wings forum como, italy – 18-20 nov 2010 communicating your cause engaging organizations in a...
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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
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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
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• 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
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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.
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• 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
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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
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A BROAD MESSAGE TO DIVERSE ACTORS
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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
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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
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LOOKING AT THE FOREST LOOKING AT THE TREE
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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