{"id":43675,"date":"2015-12-21T08:41:26","date_gmt":"2015-12-21T07:41:26","guid":{"rendered":"https:\/\/www.voyages-d-affaires.com\/valeurs-solidaires-humanitaire-et-motivation-le-couple-gagnant-20151221.html"},"modified":"2016-02-10T10:37:08","modified_gmt":"2016-02-10T09:37:08","slug":"humanitarian-values-and-motivation-the-winning-combination","status":"publish","type":"post","link":"https:\/\/www.voyages-d-affaires.com\/en\/humanitarian-values-and-motivation-the-winning-combination","title":{"rendered":"Solidarity values - Humanitarian aid and motivation: the winning combination"},"content":{"rendered":"

Motivating teams and building customer loyalty are key concerns for companies. For the last ten years or so, challenges of all kinds, trips to the other side of the world and special events designed to surprise and bond employees have been on the wane. This is because, against the backdrop of the economic crisis, new trends are emerging in the world of work. People are less interested in individual performance and less attached to their company, especially the younger generations, for whom the lure of a good salary is no longer enough. Instead, the company's image has become a determining factor. Pride in having an employer or partner involved in charity work often outweighs financial considerations. In this context, humanitarianism, which brings people together and promotes positive values, gives a more altruistic meaning to communication events and incentives. For many people today, having the feeling of being useful and taking part in an ethical action is more rewarding than having the privilege of attending a prestigious evening or taking part in a VIP trip to a dream destination.<\/p>\n

These operations can take various forms, for example a reward trip to a developing country with, as a bonus, the presentation of various donations - medicines to a hospital, school supplies to a school, a financial contribution to the building of an orphanage - or even challenges organised in partnership with a recognised humanitarian association.<\/p>\n

Every year since 2007, the HRG business travel agency has been supporting ActionAid, an NGO working to promote respect for human rights and combat poverty around the world, through its HRG Day. \"It's an international day of celebration and fundraising that brings together all HRG employees worldwide. Over the past eight years, we have received almost 500,000 euros for ActionAid,<\/em> explains Gaia Jami, HRG France Marketing and Customer Loyalty Manager. The aim of this operation is to give everyone a sense of the international scope of our company, while allowing everyone to have fun together and do something for a good cause.<\/em>\" \"To raise as much money as possible, we are also inviting suppliers and sponsors,<\/em> Gaia Jami continues. But more than just a great action, this event is also a great opportunity to spend time with colleagues and partners in a less formal, non-business context...<\/em> We usually work to serve our customers, but HRG Day is a new opportunity for us to come together for the same purpose, whatever our nationality or profession.<\/em>\"HRG Day is also combined with Quality of Work Week, during which well-being sessions are organised. As part of this, employees can take part in various activities such as massages, dietary workshops, disability awareness, dance classes, etc.<\/p>\n

\"The<\/p>\n

Yes to charity work!<\/h2>\n

For its part, the AccorHotels group has set up an endowment fund to support solidarity or environmental projects run by employees, with actions aimed at disadvantaged populations both in Mexico and in Marseilles, in the northern suburbs. The fact that these projects are local offers a better guarantee of success, as well as being a source of motivation for employees. This is no mean feat in a business where staff turnover is high.<\/p>\n

These cases are not unique when it comes to internal communication. In response to the question \"Are you ready to integrate a charitable dimension into your challenges?\" asked in an online survey conducted by Action Co in 2012, 81.9 % of companies answered \"yes\"! With this in mind, the Phoebus Communication agency organised a seminar in Morocco for one of its clients, bringing together 160 managers and including a humanitarian initiative. The aim was to recreate links between its franchisees, who were only seeing each other once a year. During the event, the Group handed over a range of supplies to a village, including a water pump and solar panels purchased through a fund-raising campaign. The emotion felt by the participants during this trip remained strong for the next two years.<\/p>\n

But over and above the human aspect, a company taking part in a humanitarian action also benefits financially. Donations of money or equipment entitle them to a tax reduction equal to 60% of the amount of the sums paid or products donated, \"within the limit of 0.5% of their turnover excluding tax\", as defined in article 238 bis of the General Tax Code. In addition, this same article incorporates the \"Coluche law\", which allows an additional tax deduction for certain charitable and humanitarian associations known as \"organisations helping people in difficulty\", such as Restos du Coeur, Emma\u00fcs, Fondation d'Auteuil, Secours Populaire, Secours Catholique, Fondation Abb\u00e9-Pierre, Petits Fr\u00e8res des Pauvres, Unicef, Salvation Army and Handicap International.<\/p>\n

\"Many<\/p>\n

\"As<\/p>\n

\"For<\/p>\n

Solidarity actions<\/h2>\n

G\u00e9raldine Houili\u00e9re, head of the sponsorship, partnerships and philanthropy department at the French Red Cross, notes that \".More and more companies are asking for humanitarian incentives. This trend is supported by a growing number of offers from humanitarian associations.<\/em>\". At the French Red Cross, the corporate department represents \u20ac18 million. The association offers various modules ranging from social action to first aid courses, material or financial aid during natural disasters, participation in major mobilisation events and skills sponsorship. For example, since 2006, the French Red Cross has been organising the Tous en F\u00eate operation with the support of the Fran\u00e7aise des Jeux (FDJ) corporate foundation. This programme of festivities is dedicated to people and families in precarious and isolated situations. From tea parties and circus shows to festive meals and Christmas markets, nearly 300 festive events are being held across France to support people of all ages.<\/p>\n

