How GE Appliances Built a Culture of Volunteerism Beyond National Volunteer Week
Speakers
Katina Whitlock
Erin Day
Why attend
Why watch
As you prepare for National Volunteer Week, the challenge isn't just about filling a single week of service — it’s about making social impact an intrinsic part of your company's identity. Evolving from one-off activities to a deeper culture of service turns volunteering into a powerful driver of employee connection and community impact.
Join us for a conversation with Katina Whitlock, Senior Director of People, Culture and Community Engagement at GE Appliances, to explore how they’ve evolved from transactional volunteering to transformational impact with their “zero distance” philosophy - staying close to employees, customers and community needs. By embedding community engagement into company goals and empowering employees to co-create solutions alongside nonprofit partners, GE Appliances has built a culture where volunteerism is a core part of the employee experience.
As you gear up for National Volunteer Week, this session will offer both inspiration and practical takeaways to help you think beyond a single campaign and build sustained momentum all year long.
Watch now to learn:
- Move from transactional activities to transformational partnerships. Rather than one-off sponsorships, GE Appliances focuses on solving a nonprofit’s core barriers by leveraging employee expertise — like using engineers for facility renovations rather than just writing a check.
- Eliminate distance through co-creation and employee-led solutions. Using a “zero distance” philosophy, GE Appliances listens to community needs to identify where employee skills can solve real-world problems. Projects like their tactile kits for visually impaired students show how this proximity turns volunteer initiatives into real community impact.
- Scale engagement by embedding volunteering into company culture. GE Appliances makes service a shared identity by weaving it into the everyday employee experience, from day-one orientation to regular storytelling that builds organizational pride. By treating community engagement as a core value rather than an extra task, they ensure it remains a top priority for both leadership and employees.
- Activate the frontline by meeting them where they are. To reach deskless workers, GE Appliances integrates service into daily routines by starting departmental meetings with volunteer projects and setting up on-site "toy labs" near manufacturing lines.
- Use National Volunteer Week as a launchpad rather than a "one-off" event. GE Appliances views volunteerism like an "ocean" that is always present, using April to host on-site nonprofit fairs that spark new team projects. This "blue wave" approach ensures that the energy from a single week leads to sustained participation throughout the year.
.png)
