Personalizing Employee Engagement with CSR Through Segmentation

Author: Elizabeth Liberman

The Sum of Many Parts

Overview

HCA is comprised of a dynamic network of hospitals and health care clinics, each location with their own unique branding that highlights different qualities of Corporate Social Responsibility campaigns. With a corporate office in Nashville, Tennessee and more than 252,000 decentralized employees working across the United States, HCA turned to YourCause to create a personalized engagement experience for all of their domestic employees.

Challenges

HCA’s CSR team struggled to keep giving campaigns personal for such a diverse employee network. They needed a platform that could be accessed nationwide that remained customized to the hundreds of giving and volunteer campaigns held annually. With the help of segmentation, YourCause was able to provide a solution to their decentralization engagement.

Answering the Call

The hospital network includes over 170 locations throughout the United States uniquely names and branded. When developing a platform that catered to so many locations’ needs, YourCause strategically designed a portal with segments capable of being branded to match each unique location. Once designed, HCA is able to connect with the YourCause team to decide which capabilities and features they want on each segment.

With the use of Engagement Elements within the portal, each HCA location is able to call out certain programs or local organizations of their choice, creating even more personalization of the site. Campaign Leaders are designated at each location to communicate and to ensure HCA employees engage with programs they are passionate about.

Testing the Waters

Segmentation also provides the ability for CSR practioners to pilot a program in one location where interest can be gauged, feedback can be gathered, and budget projections can be made before launching nationwide. In HCA’s case, the Nashville headquarters adopted Dollars for Doers and is using engagement results to plan accordinly for future campaigns.

Along with maintaining separate programs, segmentation provides engagement and campaign privacy. Employees have access to the location in which they work and information that is not applicable is not displayed. Each location is able to pull a personalized report and maintain data privacy among its employees.

The YourCause team has partnered with the HCA Community Engagement team to establish hundreds of giving and volunteering campaigns across the nation while maintaining a customized feel throughout the platform. Because of the extensive number of HCA medical locations and the personalized branding of each center, the strategy of segmentation in the YourCause platform created a flexible and tailored engagement experience to a very decentralized corporation.