Every year, Fondation FDJ donates \u20ac350,000 to the Red Cross, for a total of \u20ac2.5 million since the start of its involvement, making it one of the major contributors to the French charity. \"It's one of the company's high points! All over the country, FDJ employees volunteer to support the event. They are proud to take part in a great social action and to feel useful\", underlines G\u00e9raldine Houili\u00e9re.<\/p>\n

As far as external communication is concerned, the majority of requests relate to solidarity marketing operations. There are many ways of helping the French Red Cross. For example, from February to March 2015, the Freedent brand donated a percentage of the sale of each pack of chewing gum to the French charity. \"In conjunction with the Malakoff M\u00e9d\u00e9ric group, we have also developed a home accident prevention module called 'Well-being and independence' aimed at senior citizens.<\/em>\"adds G\u00e9raldine Houili\u00e9re. More recently, the M\u00f6venpick Paris Neuilly hotel organised a solidarity brunch, with part of the proceeds going to the French Red Cross to help open a baby\/mother centre in the Hauts-de-Seine department. \"Participation in charitable causes is part of the M\u00f6venpick Group's DNA<\/em>\"says \u00c9douard Plaisance, deputy general manager. There was an information desk staffed by volunteers from the association and a tombola for customers. \"It is important to select a charity with which employees and customers can identify.<\/em>\"advises \u00c9douard Plaisance.<\/p>\n

At Action contre la Faim, there are several solutions that meet the communication and motivation needs of a company, as Fabienne Tainturier, Head of Corporate and Institutional Donors, explains.For the past eight years, we have been organising the Challenge Against World Hunger, one of the world's biggest sports and solidarity team-building events, on the forecourt of La D\u00e9fense and at various other venues in France.<\/em>\". The concept is simple and unifying. The company sponsors its employees, who choose to take part in one of the four sports on offer: running, walking, Zumba or Zen gym classes. The participants defend their company's colours while practising a sport. In 2015, nearly 110 companies took part, including Butagaz, BNP Paribas, Colgate Palmolive, Cr\u00e9dit Agricole, EDF Energies Nouvelles, GFK, Groupon, SNCF Voyages, Tha\u00ef Airways International and Amundi. Of the \u20ac819,237.50 raised, \u20ac75 % will go this year to the association's programmes in Afghanistan and Burma. The remaining donations will be used on an emergency basis. \"There are many ways in which you can support our cause and get your employees involved at the same time,<\/em> stresses Fabienne Tainturier. For example, Mondial Assistance employees come to help us organise our events on a voluntary basis, some of them speaking in schools to present our association and talk about the countries that will benefit from our aid. The Petit Fut\u00e9 editions offer us a page to describe our missions in the guides of the destinations in which we intervene. At the same time, their staff took part in this year's Challenge contre la Faim (Challenge against Hunger), which was combined with a seminar.<\/em>\"<\/p>\n

\"Every<\/p>\n

Similarly, the work of Cybelle Plan\u00e8te, a participatory ecology association whose aim is to preserve biodiversity, has been supported by Cr\u00e9dit Agricole for many years. \"Their employees join us on biodiversity conservation missions,<\/em> explains C\u00e9line Arnal, director of the association. In practical terms, they join a team of professionals and take part in their day-to-day work: monitoring the animals, behavioural studies, care, etc.<\/em>\"Another example: in 2013, Techn\u00e9, a specialist in waterproofing seals, set up a 15-day eco-solidarity holiday in Benin for 14 people, supervised by Cybelle Plan\u00e8te and supported by the NGO Eco-B\u00e9nin. The aim of the holiday was to replant mangrove trees. According to one of the participants, \"the group learned humility and common sense, and rediscovered the values of mutual aid and listening. And also a word that is very important: patience\". This experience serves as a communication and motivational tool for the company. \"The group has forged a very strong common memory, a bond that now unites the participants<\/em>\"says C\u00e9line Arnal.<\/p>\n

\"As<\/p>\n

Supporting worthy causes<\/h2>\n

Corporate philanthropy is another attractive way of supporting a worthy cause while enhancing a company's image. Thanks to private donations, the Simon de Cyr\u00e8ne association in Burgundy, a member of the federation of the same name, plans to build a shared home for the disabled in the Dijon area. Propelled by the success of the film Intouchables, the screenplay of which was inspired by the book Le Second souffle by Philippe Pozzo di Borgo, who became a quadriplegic after a paragliding accident, the association is developing community living spaces where able-bodied and disabled adults, following brain damage, head injury or stroke, share a friendly and supportive relationship. Celsius, which specialises in bakery equipment, is the first sponsor of this initiative, and local businesses are expected to follow.<\/p>\n

Whatever the means chosen to integrate a humanitarian approach into an internal or external incentive plan, the choice of cause can be made by the company or by the employees themselves. Ideally, the cause should be close to the company's sector of activity, so as to create synergy and a sense of ownership among employees. As humanitarian actions are generally part of long-term missions, companies can use them as a means of communication and long-term motivation. In this way, charitable work becomes a formidable tool for building loyalty.<\/p>\n