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Special Project

Special Project
From the 5th Annual Shorty Social Good Awards

Acts of Caring: Mobilizing CIT employees, customers and others to give back

Finalist in Financial Services

Entered in Community or Employee Engagement, Integrated Campaign


CIT is committed to giving back in communities it calls home. Each year, the company spearheads an annual employee volunteer initiative in June called CIT Cares Month.

This year, however, CIT transformed its annual employee volunteer initiative to reflect the needs of the current environment and introduced Acts of Caring – a program that, simply put, focused on doing something good, wherever you are.

Acts of Caring included three main components to support communities across the country during an unprecedented time: an employee volunteer initiative, a customer component to help support nonprofit-led community projects, and a public poll to further give even more.  

By implementing a number of efforts inclusive of multiple stakeholder groups, CIT supported tangible community needs that advanced COVID-19 relief, inclusion, economic and social justice, sustainability and food security.

Strategy and Execution

Beginning in June, Acts of Caring mobilized CIT employees to give back virtually during a unique time of need. Many of CIT's volunteer hours directly benefited COVID-19 relief and front-line workers. Other notable causes included hunger relief, clean-up of the environment, support of economic and social justice and development for at-risk youth.

Building on this momentum, CIT spearheaded an email campaign across its consumer and commercial business segments inviting customers to nominate a need in their hometown and share how the company could support those efforts on their behalf. CIT provided 10 customer-nominated projects a $10,000 grant each. These projects represented a broad representation of priorities across locations where CIT has a significant customer presence:

Customers and other stakeholders were then invited to participate in an online poll to determine which of the 10 nominated projects would receive additional support of an extra $10,000 grant. For the poll, voting was bolstered by a robust social media and digital advertising campaign over a 10-day timeframe. Flushing Town Hall received an additional $10,000 grant based on votes.


CIT employees contributed 3,000+ Acts of Caring and nearly 5,000 volunteer hours during the month-long initiative.  Specific support included:  

As part of customer component, CIT’s Acts of Caring supported the following nonprofits and needs of the communities they serve in the following ways:


Video for Acts of Caring: Mobilizing CIT employees, customers and others to give back

Entrant Company / Organization Name

CIT Group


Entry Credits