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

www.gife.org.br

Grazie!

Andre Degenszajn

andre@gife.org.br