Case Study

How National Australia Bank engaged employees in workplace giving and volunteering

Written by Charlie Brook | 12-Feb-2023 21:45:09

Powered by Benevity, NAB Neighbourhood significantly increased engagement thanks to ease of use and compelling content, backed by strong executive advocacy and communication. 

 

Reversing a decline in engagement

For over 20 years, National Australia Bank (NAB) has operated one of the largest corporate volunteering programs in Australia. Over two million hours have been contributed by its workforce, which today stands at over 35,000. Together, it has provided support to big social and environmental issues, driven by an approach that layers commercial responses with scalable, sustainable philanthropy.

Despite these achievements, Kate Twyford, Senior Associate, NAB Foundation with NAB, said the company saw a 50% drop in participation in their volunteering program from 2015 to 2020, in part due to outdated technology. As fewer colleagues were taking the time to give back, the task at hand was to transform and breathe new life into the program by bringing the value back to giving.


We wanted to move our program from good to great. Old technology meant we were unable to integrate both giving and volunteering, and our matching program was underutilized. There was room to grow.

Kate Twyford, Senior Associate, NAB Foundation, NAB


Engaging with colleagues more easily

NAB teamed up with Benevity to build NAB Neighbourhood, a platform designed to make it simple and easy for colleagues to collaborate and give back to the community. Ease of access, open choice and agility to respond to diverse needs were prime considerations when building the platform, especially as employees were feeling isolated and adapting to a new hybrid way of working due to the COVID-19 pandemic.

“Our objective with NAB Neighbourhood was to make it easy for our people to give their time, money and skills and have deeper and more measurable community impact,” said Twyford.

An easier way to give and volunteer with a platform that:

  • Adapted to the new hybrid way of working with different volunteering opportunities available for colleagues. 
  • Easier for colleagues, customers and communities to access.
  • More engaging to encourage participation, with an easy way to track and reward volunteer time.
  • More agile to respond to the needs of stakeholders, including multiple ways to give (PayPal, credit card, payroll, one-time or ongoing) and flexibility in matching to support strategic campaigns.


NAB Neighbourhood was an all-in-one solution to boost engagement immediately. But it was also designed to be sustained and scaled over the longer term to meet the needs of employees and their communities.

 

Launching loud and proud

With employees working remotely during the pandemic, the NAB Sustainability team knew they’d have to infuse something special into NAB Neighbourhood’s launch to capture people’s attention. Kate credits these four levers for making a difference:

    1. Gamification — The launch was built around a “Race Around the Neighbourhood” campaign dividing executive leaders and their divisions into teams. The team that completed the most giving and volunteering activities over four months won. A leaderboard tracked progress of the race.

    2. Executive advocacy — Not only did NAB Neighbourhood have an executive sponsor, but executive team members were responsible for leading efforts in raising awareness of the features they wanted to promote, like tracking volunteer time, getting rewarded through volunteering, and organising their own fundraising campaigns.

    3. Rewards — All employees were given AU$10 in their Giving Account, with four randomly seeded with AU$1,000.

    4. Communication — From multiple teasers to desktop wallpapers to their intranet, NAB built an extensive communication plan that used a variety of internal channels to keep employees informed and excited leading up to the launch. In particular, a detailed map of NAB Neighbourhood, and its various features, was revealed over time across channels to pique interest.

“We used every single communication platform we had available to get our people excited about the launch of NAB Neighbourhood,” said Twyford.

Doubling engagement, outperforming industry benchmarks

The impact of NAB Neighbourhood was immediate. The initial goal of 25% of NAB employees logging in to the platform within the first six months of launch was reached within two weeks. The goal was increased to 50%, which was hit within three months. Ultimately, 60% of employees participated by the end of the bank year.

The stats are in:

“We were particularly proud of hitting our goal of 60% participation in NAB’s giving and volunteering program — well above the financial sector benchmark of 33%,” said Twyford.

Thanks to its efforts, NAB contributed AU$42.8 million to communities overall in 2020. Beyond the numbers, employee feedback was positive and Twyford credits the program for building a more cohesive culture and creating greater connection among colleagues.

Small positive actions add up to big impact during the COVID-19 pandemic

Using Benevity’s employee engagement solution, NAB encouraged employees take small, positive actions to drive big change. Micro-actions like “Get a Jab, Give a Jab” meant that for every colleague who registered for their COVID-19 vaccination, NAB paid it forward by donating the cost of vaccinating a person in need via UNICEF. The result? Around a third of NAB’s workforce recorded a vaccination and raised nearly AU$50,000 for UNICEF.

 

8 ways to boost volunteering and giving

So, what’s the secret to NAB Neighbourhood’s success? NAB identified these eight insights:

  1. Involve executives and make it fun — Giving and volunteering jumps with executive advocacy. Give your leaders the chance to bring their personalities, competitiveness and philanthropic passions to support your campaigns.

  2. Maximize incentives — Offer rewards to drive your program. Twyford and her team built the business case and secured executive support to seed employee giving accounts with initial funds to kick-start their giving on the platform.

  3. Engage new hires — Tap into that new-employee energy by including information on your giving and volunteering program in onboarding and induction materials and provide seed funding for them to donate to a cause of their choice.

  4. Deepen relationships with communities and causes — Work with employees who manage relationships with non-profit customers. For example, NAB colleagues shared dedicated toolkits with their non-profit customers that helped these causes get involved in their program.

  5. Integrate communications — Link your employee engagement platform with other communication tools across the company to amplify your program’s impact. NAB used the platform to build a reporting dashboard that was shared company-wide through their intranet to demonstrate their program’s impact.

  6. Partner with your communications team — Give your internal communications team the freedom to be creative wizards. They can share stories of impact and celebrations of your employees’ community contributions.

  7. Make the most of micro-actions — Strive to keep them simple and strategic to support campaigns and make them as topical as possible. NAB chose vaccine equity and disaster relief.

  8. Ask for feedback — Make tweaks and be prepared to quickly adjust your program. For example, NAB extended their volunteer reward expiry time based on requests from colleagues.

 

Keeping up momentum post-launch

 

So, what’s next for NAB Neighbourhood? Twyford’s team continues to build the company’s community involvement, which is making a difference not only through giving and volunteering, but through grants and special initiatives. It supports Indigenous success and aims to help customers, colleagues and their communities withstand and recover from natural disasters through a bank-wide program, NAB Ready Together.


Thanks to Benevity and NAB Neighbourhood we’re now able to set up campaigns to respond to events like natural disasters in a matter of minutes. 

Kate Twyford, Senior Associate, NAB Foundation, NAB


“We are here to serve customers well and help communities prosper. Benevity is helping us bring that to life,” said Twyford.