. So Cool! #aptchat
— Jen Piccotti (@jenpiccotti) July 18, 2017
That is pretty cool. What a great reason to have the office closed.
— Jake Zachariah, ARM® (@jake_zachariah) July 18, 2017
Q1. Three of the larger programs we’re involved in are @skylandDC and @THEARC_DC and Summer Youth Employment Program #AptChat
— Holli Beckman (@Apartmentalist) July 18, 2017
I’m seeing more companies offering employees paid time off to volunteer. It’s part of their benefits package. #aptchat
— Kristi Fickert (@Marketing_Mommy) July 18, 2017
You’re talking about the promised land right there, @Marketing_Mommy. All things similar, I’d accept a job offer that had this.
— Jake Zachariah, ARM® (@jake_zachariah) July 18, 2017
A1: Team members are given 8 hours paid time for volunteering! We also have annual “Give Back” days. #aptchat
— Khara House (@kharahouse) July 18, 2017
Do you see a lot of employees using the 8 hours? #AptChat
— Holli Beckman (@Apartmentalist) July 18, 2017
I’m honestly not sure how many use it per year, but this year we’ve seen a big jump in hitting the annual volunteer hours goal! #aptchat
— Khara House (@kharahouse) July 18, 2017
That is so great. Volunteer hours are a new benefit I gained this year, and I’ll admit it’s one I am most excited about. #aptchat
— Jen Piccotti (@jenpiccotti) July 18, 2017
(cont) Partly due to increased focus on “storytelling” in mgt. Philanthropy is a beautiful chapter in any property’s storybook! #aptchat
— Khara House (@kharahouse) July 18, 2017
It’s a lot tougher to call out a “greedy landlord” if they’re regularly involved in their community. #AptChat
— Mike Whaling (@mwhaling) July 18, 2017
In my experience, they could use it in 2 hour increments & sometimes associates would go together to their charity of choice. #aptchat
— Kristi Fickert (@Marketing_Mommy) July 18, 2017
Ahh the buddy system…That’s a super smart influencing technique! #AptChat
— Holli Beckman (@Apartmentalist) July 18, 2017
PM’s can help drive this – every quarter asking associates if they’ve scheduled/taken their charitable time off yet. Encourage it. #AptChat
— Kristi Fickert (@Marketing_Mommy) July 18, 2017
Great – the company showing support for giving back gives teams the green light to do great things #aptchat
— Doug Miller (@BmoreDougMiller) July 18, 2017
Yes! & knowing the “story” of your community helps create easy giving opps. If residents love animals, have a Rent-A-Puppy event. #aptchat
— Khara House (@kharahouse) July 18, 2017
@AptChat Per the ManagInc 2017 Multifamily Industry CSR Study, 57% of PM companies have a charitable giving program #aptchat
— Doug Miller (@BmoreDougMiller) July 18, 2017
Really? That seems so low. Is that program vs. just one off volunteer days?#AptChat
— Holli Beckman (@Apartmentalist) July 18, 2017
The company CSR audits we do show not a big % are (yet) committed to a company philanthropic program – just not yet. 🙂 #aptchat
— Doug Miller (@BmoreDougMiller) July 18, 2017
If you have a volunteering program, do you make it available to residents or is it primarily for employees?
I’m in corporate &our events mostly focus on just those employees. My hope is to pitch some ideas to expand to onsite staff & residents.
— Jake Zachariah, ARM® (@jake_zachariah) July 18, 2017
A1a: While it’s employee based, my team has also added periodic volunteer opps for residents to newsletters, social, etc. #aptchat
— Khara House (@kharahouse) July 18, 2017
How do you select the programs you get involved with? Selected by management? Chosen by employees? Do residents have a say?
A2: At the property level we try to hone in on both resident interests and the “story” of our neighborhood/town. #aptchat
— Khara House (@kharahouse) July 18, 2017
A2 (cont) For instance: Our res are animal lovers= shelter opps. Local orgs mean a lot, so we pitch into their “story” when we can. #aptchat
— Khara House (@kharahouse) July 18, 2017
.@IREM60 has an executive council member who is on the board at @cfl_homeless and we all voted on volunteering with their org.
— Jake Zachariah, ARM® (@jake_zachariah) July 18, 2017
Corporate stuff usually someone decides which charity &people participate or they dont. An advisory council would probably be more effective
— Jake Zachariah, ARM® (@jake_zachariah) July 18, 2017
What are some effective ways to get staff and residents to participate in your philanthropic efforts?
@village_green incorporates charity events into their quarterly manager meetings. Charitable work is a great team building activity #AptChat
— Kristi Fickert (@Marketing_Mommy) July 18, 2017
This is a great idea. I think its a good suggestion for some of our regional supervisors to lead #teambuilding.
— Jake Zachariah, ARM® (@jake_zachariah) July 18, 2017
Now I remember, last year we did a #teambuilding volunteer w/ Primrose Center for Adults w/ Learning Disabilities. What a great experience.
