The flight plan of strategic philanthropy

When someone asks me why I always emphasize the importance of strategic philanthropy , I usually respond with another question commonly used when discussing planning: "Would you get on a plane without a flight plan?"

Philanthropists support causes they identify with and believe in, aiming for the transformation they want to see in the world. This is the destination of their journey, which can involve various areas: health, education, entrepreneurship, among many others.

It is precisely strategic philanthropy that provides the means to achieve the objective. Essential in this process, indicators and continuous monitoring of progress with transparent information enable course corrections and reinforce the confidence of donors and investors in the project.

The pandemic has provided good examples of how indicators can support strategic philanthropy by providing information that paints a picture of the moment we are living through.

The Donation Monitor , created by the Brazilian Association of Fundraising Professionals (ABCR), allowed us to get an idea of ​​the progress and variations in donation rates, which exceeded a total of R$7 billion and brought together more than 700,000 donors.

The 2021 World Giving Index (WGI) survey, conducted by the Charities Aid Foundation (CAF), reinforces the wave of solidarity we are experiencing in Brazil (31% donated more in 2020 than in the previous five years).

The data demonstrated the strength of the emerging need, but the awakening to the importance of observing social issues, represented by the letter S in the acronym ESG (Environmental, Social and Governance), is amplified by market changes, which now demand that companies have a purpose and socio-environmental behavior in accordance with best practices that are reflected not only locally, but also drive new global guidelines.

There is also a demand stemming from the financial system , which is imposing a higher level of responsibility on organizations.

Another important player in this process is the consumer market, with a new generation that is redefining values, considering aspects that go beyond price when making a purchase.

It is a transformation that is happening at an accelerated pace. Because of this, we are already beginning to see a change that is reflected in the indicators of the third sector .

This renewal will have a positive , and institutions that are attentive to the movement will be able to benefit by aligning their work and projects with companies that have similar purposes.

One detail worth noting is that when we talk about evaluating results, we shouldn't limit ourselves to numbers, as the analysis is both quantitative and qualitative. We need to develop metrics specific to the Brazilian reality that demonstrate long-term impact.

With indicators, it's possible to develop solid, evidence-based strategies to maximize every investment. This management benefits the community and complements the public good.

Strategic philanthropy helps institutions grow, strengthening them through assertive decision- , credibility, and a broad reach in promoting social benefits.

By Carola Matarazzo.

This article was originally published on the website of the newspaper O Povo – CE .