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    Case StudiesCase Studies

    Macquarie Giving - Employee Payroll Giving

    Name of Entity Macquarie Bank
    Background
    • Macquarie Bank is an independent Australian investment bank, with more than 10,000 staff across the world.
    • Macquarie has a 30-year history of providing philanthropic support to community programs. Staff are actively encouraged in their community activities. In particular, the Macquarie Bank Foundation supplements staff fundraising and donations to charity.
    • Macquarie lobbied the Australian Tax Office to approve pre-tax payroll giving prior to its introduction in July 2002, as a means of enhancing staff community involvement.
    • The Charities Aid Foundation's program was chosen as the Bank's payroll giving program because it provided a simple, tax-effective way for staff to support their preferred charities. It also allowed Macquarie staff to choose from thousands of not-for-profit organisations offering services worldwide.
    • The Macquarie Group Foundation covered the set-up and ongoing administration costs of the Macquarie Giving program, to ensure that 100 per cent of funds donated by staff were directed to their preferred charities.
    Objective

    The key objectives were to make staff aware of the Macquarie Giving program and encourage their participation in it.
    Strategy
    • Initial promotion:
      • Staff briefings
      • Information and application forms distributed to all staff and posted on the intranet
      • Animated email to staff
      • Bookmarks and postcards distributed to all employees
      • Posters displayed in all participating offices
      • Reminder messages placed in staff payslips
      • Articles in staff newsletters
    • Follow-up campaigns:
      • Letter & application form included in bonus envelopes each year
      • Posters placed in all participating offices
      • Incentives:
        • $100 donated to charity for every new person signing up
        • Competition for co-ordinators who sign up the most staff
      • Foundation matching
        • As of the 2007 financial year, the Foundation is matching all donations made through Macquarie Giving
    Results
    • More than $350,000 was contributed by Macquarie staff in 2006/07 to more than 200 not-for-profit organisations
    • Staff currently give an average monthly donation of $117 per month, more than double the national average for such programs.
    • Following re-promotion of the program in May 2007 there was a 41 percent increase in staff participation and a 62 percent increase in funds contributed each month.
    • The program has been so successful that it has since be rolled out in the United Kingdom.
    Ongoing
    • Regular marketing campaigns planned for the future will generate further staff support.
    • New employees are made aware of the program via information provided in induction packs.
    • Plans are underway to launch the program in the United States, Canada, Singapore and Hong Kong.
    Copyright 2005 CAF