DEVELOPING COCA-COLA ENTERPRISES' INTERNATIONAL VOLUNTEERING PROGRAMME

THE CHALLENGE

Coca-Cola Enterprises (CCE) employs 13,500 staff in the manufacture and distribution of soft drinks across Belgium, Great Britain, France, Luxembourg, Monaco, The Netherlands, Norway and Sweden. 

CCE already has a well-developed Corporate Responsibility and Sustainability programme focused on six areas, including Community Investment. In late 2011 CCE announced the goal of investing 1% of pre-tax profits by the end of 2015. Employee volunteering is at the cornerstone of the plan, with the aim of increasing their current overall employee volunteering from around 12,000 hours. 

CCE asked us to support the development of a new company-wide volunteering strategy with the key goals of:

  • increasing percentage of employees volunteering
  • increasing total volunteering hours
  • widening volunteering to every aspect of the business
  • delivering more value through CCE volunteering to the third sector

We have supported CCE for several years, providing an outsourced corporate trust facility and other services. This was the first time the two organisations have worked together on a strategic project.

OUR APPROACH

With an established outsourced corporate trust facility and other services we provide, CCE understood how our in-house strategic expertise, international capabilities, strong corporate client base and unique understanding of charities in different countries could offer support to the project.

We carried out a strategic analysis of volunteering in Europe and a comparative study of different countries volunteering cultures, together with in-depth case studies of corporate volunteering programmes in the UK, Europe and the USA.

THE OUTCOME

From this groundwork the most successful volunteering models in use today that could be adapted and enhanced for CCE staff without interrupting their productivity were identified. At the same time we identified the most adaptable reward schemes that would engage and encourage CCE’s local employees to volunteer across different cultures and demographics. 

CCE’s local managers will be  supplied with a support framework and toolkit to motivate increased volunteering, and pilot projects will be launched over the next 12 months. We will continue to work with CCE to increase the value of their employee volunteering across Europe by 2015.

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