Business Charity Awards: Employee Engagement - Winner: Morrisons with Save the Children: Raise a Smile Partnership

For a company that has adopted policies that have resulted in a significant increase in charitable donations or activities by its workforce

Morrisons
Morrisons

What is the scheme?

As part of its employee engagement policy, the supermarket chain Morrisons allows its staff to choose a charity partner. In 2011, the company selected the children's charity Save the Children.

What does it do?

Morrisons has a full-time charity manager, supported by three members of staff. The company dedicates two pages in its monthly employee magazine to the charity and has a dedicated Save the Children page on its internal website. Morrisons also engages its staff in fundraising for the charity. More than 200 of the company's shops recently took part in the Great British Cupcake Sale, which raised £40,000. Staff also raised £100,000 for Save the Children's Christmas Jumper Day, when people make a donation for wearing a festive jumper.

Why did it win?

When the partnership was launched in 2011, Morrisons set its employees an ambitious target to raise £1m in the first year. In the event, staff raised £2m in the first 10 months and have now raised more than £4m. As a result of this phenomenal success, the partnership has been extended until February 2014, making it the supermarket chain's longest-ever charitable partnership.

What did the judges say?

Natalie Campbell, founder of A Very Good Company, said: "This is a great employee engagement programme - there was a strong strategy and strong delivery."

Highly commended

HomeServe Membership

Wates Giving and Wates Group

Finalist

Lloyds Banking Group

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