Beyond Events: How DMCs Drive Positive Change in Local Communities

It feels good to give back to the local communities in the destinations we represent, and luckily for us, there’s always an opportunity to make a difference. Corporate Social Responsibility (CSR) programs, one of our favorite event components, continue to provide a popular way to support local, underserved groups and give participants an opportunity to volunteer alongside their peers.  

The true power of a DMC lies in its ability to bridge the gap between corporate clients' strategic business strategies and local communities. By integrating CSR elements into incentive trips, events, conferences, and meetings, we can create opportunities for companies to contribute positively to the destinations they visit. This not only enhances the overall experience for attendees but also promotes sustainable and responsible tourism.

CSR Trends in 2024

In 2024, CSR trends are increasingly being shaped by programs that align with and support:

• DEI Strategies as a Pillar of CSR

By fostering a diverse and inclusive workplace, businesses are not just creating a fair and equitable environment for their employees but also reflecting these values in their external CSR activities.

• Social Justice Initiatives

Businesses are aligning themselves with causes that resonate with their core values and are finding ways to contribute meaningfully to social justice movements.

• Employee Volunteer Projects 

Companies are offering paid volunteer days and organizing group volunteering events, making it easier for employees to get involved. These projects often align with the company’s CSR goals, allowing employees to feel a direct connection between their actions and the company’s social impact.

• Community Engagement

Engaging with the local community has always been a crucial part of CSR. Companies are investing more in local projects, from environmental conservation efforts to supporting local schools and youth programs. This engagement is not just about financial investment; it's about building long-term relationships and understanding the needs of the community.

Together, these drivers are reshaping how companies approach CSR, making it a key component of their overall strategy and corporate identity. 

Minimum Time, Maximum Impact

360DG’s December 2023 staff Super Trip to Los Cabos, Mexico is a great example of an effective and simple way to work with local non-profits while engaging employees and giving back. Shorter length CSR programs are trending, offering maximum impact. Participants stay focused and you get the buy in & the attendance.

Ask your Team to Contribute

Each team member was asked to bring a book to Mexico for the Super Trip. Offering this active step of involvement to employees leads to higher participation and buy-in. The type of book will depend on the needs of the organization being served — it could be coloring books and crayons, or a tech/learning tool of some kind. Individual gifts like this avoid a budgetary meeting line item and avoid potential costly shipments. Some non-profits also have an Amazon wish list that allows items to be ordered, wrapped, and delivered directly to their final destination.

It was a great success, and one I would highly recommend our clients consider as part of their philanthropic strategy.

A Wide Array of CSR Options

The choices are limited only by your imagination! Here’s an option that’s sure to appeal to the golfers in the group. It’s a great example of combining fun, team building, engagement, and giving back! In Texas, the Charity Mini-Golf Tournament provides an opportunity to support the fight against hunger. This is particularly meaningful in Dallas County where 30% of children struggle with food insecurity and poverty. 

Here’s how it works: 

1. The group is randomly separated into teams, given a theme, and tasked with building a custom, playable miniature golf course hole. To achieve this goal, teams are provided with an extensive selection of non-perishable food items, some building supplies and artificial turf.
2. They combine these to map out their hole, creating some unique obstacles in the process. As I mentioned earlier with our Super Trip, we encourage our employees to contribute directly, thereby increasing engagement. You could do the same here. 
3. Once the building is complete, the teams play all the holes, before being joined by a food bank representative thanking them for the donation. In addition to having an enjoyable and engaging time with colleagues, participants are moved by the realization that their game and efforts have contributed to hundreds, perhaps thousands, of meals to local families in need. Give back and get back — that’s a priceless feeling! 

Other simple favorites include:

• Bike building for children
• Creating bee hives for local bee farmers and/or educational programs
• Putting together children’s snuggle packages (handmade comfort packages to be donated to a local children’s hospital)

More robust CSR programs provide ways to create legacy programs for longer lasting impact. Creating a garden for a women and children’s shelter, for example, provides the residents with a peaceful, safe place to enjoy time outdoors. Afterwards, residents can actively contribute by keeping the space weeded and caring for the plants. The client can add their name to the garden if they choose, and companies can return year after year. We find that individuals often donate to the organizations they have helped support. This is a great example of a legacy project.

Creating a playground and refurbishing school or community buildings are other examples of long-term projects.

An HR Perspective

Companies considering incorporating CSR might consider these statistics:

The number of millennials in the workforce is currently 56 million or 35% of the total U.S. labor force (Pew Research Center, 2018).

This figure is projected to grow to 75% by 2025. 

Why is this relevant to CSR?

The Cone Communications Millennial Employee Study (2020) found that 64% of Millennials won't take a job if their employer doesn't have a strong CSR policy, and 83% would be more loyal to a company that helps them contribute to social and environmental issues (vs. 70% U.S. average).

Across the country, DMCs like ours play a crucial role in shaping the experiences of corporate clients in a way that benefits both the company and the local community. By being a force for good, we not only enhance the event experience but also contribute to building a more connected, responsible, and sustainable world.

At 360DG, we are committed to giving back and supporting the communities in the regions we serve. Want to know more about CSR? Send me a note! I’d love to hear about your favorite programs and find out how we can help you make an impact.