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Launched this week by EcoMedia, Viewers to Volunteers compiles videos, articles, and other content — all of it underwritten by corporate advertisers — and a complementary mechanism for giving. Starting next month, users will be able to earn points by engaging with the content, such as watching a video and sharing it with friends. They can then "spend" their points by directing a participating corporation to make a charitable donation to a specific nonprofit.

Brands that execute their corporate social responsibility marketing efforts well have a better chance of earning the loyalty of prized Millennial consumers, who value brands that work for good. With social responsibility practically an expectation among younger consumers, brands that fail to share their achievements in this arena may lose out

This Forbes blog post argues that CSR programs alone “are not capable of making corporations do what they need to do in order for them to contribute to a sustainably effective world.” It goes on to assert, “Doing the right things and doing them right needs to be part of the fabric of corporations, not an add-on.”

Employee-driven corporate philanthropy can help create a healthy and inspiring work culture and drive employee engagement, recruitment and retention. But simply offering these programs isn’t enough. Read about what works in keeping volunteer engagement high.