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WINGS ForumComo, Italy – 18-20 Nov 2010
Communicating your causeEngaging Organizations in a 10-year vision for the
Social Investment Sector in Brazil
GIFE• Founded in 1995• Gathers 134 of the largest social investors in
Brazil (total of US$ 1.2 bi invested in 2009)
Strengthen the network’s social investment (knowledge sharing and networking)
Improve social investment environment in Brazil
ABOUT GIFE
• Poor legal environment (tax exemption /incentives)• Week culture of giving• High concentration of corporate investors (86% of
GIFE’s members) • Concentration of investment in some areas and regions
of Brazil
Booming social investment sector with economic growth
SOCIAL INVESTMENT IN BRAZIL
CIVIL SOCIETY LEGAL AND ECONOMIC ENVIRONMENT
SOCIAL INVESTMENT VISION FOR 2020
A more relevant and legitimate social investment sector, which invests in a wider range of themes and geographic
areas, through a diversified assortment of sustainable philanthropic institutions.
• Develop a common vision• Align strategies• Track progress
Participatory process > engagement / ownership on result
Work by consensus > inclusive process / challenge of diversity
slow progress / strong engagement
SOCIAL INVESTMENT VISION FOR 2020
COMMUNICATION AS A COMPONENT OF THE PROCESS
“Wave” strategy: consolidate Vision among members and then involve other actors
Multi-way communication
Don’t underestimate your audience by creating a process only to legitimate your position
Use your audience to enrich and validate your proposals, incorporating suggestions, improving and bringing it back
A BROAD MESSAGE TO DIVERSE ACTORS
SEGMENTED COMMUNICATION
• Mainstream the message in general communications (web portal, newsletter, researches, events, etc.)
• Develop specific communications to different publics
Incorporate the message into the organization’s culture
Consider organizational capacity and seek stronger impact by engaging others
Various actors and many agendas: how to bring them onboard?
• Members are larger and more capable of influencing public policies
• The message needs to consider how it will be perceived by each audience
A BROAD MESSAGE TO DIVERSE ACTORS
LOOKING AT THE FOREST LOOKING AT THE TREE
How to engage diverse actors in our cause?
• A strategy that will assist them in developing their own
• Providing a context analysis that would be otherwise difficult for them to develop themselves
• Focus on few but strong principles – any communication that is too complex is likely to be weak in adherence
CHALLENGES AND PERSPECTIVES
