WINGS Forum Como, Italy – Nov 2010 Communicating your cause Engaging 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

LEGITIMACY AND RELEVANCE Management Governance Impact Communication Partnership SCOPE OF INVESTMENT Issues Regions Public Strategy DIVERSITY OF INVESTORS Corporate Family Independent Community Individual 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

Grazie! Andre Degenszajn