Projetos

1
Creative approaches to fundraising Marcia
Woods Institute for the Development of Social
Investment July 1st, 2006
2
IDIS

• Started with grant from Kellogg Foundation
• 4 years 1st year 100 of total funding for
  institute 2nd year 75 3rd year 50 and 4th 25

1 US 2.2 Reais
3
IDIS Sustainability Strategy

• 70 of the budget from consulting services
  typically 3 to 4 large projects small projects
• boutique consulting firm few clients, innovation
  and quality in services at a premium price (for
  the segment)
• create models of success
• 30 of the budget from grants
• corporate sponsorships for events and
  publications to disseminate our cause
• grants for innovative programs and development of
  new methodologies

CRM Initiative
4
Brazilian context a country of contrasts
IDH 0,792 63º in ranking of 177 countries
14th economy in the world

• Literacy rate 88,4
• Functional literacy 26 (IBGE)

The poorest 50 account for 10 of national
income and so do the richest 1.
Infant mortality rate19,8
Source 2005 - PNUD
5
Environment for CRM

• Many causes worth supporting
• Traditionally, donors focus on consequences as
  opposed to the root causes of the problem
• CRM represents an innovative way for donors to
  support and promote causes for social change
• Involve society
• Linked with business strategy

6
CRM Definition

• Cause related marketing is a commercial
  partnership that is established between companies
  and civil society organizations that uses the
  power of their brands for mutual benefit.

Source IDIS CSO Committee, based on BITCs
definition
7
Favorable context at IDIS and for philanthropy in
Brazil

• Initiative created in 2002, based on Avon
  experience
• Tap into new resources to support causes
• Marketing budget typically much larger than the
  budget of Community Affairs Department
• Develop a tool that is not adequately deployed in
  Brazil
• Opportunity to create models for CRM application
• Opportunity to create know-how at IDIS in
  developing and implementing a new initiative

8
CRM Initiative at IDIS

• Objective
• Stimulate and strengthen partnerships between
  corporations and Civil Society Organizations
  (CSOs)/Causes
• Generate knowledge
• Disseminate CRM models and best practices
• Exchange national and international experiences
• Establish partnerships to sustain the initiative

9
CRM Initiative Sustainability Strategy

• Raising awareness
• Advancing the causes
• Partnerships to sustain the initiative

10
Raising Awareness

• Building the business case
• Survey
• Identify consumer and business behaviour and
  attitudes towards Cause Related Marketing in
  Brazil
• Seminars
• Disseminate the concept, present the survey
  results and best practices
• Publications
• Generating knowledge

11
Causes Civil Society Organizations Committee

• Creation of Civil Society Organization Committee
• Training
• Social Network

12
Partnerships initiative sustainability

• Supporters
• Marketing Research companies
• Physical space (for meetings, etc.)
• Communication Agency
• IT consultancy services
• Technical cooperation
• BiTC (UK)
• Cause Marketing Forum (USA, NY)
• Ongoing sponsorships and grants to finance the
  initiative
• CAF grant 30.000 pounds per year
• Corporate Strategic Committee

13
Corporate Strategic Committee

• Objective
• to guarantee sustainability and increase the
  impact of the initiative
• Format
• companies that implement CRM programs
• 25,000 dollars in 2 years
• 2 formal meetings per year
• Benefits
• Capacity Building Activities Presentation on CRM
  and workshops
• PR and brand exposure

14
Corporate Strategic Committee
Support
Institutional Partner
15
CRM Initiative Results 2002-2005

• 2 Internationals Conferences
• 900 people attended conferences, presentations
  and classes
• Over 100 notes and articles were published in the
  last 3 years
• 2 surveys, analysing the attitudes and behaviour
  of companies and consumers
• 1st publication on CRM with Brazilian cases and
  data
• 2 Committees were created Companies and OSCs
• Video on CRM for dissemination
• International collaboration CAF, BiTC and Cause
  Marketing Forum

16
Lessons learned

• Surveys are fundamental we need numbers, data!!
• Strategic CSO Committee
• led to legitimacy
• hands-on knowledge for IDIS
• Partners such as CAF and BiTC are fundamental
  for both technical and financial support
• Corporate Strategic Committee is key
• Financial sustainability
• Credibility
• Fundraise continuously it takes time!
• Low conversion rate 52 prospects, 12 visits, 3
  sponsors
• Demand a 2-year commitment
• Different sources of funding