Corporate volunteerism:
networking at its best

When corporations help to improve social conditions, they are also working to enhance their own profits.

By Pat Sims

In the past year a bank, a food production industry, a loan agency and a high tech computer firm all wore Champaign Park District volunteer T-shirts and assumed major roles at the Special Olympic track and field meet.

"We enjoyed it immensely . . . no doubt about it," commented the personnel director of the major industry.

"We had a good time and felt like we were able to help at the same time. Everyone left with smiles."

In the same year, another bank cleared out a growth of weeds in a park, and a clinic audio-visual (A/V) specialist voluntarily put together a videotape. Annually, another bank sponsors a 10-K road race and donates the money to a special recreation program.

A radio station and drink company joined in sponsoring A Day in the Park, and a mini-triathlon is cosponsored by the district and a bicycle shop. These groups are company presidents, executives and officers with their entire staff joining in the cooperative efforts.

Corporate volunteerism

What is happening here? What is the corporate energy that has become a community partner with the park district? It is called corporate volunteerism. It is not a sponsorship or donations, but it is networking at its best — a sharing of time, talent and energy with the park district by local corporations, businesses, industries and unions.

For the corporation, it's a chance to help others, to improve community relations, to help the park district and to increase employee motivation. It is an opportunity to collaborate on resources and skills. And when it's all done, it's a free plunge in one of the park pools or a picnic by the lake or challenging a supervisor to a game of tennis.

For the park district, there is the most obvious financial savings. In a recent project where a group of bank employees spent four hours cleaning around a lake, the district experienced a value savings of $2,500.

Yet, aside from the savings, there is the distinct addition of community involvement with each corporation. A business becomes directly familiar with the needs, as well as the assets, of the district, and it receives direct contact with the district's employees.

The possibilities for sharing are endless, ranging from audio-visuals and technical drafting to pouring concrete. The cooperation can become a vital consultant, a source of labor and finances, and a collaborator to the park district.

Beginning the program

Corporate volunteerism can be-

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come a part of any workplace of any size. Some examples of local businesses involved in corporate volunteerism include banks, printers, government agencies, grocery stores, fast food restaurants, realtors, radio and television stations, clinics and hospitals, industries, soft drink companies and other recreational areas.

The park district experiences financial savings, and the corporations become familiar with the district's assets and needs.

Projects can be at any park, center or playground. They can be special events, or involve work at a lake or at a renovation project. These projects can also involve adopting the park at which employees eat their lunch.

The particulars

One of the best ways to begin building corporate contacts is with your board of directors/commissioners. Refer to them, not necessarily to do a project, but for advice on possible corporations and/or executives to contact.

Next, create printed promotional material; that is, a brochure or flyer listing possible projects, benefits and recognition for the corporation, and a list of contacts. Keep it professional, clean and concise. Use cream or gray stock, but no "cutsie" clip art. Money for these promotional materials can sometimes be obtained from corporate grants and gifts.

It is also important to make personal contacts with a few key corporations. With printed materials, make a personal visit to the top official (president or director). Talk

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about the park district — its successes and current needs. Bring fee materials and visual aids, and mention the corporate volunteer program.

Avoid high pressure. Present a brief but friendly orientation that will not be forgotten as easily as a phone call or a mass mailing.

It's important to choose contacts who might have an interest in park districts, such as a current sports team sponsor. Then branch out; every corporation can be tied in some way.

Last, but not least, follow up each visit with a note thanking the president for his (or her) time. Reiterate your willingness to work with the group, and periodically update the contact with releases, flyers and personal calls. This is especially helpful when there is a project suitable to that group.

Every corporation can participate in a volunteer program.

Tips for success

To be successful, the project should:

• be challenging and fun.

• provide media coverage.

• utilize plenty of staff onsite, including department heads and commissioners.

• provide volunteer T-shirts, name tags, visors, etc.

• have refreshments and a planned fun activity (swimming, volleyball, a picnic, etc.) to celebrate the completion of the project.

The project follow-up should include a personalized thank you note to each participant. You should also approach the group about repeating a similar project on an annual basis, and send copies of press clippings and photos.

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Other project follow-up tips include:

• surprising the staff with a box of cookies or fruit a few months later just to say thanks.

• dropping the business a note at Christmas.

• doing a feature story about the group in your agency's newsletter or annual report.

• nominating the group for a national. State or local award.

• presenting the group with a park district award. (The Champaign Park District presents the quarterly Building Champaign Parks awards to selected corporations.)

• continuing visits and personal calls.

Final thoughts

At the National Conference on Citizen Involvement at Yale University in 1984, the term corporate volunteerism began to emerge in the field of volunteerism. Three years later, it is becoming an integral expression in the park and recreation field.

Long-range corporate volunteerism has the important potential of mutual collaboration between the corporate sector and the governmental agency. More importantly, on an immediate basis, it is yet one more example of community involvement — a sharing of time, talent and tasks by the community to assist in the operation of its park district.

ABOUT THE AUTHOR:
Pat Sims is the coordinator of volunteers at the Champaign Park District.

Illinois Parks and Recreation 38 November/December 1987