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 Business Challenge
National accounting and business advisory firm, PKF contacted Sense Marketing to develop a number of community partnerships with the not-for-profit sector as part of the firm’s roll out of its CSR (Corporate Social Responsibility) program.
Sense Marketing Solution
One of the core objectives of “PKF Connect” is to deliver strong community partnerships that offer PKF staff the opportunity to engage in volunteering activities during the working week. PKF’s commitment to staff engagement is very much about attracting and retaining the right staff and doing right by the communities in which it operates.
Sense Marketing took PKF through a process to ensure that the right community partners were chosen. Firstly, a staff survey was conducted to understand what causes staff were interested in and what activities PKF was already doing across the country. Then Sense Marketing approached not-for-profit organisations (ensuring PKF’s anonymity) to determine their interest in aligning with a national professional services organisation to develop a strong community partnership.
Sense Marketing reviewed all charity submissions providing PKF with a short list of recommendations. This list was further refined based on a number of criteria, and “PKF Connect” launched to staff.
Key Results
The key outcomes of Sense Marketing's process included:
- Three cause areas were chosen based on staff interest
and business alignment.
- Small to medium sized charities were targeted and chosen as PKF felt this is where it could have the most impact.
- Five charity partners were chosen.
- Each charity partner offered different volunteering experiences
for staff, so as to attract as many PKF staff into volunteering
as possible.
- 35% of PKF’s Sydney office signed up to volunteer
immediately following the launch of PKF Connect; 34% of
Melbourne’s staff; and 30% of the Brisbane office. “PKF
Connect” will be rolled out to other PKF offices
throughout the year.
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