Foundations and the Push for a Stronger Connection with the Lives of Chileans

Foundations and the Push for a Stronger Connection with the Lives of Chileans

Written by: Andrea Garderes, partner and consultant at Almabrands

 

The end of the year is approaching, and with it a series of calendar events that we Chileans are more than used to. 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 our society’s crisis of trust in institutions and continuing to bring us all together to participate and contribute, whether as citizens or as employees.

 

However, even though, according to 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’s worth taking a closer look at the challenges these brands face in a social context that places greater demands and expectations on organizations of all kinds.

 

The first thing worth noting is that the brand leading this category—far removed from traditional nonprofits with a more social focus—is none other than Bomberos (the Fire Department), with a score of 6.3 in 2024. This brand not only tops the ranking in 2024 but has done so across all 10 years of our trust platform’s measurements. It is not brands tied to major social causes that hold this spot or drive the category’s overall performance, but an institution that has long been a source of pride for Chileans because of its dedication and commitment.

 

This brings us to a major challenge: beyond Bomberos, the other institutions measured (Teletón, Coaniquem, Hogar de Cristo, Techo and others) still have a long way to go in building public trust, with only 2 of them above the 5.2 average and with awareness and familiarity levels far below what would be expected given their track record.

 

With a new Teletón just months away, and despite being the most trusted category in Chile, these institutions need to become brands people can connect and engage with on a more everyday basis—not just once a year. While no one doubts how essential these brands are, their relevance in people’s lives does not exceed 11% in ICREO 2024, highlighting the challenge of opening their doors and being present in Chileans’ day-to-day lives.

 

It’s time to show 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 so will not only increase awareness—and therefore trust—in these brands, boosting their potential to fulfill their purpose. It will also, and above all, help us as a country become more connected to the brands that nourish us with empathy and social contribution, the ones that, as we so often say, do Chile so much good.