1. O4O Context Mapping Relationships between national context and developing O4O social organisations Sarah-Anne Munoz, Centre for Rural Health, UHI

2. Gathering and analysing information that allows the identification of how context affects the development of O4O initiatives. Policy Demography Volunteering – enterprise culture Similarities and differences? Written questionnaires completed by O4O project partners Followed up with telephone interviews Participant validation of findings Staged data gathering throughout the project Thematic analysis of information What is Context Mapping? The O4O context mapping process was led by Dr. Sarah Skerratt at SAC

4. Definitions and perceptions of “older” vary by O4O partner country Demographic Context Figure 1: Definitions of “older” according to age in project partner countries (O4O Context Mapping Report, Skerratt, S., 2010)

5. The percentage of the population aged over 65 varies between O4O partner regions/ countries Demographic Context 4 % 16 % 25 % 19.5 % 20.4 % 16.3 %

6. O4O partner countries have differing histories and cultures of formal volunteering. Reports of low levels of volunteering and motivation to volunteer “It is a very big challenge for us to get older people to understand to do things for themselves. This generation is used to things being provided for them.” Voluntary activity may not be labelled as ‘volunteering’ “Voluntary services are not seen as something positive…because we have a history that the State or Municipality takes care of you after a lifetime of work.” Some associate volunteering with a (potential) loss of state service provision “The people, especially the elderly, in the village think ‘are the Municipality therefore taking something away from us?’” Participating in O4Os: volunteering cultures

7. “Nordic” Working for a social purpose Using business practice Regulated work integration function State support of salaries “Celtic” Working for a social purpose Using business practice Trading with ‘community’ Reinvesting profits in ‘community’ Participating in O4Os: enterprise cultures

8. PREVALANCE OF SOCIAL ENTERPRISES WITHIN OUR O4O COUNTRIES FEW 209 in Finland FEW 170 in Sweden Virtually none 3,000 in Scotland 35% rural 500 to 1,000

9. “The policies for addressing the specific needs of the elderly, and rural elderly…show that health and social services are components of a wider system which includes policies relating to transport, affordable fuel for heating and cooking, and housing.” (O4O Context Mapping Report, Skerratt) Gap between policy and implementation within communities Networking ‘politically’ Social enterprise support and funding Policy Context

10. Definitions of “older” affect who can/wants to be involved in O4O initiatives Varying proportions of older people within rural populations present both opportunities and challenges Volunteering cultures affect willingness to ‘get involved’ and the ways in which people participate Contextual Expectations and Outcomes (1)

11. Enterprise culture can affect: Funding streams available/ accessible for developing O4O initiatives Organisational models of O4O initiatives Relationship between O4O initiatives and the public sector A wide range of rural policy influences how older people can get involved in, and receive services from, O4O initiatives Contextual Expectations and Outcomes (2)

12. O4O Context Mapping Relationships between national context and developing O4O social organisations Sarah-Anne Munoz, Centre for Rural Health, UHI Sarah-anne.munoz@uhi.ac.uk Culture and Policies: helping or hindering rural social enterprises in service provision? A policy briefing by Dr. Sarah Skerrat(SAC) on behalf of O4O