Has it really been that long since my last post? Guess I've been busy.
Not to be too serious in this post, but I've been asked recently the same question by several clients: "What emerging trends in philanthropy impact the way we communicate." So I thought I'd publish a few of my responses.
The last decade has brought about fundamental changes in the way we communicate – from minute by minute Internet news cycles, to demanding and varied stakeholders with new expectations, to complex social media platforms where user-generated content is increasingly the valued norm. Here are a few trends in grant making that present considerable and more sophisticated communications opportunities for all funders.
• Collaborative funding and knowledge share: Co-funding of financial resources among (mostly) private foundations toward a common goal is a development in grant making that has been gaining momentum but has gotten little broad-based attention. The rapid growth of collaborative funding models such as venture philanthropy, growth capital markets and funding syndicates have been able attract more capital than some of the country’s largest community foundations. From a communications perspective, collaborative funding is allowing foundations to become more open about their work, even creating feedback and sharing systems for the sector, communities and individuals like never before.
• Inherent desire to give locally: Donors and corporations alike are presently focusing much of their time and dollars on supporting local needs. Even multi-national corporations are seeking ways to align their support with activities likely to impact local operating communities. Leadership in a particular area is often defined by being able to bring together all key stakeholders to address an issue, on a global, national and local level. For large organizations, this is a monumental task.
• Marshalling the troops: More and more C-suite executives are engaged in setting and communicating the philanthropic vision of a company, a reversal from past decades. Employees are still the “first audience,” and corporate communicators know the principles of “change communications” apply to drive the corporate philanthropic vision, especially when that hoped for change is visible on the community level. Employees must be able to respond to changing, and often varying, societal expectations in the many geographies and cultures they serve.
• “Voluntary” and “mandatory” initiatives finding common ground: The lengthy debate about the relevant merits and effectiveness of “voluntary” initiatives vis-à-vis measures imposed by government is giving way to recognition of a substantial middle ground. Governments themselves are encouraging creative private-sector led efforts – as long as these are accompanied by clear criteria for participation, standards for accountability, transparent reporting, and engagement with non-business stakeholders. Navigating the different programs involving other businesses, local laws, NGOs, “socially responsible” investment funds, academic institutions, and others, have both new opportunities and challenges with each, also creating unexpected partnerships.
• Action gets you noticed: Breaking through the news clutter on corporate philanthropy is a challenge. To start, who can really compete for ink with Bill Gates and Warren Buffet who offered their “Giving Pledge” to billionaires who agree to commit half their fortunes to charity? Real leadership is action for the cause, and these actions are driving media attention. No longer is the dollar or pledge amount news when mega philanthropists trump most other giving. Communicators must be smart about how they drive message and reputation locally and globally.
These and other trends have a wide-ranging impact on all giving. However, in communications, form follows function and if companies can stick to a differentiating message and focus on real impact, the rest is a piece of cake. Don't you think?
