The challenge
In 2023, Adobe’s Corporate Social Responsibility (CSR) team faced a critical question: was their program as aligned with their company’s purpose as it could be? This reflection sparked a renewed commitment to their Create Change initiative, leading them to reimagine the program to balance flexibility and choice while deepening engagement with Adobe's core pillars and principles. The challenge: Could they accomplish this transformation and do it in time to meet their Giving Season (known as “Season of Change”) goals?
The solution
Align programming with purpose
Adobe now evaluates opportunities for employee programs based on alignment with the company's core pillars, geography, and potential for engagement. To boost awareness, they held their first ever company-wide Purpose Session timed with the release of their annual CSR report, showcasing their impact and inviting employees to take action.
Deepen generosity
Adobe has developed programs that cater to different levels of commitment to meet employees where they are on their philanthropic journey. From a new “Introduction to Create Change” session for new hires to their Pro Bono Residency and Board Service opportunities, employees can move through a continuous impact cycle. They bring their people, products and philanthropy together to support their communities with partners like Thurgood Marshall College Fund, American Red Cross and Guadalupe River Park Conservancy.
Strengthen a culture of purpose
Adobe empowers employees to become program ambassadors in their communities, providing resources like customizable campaign kits to engage local employees. Adobe’s senior leaders also play a vital role as campaign sponsors, sharing their personal impact stories to inspire movements across the company. This approach generated significant buzz (and results!) for Season of Change.
The result
Adobe’s realigned purpose program led to their most successful month-long Season of Change campaign ever, which included a special GivingTuesday 2:1 match campaign and employee storytelling:
- $13.5 million donated to over 5,700 nonprofits globally, more than doubling their original goal
- $5 million of that donated on GivingTuesday alone, achieving their goal in just two days
- Recognition in Benevity’s Top 10 for company donations on GivingTuesday
- 63,000 interactions on social media and 33,500 views on internal Adobe channels
