Corporate philanthropy on the shop floor: what drives employee fundraising?

This paper presents findings from a research project exploring the 'shop floor'

experience of participating in corporate philanthropy. Observation methods and

interviews were used to explore employees' views on the selection of charity partners

and the experience of participating in fundraising activities in ten workplaces in the

south east of England.

The project reveals the distinct processes by which lower-paid and lower-status staff

engage in philanthropic activity in the workplace. The findings show that, whereas

the board and senior managers emphasise the business case for corporate

philanthropy, such as reputational benefits and strategic alignments with suitable

charity brands, ‘shop floor’ staff prioritise charitable causes with which they have a

personal connection, which provide enjoyable fundraising experiences that break the

monotony of the working day.

This paper provides a new perspective on corporate philanthropic activities, and

sheds original and much-needed light on the attitudes of non-wealthy people towards

beneficiaries. Findings should be useful to fundraisers in their efforts to attract and

maintain relationship with corporate supporters.