For many businesses, being a good corporate citizen has long meant investing in the areas where employees live and work. Companies sponsor events, support nonprofits and encourage their team members to volunteer for local causes. But what if corporate philanthropy could do more than bolster the community? What if it could also strengthen the workplace by enhancing employee engagement and retention? A thoughtful giving campaign can do both.

As I've seen firsthand, well-designed initiatives make philanthropy accessible by bringing opportunities directly to employees. Voluntas, a peer-reviewed nonprofit publication, reports that exposure to a workplace campaign option increased the likelihood that individuals participated in formal giving. In other words, simply creating an avenue for employees to donate can help encourage generosity.

But a small Arkansas business with 20........

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