Instead of donating money to a given NGO, the private sector "donates a service" to the civil society.
In this case, a communication service, which will be provided by Community.
And this service will ultimately (and hopefully) help the civil society raise funds itself.
Donating this service is a way for the company to meet its ESG metrics.
Our service comprehends the fields of Marketing, (Re)Branding, Advertising and Communication in general.
From building websites and managing social media to building positioning strategies and creating printed materials (as well as fundraising campaigns) our services are paid by the private sector.
But they go to the civil society.
The civil society uses the services provided by Community to raise funds, increase profile and advocate for their cause.
In the end, they raise the money they need themselves.
In other words, instead of being "given the fish", with this model, the civil society ends up "learning how to fish".
And that leads to the NGOs' autonomy.
Well, because according to the 2021 edition of the "Corporate-NGO Partnership Barometer" produced by C&E:
And communication is how both sectors reach these goals. That's not a guess. It's a fact. Don't believe us?
Well, then just keep reading and you'll see how communication impacts - simultaneously - both sides of the "Corporate-NGO Partnership" coin.
This is how we know communication plays a MAJOR role for NGOs.
Community is partner with Aceleradora Glocal, which is an NGO accelerator based in São Paulo, Brazil.
It offers mentorship, connections and, every now and then, even capital to the NGOs selected to take part in its 4-month program.
During the program, NGOs of all kinds take classes in the following areas:
After a few years collaborating with Glocal, we have realized that, upon completion of the program, the FIRST area NGOs tackle in terms of accessing funds is... Communication & Marketing.
We don't really know why this happens, but we do know it makes sense, given that raising funds is all about communicating with the right audience, in the right way, at the right time.
Given that credibility is "reputation impacting one's ability to be believed", the greater the reputation, the greater the credibility.
Which means, it all starts with reputation, which is largely dependant of the ESG sentiment.
Ask us how companies may improve this metric (ESG sentiment), and once again, Reptrak has the answer: communication.