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Research has consistently shown that corporate philanthropy plays a significant role in shaping employee perceptions and morale, with 86 per cent of employees preferring to support or work for companies that prioritize the same issues they do (PWC report). This aligns with SoftServe’s experience, where the culture of volunteering and corporate citizenship has become a cornerstone of our corporate culture, driving engagement and setting us apart in the competitive talent market.

However, a disconnect between corporate potential and delivered results has been observed among Gen Z and millennials, highlighting the need for more targeted and impactful philanthropy. To bridge this gap, corporate philanthropy must be fully embedded in business operations, involving employees and aligning with the company’s mission and values while addressing urgent needs and creating lasting change.

In Ukraine… where the conflict with Russia has created a dire humanitarian crisis, corporate philanthropy has become a vital part of social responsibility. SoftServe, with its roots in Ukraine since 1993, has a long history of supporting local communities, partnering with universities, and participating in local initiatives.

Our commitment to philanthropy has taken the form of the Open Eyes corporate charity fund… established in 2014 to amplify our efforts. What started as an internal initiative to respond to the first wave of Russian aggression has evolved into a comprehensive platform for philanthropy, with a dedicated fund and core team supported by both SoftServe’s financial resources and associates’ donations. According to Business Reporter, corporate social responsibility initiatives can have a transformative impact on both communities and employees, leading to increased engagement, “goodwill,” and a stronger reputation (Business Reporter, 2022). By prioritizing embedded philanthropy, “companies can unlock the full potential of their social responsibility initiatives.”