Volunteering in today’s world looks very different from earlier times. It is more than just a one-off event. Both employees and communities expect companies to be involved in meaningful giving — whether through valued partnerships with aligned nonprofit partners or through volunteerism with tangible results. One of the strongest ways for businesses to position themselves as entities making a real difference is through skills-based volunteer opportunities for their employees.
In a survey conducted by the National Council of Nonprofits in 2023, 52% of nonprofits reported a strong need for support and resources in which highly skilled corporate professionals can be an incredible asset. Skills-based volunteerism means, rather than making a one-time donation, individuals can instead offer their professional expertise to nonprofits — filling in the gaps these organizations face. Skills-based volunteering allows employees to utilize their talents for good — contributing to society in a way that is both self-serving and beneficial.
Benefit to Community and Employee Retention
Skills-based volunteering presents the opportunity for employees to be engaged in impactful activities that align with causes they are interested in. Nonprofit organizations seek out targeted expertise to help amplify their efforts; by incorporating a corporation’s time, resources and platforms, goals are met efficiently, contributing to more robust and thriving communities.
Impact doesn’t come just through in the community. Skills-based volunteerism is also directly correlated with raised employee engagement and efficiency. In fact, a 2024 Deloitte survey found 91% of professionals indicated skills-based volunteer opportunities can have a positive impact on their overall work experience and connection to their employer through the professional development opportunities created within that skilled hands-on volunteerism. Furthermore, a 2023 study by Benevity Inc. found a 57% year-over-year increase in the rate of global employee volunteering participation — creating an urgent need to have a robust and purposeful corporate volunteerism program.
Benefit to Brand Reputation
Community engagement not only contributes to benefits for society but also contributes to brand performance. Organizations demonstrating their commitment to corporate social responsibility have far better ROI, studies have found. In research from the last 12 years, companies with perceived positive impact have seen a growth in brand value of 175%. Additionally, surveys from the Harvard Business School reported that 73% of investors stated companies that are making strides in community involvement are more likely to receive their backing over companies that are not.
How to Create and Incorporate a Skills-Based Volunteer Program
Find a sector that aligns with the business’s specialty area. There are many specialty areas in which nonprofits seek assistance where companies can lend their expertise. For example, some nonprofit organizations do not have robust financial management departments — a critical area they depend on. A few ideas of where corporations can create a strong impact: finance, information and technology, fundraising, communications, language skills, legal services, human resources and event planning.
Join forces with a nonprofit partner that aligns with the business’s values. After finding an area that aligns with its employees’ strengths, a business can create a meaningful and authentic relationship with a partner nonprofit — one that aligns with the interests and passions of the corporation. Businesses will need to research the nonprofits in their community that are making an impact, ask employees which organizations they’re involved with, and build a plan that delivers measurable goals and positive ROI for both the company and the nonprofit.
Create a commitment that is both long-term and tangible. Companies can create Loaned Executive programs, in which they “loan” their employees to a nonprofit for a short period of time, year after year. Within a Loaned Executive program, employees can gain hands-on integration and connection to a nonprofit partner, as well as flex their skills in a tangible manner for good. Loaned Executives often lend their hand in fundraising, marketing and being a spokesperson for issues their company is passionate about. They can meet individuals in the community specifically being impacted by the work done in the nonprofit space, creating a more holistic and substantial skills-based volunteerism approach.
Volunteerism is a powerful strategy that strengthens communities, employees and businesses alike. Skills-based volunteerism meets the growing needs of nonprofits while allowing employees to develop professionally and connect deeply with their work. At the same time, companies that commit to meaningful partnerships see measurable benefits in brand reputation, employee retention and community impact. By aligning expertise with purpose, organizations can create sustainable change that goes beyond donations, ensuring their contributions leave a lasting mark on both society and their internal staff culture.
Lisa Harris is senior director of donor experience and former loaned executive at Valley of the Sun United Way.
