Home Office Payroll Giving
Campaign 2011
Tony Odams de Zylva
Head of Payroll Services
MoJ Shared Services
Running Order
•
•
•
•
•
Organisational context
Partnership with CSBF
The Campaign and what we did
Lessons Learned and Next Steps
Any Questions
Organisational Context (i)
• Payroll Giving has risen on agenda
• Prime Minister has spoken about comparing
take-up in UK unfavourably with USA
• Giving White Paper 23 May has committed
Government as an employer to “lead by
example”
• Employees in Government have access to
payroll giving schemes but still more can be
done to boost take-up.
Organisational Context (ii)
• 30,000 staff UK-wide
• HQ in London 3000 staff – policy and
corporate roles
• Non HQ workforce composition quite different
fewer senior grades – more operational roles
• Not easy to get in-front of people – have to
engage and negotiate permission to do so
• People are busy and have competing demands
for their attention
Case for Change
• Wanted to improve awareness and take-up
• HO staff contribution to CSBF out-weighed by
CSBF support for our staff
• CSR element – part of being a good employer and
maximising impact of staff contributions
• Alignment with Government agenda to increase
giving
• Key driver and success factor – personal
enthusiasm of senior leadership
Partnership with CSBF
• The “in-house” Charity for CS with long
established links with Business
• Ethos is aligned with our public sector / “not for
profit” values – whilst being business-focussed
• They have experience of workplace promotion
with a full-time national workplace team
• CSBF aim to increase their revenue (which is
sourced 100% through Payroll Giving) – but:
• Crucially - will sign-up for any charity chosen by
employee (and make choice easy)
Challenges
• Workforce demography – older-higher paid
staff contribute more, but are leaving
• Significant proportion of our workforce earn
below national average wage
• Economy, and Public Sector reductions
• CSBF get through the door – but still have to
work to engage the employee
• All staff have intranet & e-mail access but
“push” communications (including payslips)
have limited impact
The Campaign with CSBF
• Planning started in 2009
• Focused on HQ – easier to pilot in London
• Worked to build senior engagement – Perm
Secretary and Board approval gained
• Engaged the business – messaging via Board
• Ready to go Spring 2010 – but delayed to early
2011 because:
– Preparation for General Election
– Spending Review post the election
What we did
• Dedicated senior management time to support
planning and communications
• Publicity through multiple channels – including
intranet – workplace fairs
• Supported CSBF on logistics – arranging access
to building and teams
• Kept refreshing messages via Senior leadership
to sustain awareness
• CSBF made 11 site visits during campaign and
saw 474 staff
Results of 2011 campaign
• Targeted approach has resulted in significant
increase in numbers of staff giving regularly:
– Pre-tax giving increased from 1891 individuals to
2162 in HQ by March 2011
– Donor income to CSBF increased by £6,700 per
month or almost 20%
– New donations to other Charities of £1K a month
• Workforce giving across Home Office relative to
a comparable public sector organisation:
• 3 times number of staff give regularly (5225 pre & post tax)
• Total contributions 50% greater value
Lessons Learned
• Focussed communication and campaigning
does work –even in challenging times
• Getting access to staff is only half the battle
• Clear explanation of benefits is key
• Cannot be a one-off exercise – regular refresh
needed
• Need to look at aligning supporting “business
as usual activity” (such as induction)
• This all requires planning and time
Next Steps
• Sustaining momentum and taking the
campaign across the organisation beyond HQ
• Learning from experience to better engage our
workforce (including “Generations Y & Z”!)
• Linking awareness building into our business as
usual communications
• Thinking about how we keep the approach
fresh and learn from best practice elsewhere
• Switch staff giving post tax to pre-tax giving
• Aim for (Gold?!) Payroll Giving Award in 2012