Wed, 30 Jun 2010 21:16:00
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| Article by:
Kerri-Suzanne Kyle
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 Courtesy of Esurance. |
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By Kerri-Suzanne Kyle
Esurance’s corporate philanthropy emphasizes giving to communities where its close to 1,700 associates work and live – in 13 regional offices throughout the U.S.
“We believe in being a good corporate citizen,” Community Relations Manager Joann Lee said.
“Dollars for Doers” is a pilot program testing a new way to give. Esurance began offering the choice to associates in April. When an employee volunteers eight hours at a nonprofit from a pre-approved list, the company donates $40 to that organization. Melissa Chapman, Brand and PR Manager, said donations may range from $40 to $5,000 in the future.
Chapman did her service at the San Francisco Food Bank, working in conjunction with Oakland high school students.
“Being able to help out, outside the holiday season, was something I was very proud to be part of,” Chapman said. “Homelessness is a year-round problem.”
“Our business only increases as we build community ties and show the human side of our company,” Lee said.
As one of the first online-only insurance companies – founded in 1999 in San Francisco – Esurance’s initial focus was on normalizing customer service in cyberspace.
In June 2010, it launched a new advertising campaign, designed to highlight the human connection. New commercials feature a “live action ense
mble cast of characters,” Chapman said, replacing animated spots hosted by a hot-pink-haired avatar named Erin.
The new approach, “People when you want them, technology when you don’t‚” Chapman said, “offers the best of both worlds.”
In addition to its inaugural “Dollars for Doers” program, Esurance provides three additional ways to be visible in its Bay Area community.
In 2007, the company established a grant program. Employees are surveyed to nominate their favorite charitable organization. The most popular choices address green technology/environmental issues, homelessness, animal rescue and youth enrichment/education. Instead of requiring nonprofits to fill out lengthy grant proposals, Lee said the survey enables its associates, who are quite active in their communities, to weigh in on issues they are passionate about.
Habitat for Humanity won the grant in 2010, and Susan G. Komen for the Cure won in 2009.
In 2004, Esurance developed a matching gift program. Individual associates choose a charity and the company matches funds to a pre-determined cap. Each year, it offers a volunteer program that gifts all employees, who serve for a day at their chosen charity, with a paid day of wages.
Recent projects include an annual partnering with Friends of the Urban Forest at Hunter’s Point community rocks garden in March; Beach Clean-Up with San Francisco’s Surfrider chapter; and another urban reforestation program, as part of its sponsorship of NBA’s Golden State Warriors. Warriors’ Players and Esurance associates joined with Aviation High School students in Oakland to plant more than 100 trees on school grounds in April.
Current company-wide volunteer efforts include ROCK’s, Real Options for City Kids, “Go for Good – Corporate Urban Adventure” scavenger hunt held June 25. Eight associates participate in a competition against three other corporate teams. Proceeds benefit ROCK and the corporations gain team-building and innovative technology skills.
On Aug. 4, an Esurance team will participate in the JPMorgan Chase & Co. Corporate Challenge at Embarcadero. |
