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    Case StudiesCase Studies

    Payroll Giving - Holden

    Name of Entity Holden
    Background
    • Holden supports many charities and non-profit organisations with a focus on environment, community safety, education and local communities. The company contributes around $2 million annually to community programs within Australia.
      Many of Holden's 9,200 employees take part in workplace fundraising events and activities as well as volunteer their time for charities.
    • After initially considering an in-house payroll giving program, Holden chose to work with Charities Aid Foundation, with the objective of supporting its employees in donating to their preferred causes whilst also maximising participation.
    • By allowing employees to donate to over 40,000 charities through CAF Australia, Holden could offer its employees greater choice.
    • Holden covered the set-up and ongoing administration costs to ensure that 100 per cent of staff-donated funds were directed to the charities.
    Objective

    The key objective was to provide employees who may not have the time to commit to volunteering or active fundraising an opportunity to support their favourite cause directly, while also receiving the pre-tax benefits upfront.

    The objective of the launch was to communicate the program widely to both Holden's office and manufacturing staff and also to incite employee interest and motivation.
    Holden's employee communication strategy involved:
    Strategy
    • A launch by the Chairman and Managing Director including presentations from some of Holden's key charities
    • A gold chocolate coin with the Give As You Earn tagline on it personally handed out to every employee, together with a payroll giving form and 'frequently asked questions' sheet
    • An article was placed in the employee magazine, with a photo of an employee dropping gold chocolate coins into the hands of one of Holden's charity representatives
    • An email was sent to all employees advising of the program
    • Information on the program is placed in the induction pack for every new employee
    • To launch the program to Holden's leadership team, the company provided each of its 150 senior managers with a $100 charity cheque at the annual management Christmas party. Managers nominated their preferred charity and CAF Australia carried out the administration of the distribution.
    Results
    • In the first full year of the Give As You Earn program (Jan-Dec 2003), employees supported a total of 30 charities. This was in addition to workplace fund raising initiatives by employees which raised almost $60,000 during the year which Holden matched dollar for dollar.
    • Participation rates amongst employees are increasing over time.
    • Participation rates and overall monetary contributions are recorded with CAF Australia providing statistics and graphs for easy monitoring.
    Ongoing
    • Post-launch communications will reinforce the upfront tax benefit of participating in the program.
    • A follow up story in Holden's employee magazine is planned, which will provide a case study of a staff member participating in the payroll giving program and the reasons why they support their preferred charity.
    Copyright 2005 CAF