Foundations and the Commitment to Building Stronger Ties with the Lives of Chileans

Foundations and the Commitment to Building Stronger Ties with the Lives of Chileans

Written by: Andrea Garderes, partner and consultant at Almabrands

The end of the year is approaching, and with it comes a series of events on the calendar that we Chileans are more than accustomed to experiencing. Among them is the annual Teletón campaign, which for decades has established itself not only as a symbol of unity and solidarity for the country, but also as a brand capable of weathering the crisis of confidence our society faces toward institutions, and of continuing to call on all of us to participate and contribute, whether as citizens or as supporters.

However, even though—according to data from our ICREO Public Opinion 2024 study—nonprofit foundations and volunteer organizations are the most trusted category in Chile, with a score of 5.2, it is worth taking a closer look at the challenges these brands face in a social context marked by greater expectations and demands on organizations of all kinds.

One key point to note is that the brand leading this category—far removed from the realm of traditional nonprofit organizations with a primarily social focus—is none other than Bomberos, which achieved a score of 6.3 in 2024. This brand not only holds the top position in the 2024 ranking but has also maintained that position throughout the 10 years of data collected by our trust platform. It is not the brands associated with major social causes that achieve this position or drive the category’s overall performance, but rather an institution that has historically been a source of pride for Chileans due to its dedication and commitment.

This brings us to a major challenge: beyond the Fire Department, the other organizations surveyed (Teletón, Coaniquem, Hogar de Cristo, Techo, and others) still have a long way to go in building public trust, with only two of them scoring above the average of 5.2 and with levels of awareness and familiarity far below what one would expect given their track record.

With just a few months to go before the next Teletón, and beyond being the most trusted category in Chile, these institutions must become brands that people can connect with and relate to on a more everyday basis—not just once a year, on a one-off basis. While no one doubts the essential nature of these brands, their relevance in people’s lives does not exceed 11% in the ICREO 2024 survey, highlighting the challenge of opening their doors and being present in the daily lives of Chileans.

It’s time to showcase everything they do and to involve Chileans in a more consistent and proactive way—not just through a one-time donation at an annual event.

Doing this will not only lead to greater awareness of—and, consequently, greater trust in—these brands, thereby boosting their potential to fulfill their purpose. It will also—and above all—help us, as a country, to feel more connected to those brands that inspire empathy and contribute to society—the ones that, as we so often say, do so much good for Chile.