La respuesta es matizable: sí pero no haciendo lo mismo que siempre y lo mismo que todos.
Lo sistemas standard de financiación sea captando partidas de proyecto (subvenciones, fondos privados…) o por conseguir socios han llegado a su techo o existe una competencia realmente importante por esas partidas. No importa lo que les prometan, hacer lo de siempre no funciona como antes o simplemente no funciona.
La sensibilización funciona en modo puntual o no funciona por saturación (todos hacen lo mismo), las personas/organizaciones que aportan recursos quieren conocer el impacto conseguido (no lo decimos nosotros, es una tendencia a nivel mundial en crecimiento os recomendamos los datos de las encuestas de Non Profit Finance Fund de los últimos años), el mecenazgo se circunscribe a unos pocos y es un recurso volátil, las partidas de las administraciones y las de empresa consideradas como gasto puro, han desaparecido.
El sector lleva encogiéndose y aguantando a la espera de algo que no va a producirse….el retorno a los números de hace diez años.
¿Es el fin? Del fundraising tal y como lo conocemos, en gran medida, de la posibilidad de captar fondos, no. Pero debemos cambiar algo en nuestra manera de trasladar y compartir el valor que generamos que nos acerque a nuestros donantes, privados o públicos, personas o empresas.
Llevamos oyendo sobre la desafección de las personas respecto a las ONG y del alejamiento del sector respecto de la sociedad desde hace años, de la necesidad de aliarse. Alguien ha cambiado algo? No ¿Algo ha cambiado? Si.
La necesidad ha ido aumentando por el efecto de la crisis y de los ajustes y han surgido organizaciones locales o informales tratando de resolver y de conseguir resultados más allá de averiguar las causas de los mismos o de hacer lobby…., las personas, nosotros, tenemos modos de obtener información a tiempo real de lo que sea y hemos descubierto como hacer sentir nuestra influencia por las redes sociales , conocemos las necesidades y ayudamos a los demás, el componente social es tan importante (tanto como lo fue la ecología hace unos años) que se refleja en los mercados y tendencias de consumo de los clientes, lo que hace que las empresas estén interesadas y esto no quiere decir marketing con causa o rsc como donaciones sin nada a cambio, recordáis lo de que los clientes están más y mejor informados y quieren saber sobre impacto?.
Por otro lado las administraciones necesitan saber y poder demostrar a la ciudadanía que lo que se invierte consigue resultados, ya no vale que la causa sea buena o que la solución parezca eficaz, debe funcionar y poder demostrar que lo hace.
Para acabar de adobarlo, la escasez de recursos ha hecho aparecer algo que solo parecía patrimonio de la actividad empresarial. La competencia por los fondos o donantes.
Las nuevas claves son Impacto y Valor y adecuar ese valor a quien lo va a apreciar y que nos v a dar fondos y presentar el impacto que conseguimos para asegurar esa relación.
“Customizar” las estrategias de captación, los proyectos de valor compartido, introducir la conversión de algunos proyectos en emprendimiento social, acudir a nuevas formas como los bonos de impacto social u otros sistemas de pago por resultados, estas son algunas nuevas maneras para financiarse.
Lo que nos lleva a preguntarnos ¿Cual es la estrategia más adecuada para nosotros? ¿Qué debemos cambiar? y a decidir: o cambiamos lo que hacemos y averiguamos el que es más adecuado para nosotros o seguimos trabajando modelos de sensibilización cada vez más agresivos (recuerdo que existen códigos de conducta respecto a hacer aparecer a los beneficiarios, especialmente niños, en los anuncios de captación ¿Han desaparecido? ¿Es mejor sacrificarlos que buscar otra manera de hacerlo?) y menos rentables coste/beneficio.
Einstein definió locura como hacer lo mismo una y otra vez y esperar resultados diferentes.
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