Fortune 100s Are Turning Volunteering Into Relationship Building
In a year when artificial intelligence dominates headlines and digital fatigue continues to grow, human connection has become the most valuable currency in business. That’s why in 2025, the most forward-thinking companies aren’t just investing in tech, they’re investing in trust, authenticity, and people.
This May, one of the world’s most recognizable Fortune 100 companies did just that. Partnering with CTW Events to lead a record-breaking month of employee engagement, volunteering, and global impact.
Over the course of 31 days, the campaign spanned 381 events, mobilized 25,000 employee volunteers, and resulted in 410,000 hygiene kits being packed and distributed through 19 charitable organizations across the world. It wasn’t just another corporate volunteering initiative, it was a masterclass in what CTW Events calls Return on Relationships (ROR).
Making Purpose Scalable and Joyful
What made this CTW Events campaign truly groundbreaking wasn’t just its size, it was its spirit.
“We created spaces that were impactful, energizing, and unlike the everyday,” Madison Ayache, Vice President of Sales at CTW Events, continuing to say,
“There was music, there was dancing, and there was connection. But most importantly, there was impact. Teams built kits that would directly support communities after disasters. And they left feeling proud, because they knew they were doing something real.”
Why 2025 Is the Year of ROR and Why It Matters
According to Cvent’s 2025 industry trends report, Return on Relationships (ROR) is now a top metric for successful events.
Return on relationships (RoR) is defined as “the value accrued by a person or a brand due to establishment, maintenance and nurturing a relationship” (Gummesson, 2004). The definition lays the framework for constituent parts of the concept oriented broadly around interactions and corresponding value over time. (source)
While many companies still focus on traditional ROI (budget, attendance, reach), leading fortune 100 companies are asking deeper questions:
- Are our employees engaged and connected?
- Are our teams building trust and culture through shared action?
- Are we leaving communities better than we found them?
CTW Events has been ahead of this curve. With more than 6 million hygiene kits distributed to date, supported by 301,000 volunteers and over 1,000 charities, we’ve built a platform that delivers measurable social impact and lasting internal connection.
From virtual to in-person events, from Amsterdam to Tokyo, CTW Events designs custom solutions that fit any size, region, or culture, making them the ultimate ROR partner for purpose-driven brands.
More Than Just Volunteering, It’s Culture Creation In Action
As Madison puts it:
“Even the largest companies in the world don’t always have the internal capacity to deliver the kind of global volunteering experiences they aspire to. That’s where we come in. We act as an extension of your team. We make it possible to turn intention into action, and values into something employees can feel.”
The result? Companies are not only boosting morale, they’re building loyalty, purpose, and global reputations rooted in doing good.
What This Means For Your Business
Fortune 100 companies are no longer treating CSR as an afterthought. They’re making it central to how they connect with employees, customers, and communities. The impact of May’s CTW Events partnership is just one example of what’s possible when purpose and values
Because in 2025, it’s no longer just about giving back. It’s about building forward, together.
Ready to create impact that lasts?
Contact sales@cleantheworld.org to partner with CTW Events and make your next campaign unforgettable.