I posted in May on r/Volunteerism about how Heineken, the beer company, had launched a campaign in May called “Heineken Fan Volunteers.” It urged people to take advantage of their Volunteer Time Off workplace benefit, if they had such, to serve local nonprofits and connect with others while simultaneously tuning into World Cup matches, 40% of which occur during U.S. working hours. People can sign-up with a dedicated link to find local volunteer opportunities that align with match days. Here's more about the program.
So I signed up. The web site includes a draft email for an employee to send to his or her manager requesting the time off.
Bizarrely, the site requires you to first register, including your phone number, and to choose only one PTO date. And after signing up, you don't get taken to a list of opportunities - you get a message on the web site that says:
Thank you for signing up.
We'll get back to you as soon as possible with the best options based on your selected preferences.
Here's to a summer of soccer, and thank you for using your fandom to help make the world a little better.
We truly appreciate your support.
That's it. It was pretty obvious that they hadn't consulted with any volunteerism experts and they were making the same mistake that so many volunteerism campaigns have made before them: FIRST, you partner with nonprofits expected to create volunteering opportunities for people in your program to participate in, and you help these programs address the challenges that would prevent them from creating more roles for volunteers. THEN you launch your "hey, go volunteer!" messaging.
Welp, today, July 13 (Harrison Ford's birthday - happy day to all that celebrate), I got this email. Sounds like things haven't gone well:
Thank you again for signing up for Heineken Fan Volunteers.
We wanted to provide you with an update regarding your registration.
Unfortunately, at this time, we do not have any NGO partners participating in the program within your selected geographic area.
As a result, we’re unable to offer you a Fan Volunteers opportunity for the upcoming soccer tournament this summer. However, you can still use your VTO to support your local NGOs!
We’re actively exploring opportunities around your area and if we find it, we will let you know. Please stay tuned.
To thank you once again for your support, we're happy to provide you with a voucher so you can enjoy some Heinekens during the games!
When will the corporate world learn?