- Fale conosco ou entre em contato por email:
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Transparência e confiança pilares para aumentar suas doações
Transparência e confiança pilares para aumentar suas doações
Transparência e confiança
Se por um lado, o bom uso das TICs funciona como uma vitrine da organização para o mundo, por outro, amplia o poder de escolha do doador. “Quem doa pode utilizar cada vez mais a internet para melhorar sua capacidade de escolha da organização que o representa. Não é só doar, e sim estudar a organização, buscar seus relatórios, seus documentos contábeis, ver se a organização é transparente e divulga os nomes dos seus conselheiros e diretores, telefone para contato, balanço financeiro, relatório anual etc.
O doador tem que ir além da transação financeira, mas efetivamente buscar conhecer – atividades e impactos – da organização para a qual já doa ou pretende doar”, explica Vergueiro.
A pesquisa ainda aponta que organizações que comunicam suas diretrizes, projetos e resultados de maneira efetiva e clara inspiram mais credibilidade e aumentam sua capacidade de captação, atraindo doadores. “De forma geral, os brasileiros não conhecem as OSCs (qual o seu papel para a democracia, como são geridas e como são financiadas). Por isso, a situação delas já é bastante enfraquecida no país. Para que a sustentabilidade seja alcançada, principalmente por meio do apoio financeiro de quem acredita nas suas causas e missões, é fundamental “virar o jogo” das organizações junto ao cidadão brasileiro. É importante que elas comuniquem seu impacto e resultados, e afirmem ativamente que só existem, porque são financiadas com o recurso das pessoas que nelas acreditam”, explica Vergueiro.
Para Iara Rolnik, a construção da confiança – motor da cultura de doação – acontece pela transparência. “Historicamente, nossas OSCs sempre se colocaram num papel de cobrar por transparências, mas poucas vezes olharam para si mesmas enquanto objetos de escrutínio público. Ser pedra é fácil, difícil é ser vidraça. As organizações precisam considerar que não existe transparência sem abertura ao diálogo. Dessa forma, ser transparente é se entender como objeto e se colocar para o diálogo profundo e verdadeiro, e criar espaços para que as pessoas possam dialogar com a organização”.
No ambiente online, para que a transparência e confiança de fato aconteçam, é fundamental manter uma linha de comunicação constante com os doadores. “As organizações têm os e-mails dos seus apoiadores, e por isso podem enviar boletins periódicos, falando de suas atividades e dos impactos alcançados. Produzir e enviar o link para o relatório anual é fundamental também, porque é lá que se encontra a explicação sobre o uso do recurso dos doadores. O site tem que estar atualizado e completo: é preciso incluir nome e currículo dos conselheiros e demais dirigentes da organização, e também disponibilizar online balanços atualizados e auditorias que eventualmente tenham sido realizadas”, completa Vergueiro.
*Fonte (www.gife.org.br)
A HTEC já esta trabalhando para levar até você ferramentas para gerar transparência e confiança melhorando sua comunicação no processo de captação de recursos . Mais informações entre em contato!
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