Hammerson's volunteering policy gives every employee three paid days of volunteering per year. In previous years volunteering uptake has been fairly restricted, with most activity happening on the annual community day when up to 300 employees head out for one day. Hammerson are keen to drive uptake of the full volunteering allowance.
What we did
Hammerson joined up with Coriander Cows to utilise The Butterfly Bank engagement platform and concept.
The Butterfly Bank was co-created by Coriander Cows to offer clients and partners an innovative new employee engagement tool.
It's simple, we turn volunteering opportunities, new behaviours and sustainability initiatives into 'bankable' actions. Employees can record their activity and bank virtual butterflies. A clear reward structure is used, and when a target number of butterflies are banked a community investment or community project is delivered.
For more on The Butterfly Bank
get in touch for a demo. Plus you can download our Introduction to The Butterfly Bank or visit www.thebutterflybank.co.uk.
More on The Hammerson Butterfly Banking Challenge
In May 2015, employees were set the challenge to bank 100,000 butterflies by the end of 2015, through volunteering and positive daily actions such as walking to work and buying organic.
Hammerson had three key objectives. Here's how we delivered on them:
1) To make Community Day administration easier
This annual event sees nearly 300 employees volunteer on the same day. The Butterfly Bank platform enables employees to create an account, and from then on they can sign up to volunteer activities throughout the year with ease. This means the burst of engagement for community day builds a foundation for the year ahead. Their details are moved onto sign up lists, easily provided to volunteer partners. They can withdraw and see spaces counting down.
“The Butterfly Bank made community day promotion and sign up much faster and easier to manage. Plus, it has meant we can continue to promote volunteering across the rest of the year and reward behaviours we need to become a more sustainable company”.
Louise Ellison, Head of Sustainability, Hammerson Plc
Some stats: Community Day and The Butterfly Bank was launched at 5pm – 71 signed up and had booked their activity by 6.30pm. By lunchtime the next day, 120 had signed up. Within 3 days 222 days were booked.
2) To bring centre teams and office based teams together
Hammerson has teams across the UK based in shopping centres and retail parks. They were keen to both showcase what different centres were doing, to support involvement in community day at centre level and to encourage staff from across the group to join a different team in a different location for their volunteering. The platform brought together all community day opportunities in one place. It enabled London based staff to head out and join centre teams for their volunteering activity. Previous community day was arranged by the local centre teams and not communicated with the rest of the group until after the activity had taken place.
3) To encourage take up of the 3 days of volunteering on offer to all Hammerson employees
By utilising The Butterfly bank, employees can now visit the platform throughout the year to find new opportunities with our charity and local partners.
We have created five bespoke butterfly banking themes for Hammerson that reflect key strategic areas for them.
Employees are rewarded with virtual butterflies for each activity banked and regular recognition activities help to reward those leading the way.
Awards designed and delivered in October 2015 celebrated activity across the company and the fact that Hammerson employees met their challenge 3 months early. A new challenge has been launched.
Hammerson Butterfly Banking Case Study .