• Merrill Lynch is one of the world's leading financial management and advisory companies, with offices in 35 countries and private client assets of approximately $1.5 trillion. As an investment bank, it is a leading global underwriter of debt and equity securities and strategic advisor to corporations, governments, institutions and individuals worldwide. Through Merrill Lynch Investment Managers, the company is one of the world's largest managers of financial assets.
• Through the global philanthropic program, Merrill Lynch makes a difference through innovative giving and volunteering in the communities where we live and work. As a global company built on local relationships, we believe Responsible Citizenship is essential to good business - and to who we are.
• Through our local corporate charitable program, we are an active supporter of various organisations focusing on children and youth in our local communities. ML Matching Gifts is designed to complement our corporate activity by giving our employees the opportunity to support charities of their choice, and to maximise that support via a ML matching component.
• The Charities Aid Foundation was appointed as the administrator of ML Matching Gifts because it provides the systems and structure to facilitate the efficient management of our employee giving program.

The communication strategy used to achieve this objective included:

• Pre-launch program: Teaser campaign aimed at building interest in the program via various communication channels (e-mail, intranet, posters, internal newsletter and payslip notes). Volunteers were enlisted to promote membership among co-workers.
• Launch: Formal unveiling of the program via an all-staff breakfast event in Sydney and Melbourne, hosted by senior management.
• Post-launch: Ongoing promotion of the program via various employee communications channels, including quarterly newsletter, and intranet spotlights.

• Information on the program is made available to employees via articles in employee newsletters, e-mails and intranet spotlights.
• New employees are made aware of the program via information provided in induction packs.
• Employees will be reminded of the program via a new marketing campaign on the anniversary of the first year of the ML Matching Program, aiming to generate further staff support.