— Jake Zachariah, ARM® (@jake_zachariah) July 18, 2017
Q3. I think the key to getting high participation from residents and staff would be to make it as easy as possible #AptChat
— Holli Beckman (@Apartmentalist) July 18, 2017
This could almost take the place of a social event. Or do social events that ARE charitable. Win-win. #AptChat
— Kristi Fickert (@Marketing_Mommy) July 18, 2017
Q3.And especially for staff showing that philanthropy *is* a high priority for the company-not just a paragraph on the careers page #aptchat
— Holli Beckman (@Apartmentalist) July 18, 2017
Have also seen better resident engagement when they know the charitable contributions/donations will stay local & help locally. #AptChat
— Kristi Fickert (@Marketing_Mommy) July 18, 2017
And helps w/ employee engagement – our study shows 83% of Millennials r more loyal if their co. supports issues (Cone Comm.) #aptchat
— Doug Miller (@BmoreDougMiller) July 18, 2017
Saw some better engagement when the charities were smaller organizations (residents seemed to deem them more worthy of donations) #AptChat
— Kristi Fickert (@Marketing_Mommy) July 18, 2017
Interesting! Do you think that’s because they feel like they are making a bigger difference/more impact on the small org? #aptchat
— Holli Beckman (@Apartmentalist) July 18, 2017
I do & the larger charities get a bad rap in the press for their operating costs at times – ppl don’t think they need the $ as much #aptchat
— Kristi Fickert (@Marketing_Mommy) July 18, 2017
Have you seen any other simple ways to get employees/residents involved (rent round-ups, donation boxes, etc.)?
A client Legend Mgmt has a full scope of co. supported programs incl Ronald McDonald House, Backpack Drives, Toys for Tots #aptchat
— Doug Miller (@BmoreDougMiller) July 18, 2017
A4: @Championpm has a “Round Up Your Rent” by $1/mo to support their partner charities – https://t.co/9xyEwTMZll #AptChat
— 30 Lines (@30lines) July 18, 2017
@aptchat Check out @S2Snonprofit – supported by NMHC – careers plus housing. #aptchat
— Doug Miller (@BmoreDougMiller) July 18, 2017
I mentioned on Q3 that when onsite I had a “resident ambassador council” of neighborhood-involved residents. They would help spread the msg
— Jake Zachariah, ARM® (@jake_zachariah) July 18, 2017
I would also get them set up with “teams” of certain buildings and have them work the neighborhood to get involvement in donation drives.
— Jake Zachariah, ARM® (@jake_zachariah) July 18, 2017
What are some good ways to communicate to staff/residents that social responsibility is a priority, not just a bullet point?
Document it – tell the story of those you’re helping and how it’s making a difference (or even better let them tell their story). #aptchat
— Kristi Fickert (@Marketing_Mommy) July 18, 2017
Love this. If we get a “thanks” from an organization, we try to share socially so res see the difference they’re making. #aptchat
— Khara House (@kharahouse) July 18, 2017
Yes! Part of CSR is creating awareness of deeds. Create a CSR website page, socialize it. But…#aptchat
— Doug Miller (@BmoreDougMiller) July 18, 2017
However sharing good deeds CANNOT be seen as marketing! Must present as being examples of the co. caring culture #aptchat
— Doug Miller (@BmoreDougMiller) July 18, 2017
Agree – this is why I think you have to tell the story of the people you’re helping. More storytelling and less marketing. #aptchat
— Kristi Fickert (@Marketing_Mommy) July 18, 2017
SUPER fine line+I think a big reason more companies don’t share what they are doing.
Any tips for being on the right side of this? #AptChat— Holli Beckman (@Apartmentalist) July 18, 2017
focus on co culture, how u care for all of your stakeholders – employees, suppliers, residents, and society. #aptchat
— Doug Miller (@BmoreDougMiller) July 18, 2017
Again, this isn’t marketing – this is showing what u r made of, w/ examples 2 validate a commitment to being socially responsible #aptchat
— Doug Miller (@BmoreDougMiller) July 18, 2017
I think the balancing line on this is how much of it is done. Do you have one event a year with a few corporate people posed in a photo?
— Jake Zachariah, ARM® (@jake_zachariah) July 18, 2017
Or do you have a ton of satellite offices involved in local organizations multiple times a year with tons of photos and write ups?
— Jake Zachariah, ARM® (@jake_zachariah) July 18, 2017
@CORTFurniture donates an apt full of furniture to a family in need. They video the reveal, tell the family’s story. It’s amazing! #AptChat
— Kristi Fickert (@Marketing_Mommy) July 18, 2017
A5: Promote, promote, promote! Share opps whenever/wherever you can, and emphasize what it means to give back. #aptchat
— Khara House (@kharahouse) July 18, 2017
A5: We’ve seen more engagement when we advertise volunteer events in advance. Post year-round about nonprofits you partner with. #aptchat
— YARDI (@Yardi) July 18, 2017
CSR page on co website, portals. + social platforms. Share more than $ & comm service – CSR includes caring for the team, residents #aptchat
— Doug Miller (@BmoreDougMiller) July 18, 2017
How do you promote your philanthropic efforts in an authentic way, without looking like you’re only in it for publicity?
A6: Authenticity is key. A way to do this: tell the nonprofit or benefiting org’s story (who they serve & why). #aptchat
— YARDI (@Yardi) July 18, 2017
That so true. We care about the things/orgs we know about. The more you educate about the org, the more we care about the impact #Aptchat
— Jen Piccotti (@jenpiccotti) July 18, 2017
Consistency- don’t just have one event w/ lots of publicity. Show ongoing efforts throughout the year(s). #aptchat
— Stephanie Oehler (@stephanieoehler) July 18, 2017
Is there anything else you’d like to say about CSR? Share it in the #AptChat Facebook group!
More on Social Responsibility in Multifamily:
- Corporate Social Responsibility and Multifamily . . . Thoughts from Ryan Perez of CF Real Estate Services
- Corporate Social Responsibility: What Your Business Needs to Know
Our next #AptChat is slated for Tuesday, July 25, 2017 at 12 pm Eastern. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!