Executive Summary

In 2021, BrightSpire Capital, Inc., an internally-managed commercial real estate credit REIT, previously known as Colony Credit Real Estate, Inc., faced a critical decision about their employee giving program. They had to decide if they wanted to continue their charitable giving program with a large institution or switch to a platform that would best serve its employees’ needs. This case study examines their journey from a cumbersome enterprise platform to a more agile solution that better served their newly independent workforce of employees.

The search for a New CSR Platform

Before their internalization, BrightSpire Capital, Inc., known as Colony Credit Real Estate, Inc., was a subsidiary of Colony Capital, Inc., which utilized Benevity as its employee-giving platform. While Benevity had supported the management company for years, it was becoming increasingly challenging for both employees and administrators. Administrators sometimes found the processes and workflows unclear, while employees struggled to navigate the Benevity platform and understand when and how donations were processed. This led to confusion and low participation in giving initiatives. “Benevity is not the easiest to navigate,” recalls Falisha Indarjit, the program administrator.

The challenges manifested in ways that directly impacted employee engagement and satisfaction. Employees would make charitable donations and then wait weeks without seeing their donations reach the intended organizations. The lack of transparency created frustration, particularly during time-sensitive campaigns like marathons and other one-day fundraising events. Employees were often looking to admins for help, but when admins followed up with Benevity about the status of the donations, they often encountered long response times when requesting information about when the donations would be delivered.

The cost of maintaining the platform added another layer of complexity. As Indarjit noted,

“The cost of Benevity was high, and we noticed that the high fees did not match the quality of service we received. The combination of high fees and poor service made it clear that after BrightSpire Capital internalized, we would not continue with Benevity.”

- Falisha Indarjit, Program Administrator

Finding the Right Fit

The company's transition to independence coincided with the search for a new platform. They needed a solution that could scale with their organization while maintaining the personal touch often lost in enterprise systems. Their exploration led them to Groundswell, a newer player in the corporate giving space.

What caught their attention wasn't just the platform's capabilities, but also its approach to customer service. "Groundswell wanted to work with us and get our feedback," Indarjit explains. “They really listened to what we wanted and tried to make things happen." After assessing their needs, BrightSpire Capital chose Groundswell because of its:

Intuitive Platform

Groundswell offers an easy-to-navigate web and mobile app that allow employees to make donations quickly and efficiently, significantly improving user experience.

Real-Time Matching

The immediate employer matching feature enables employees to see their contributions matched in real time, empowering them to donate to multiple organizations without restrictions.

Fast Distribution Timelines

Donations are delivered within 24 hours and employees can track their donations in real time, providing clarity on where their donations are going and when they will be delivered.

Responsive Support

The Groundswell team provides timely assistance, ensuring administrators and employees feel supported throughout the entire process.

Enhanced Engagement

With improved communication strategies, including email blasts and team notifications, employees are more aware of giving opportunities and are more likely to participate.

Results and Impact

The shift to Groundswell brought immediate improvements in several key areas. The most significant change came in the form of transparency into matching and distribution timelines. “What I love most about Groundswell is that you put in your $2,500 or your $1,000, and you see that immediate employer match," says Indarjit. This instant visibility allows employees to better plan their charitable giving and split donations across multiple organizations.

With Groundswell, BrightSpire Capital has seen an increase in employee participation, particularly during significant events like Giving Tuesday and charitable fundraising events like Cycle for Survival. The mobile-first approach also resonated particularly well with their workforce. “We already do everything on our phone. So now we can donate on the go, anywhere, ” Indarjit notes. The ability to make donations through both a web and mobile app interface transformed BrightSpire Capital’s giving from a desk-bound task to an accessible, anytime activity.

Perhaps the most striking contrast with their previous solution lies in the level of support. “I needed someone that was going to hold my hand and be a partner in this process,” Indarjit explains. “When we want something done, we want it done now. I don’t have time to submit a ticket and wait weeks.” Groundswell’s responsive customer support team has become a crucial factor in the program's success. As Indarjit notes, “The immediate support that we have with the team and the fact that the system is so easy to navigate, it just makes the whole process so much easier.”

Conclusion

The company's transition from Benevity to Groundswell demonstrates the impact of choosing a platform that prioritizes user experience and operational efficiency. Where their previous solution created friction with delayed matching and complex processes, Groundswell's immediate matching capabilities, 24 hour distributions, and streamlined interface have transformed how employees engage with corporate giving.

The impact is clear across multiple dimensions. Employees appreciate the instant visibility of their matched funds and the freedom to distribute donations across multiple organizations at their own pace. The mobile-first approach has turned giving from an administrative task into an accessible, everyday activity.

"The system works. It's easy. It's manageable. You're able to get the feedback and the support that you need.”

For Indarjit and other program administrators, the reduced administrative burden and responsive support team at Groundswell have eliminated the chronic delays and communication gaps that previously plagued their giving program. Indarjit’s experience captures the transformation: “The system works. It's easy. It's manageable. You're able to get the feedback and the support that you need.”

‍