{"id":13161,"date":"2023-11-28T15:59:59","date_gmt":"2023-11-28T18:59:59","guid":{"rendered":"https:\/\/ipe.org.br\/?p=13161"},"modified":"2023-11-28T16:00:00","modified_gmt":"2023-11-28T19:00:00","slug":"innovation-on-partnerships-ipe-business-unit-celebrates-20-years-collecting-stories-of-success","status":"publish","type":"post","link":"https:\/\/ipe.org.br\/en\/news\/innovation-on-partnerships-ipe-business-unit-celebrates-20-years-collecting-stories-of-success\/","title":{"rendered":"Innovation on partnerships: IP\u00ca Business Unit celebrates 20 years collecting stories of success"},"content":{"rendered":"\n
IP\u00ca Sustainable Business Unit turned 20 in 2023. The initiative has now established itself as an area of innovation in partnerships at the institution, with projects that have become a reference for the third sector and for areas of sustainability and ESG at companies.
Since 2003, through UNS, IP\u00ca has performed over 30 institutional partnerships and dozens of campaigns that have resulted in direct socio-environmental benefits and contributed to increasing our cause visibility throughout Brazil and other countries.<\/p>\n\n\n\n
The unit\u2019s creation took place at a time of change of the national scenario, in relation to support for socio-environmental projects such as IP\u00ca. Furthermore, the growth of the institution and our expansion to other biomes besides the Atlantic Forest encouraged searching for new dynamics of fundraising with no restrictions, which would allow investment-based development in strategic areas such as the professionalization of sustainable businesses with communities to product marketing, Cause-Related Marketing (CRM) partnerships and Institutional Communication.<\/p>\n\n\n\n
\u201cThis beginning was only possible due to the fundamental support from Funda\u00e7\u00e3o Avina, which believed in our innovative proposal presented by Suzana Padua, president of IPE and leader of the organization. The investment contributed was exclusively destinated for institutional strengthening, which guaranteed training the area professionals, hiring people and the formation of a base that gave us reliability to move forward\u201d, says Andrea Pe\u00e7anha, coordinator of UNS, who led the creation of the sector .<\/p>\n\n\n\n
Implementing an innovative nucleus, however, presents internal and external challenges. \u201cThat was all new for the organization, outside our scope of action up to that time, so it required a certain amount of audacity and persistence from the leadership involved. Footing and support of the board and some members of the Council were essential for us to overcome resistance from part of the staff, ensuring that the partnerships would follow criteria, and our mission and our values would in fact be relevant to the cause\u201d, comments Andrea.<\/p>\n\n\n\n
Still in 2003, UNS began a partnership with Grupo Martins, from Uberl\u00e2ndia, and that led to the donation of Ma\u00edra I boat, the organization’s first corporate donation. The following year, IP\u00ca settled its first Cause-Related Marketing partnership: Havaianas. This partnership gave rise to the Havaianas-IP\u00ca collection, a greatsuccess story. The brand has been together with IP\u00ca for 19 years. To date, 21 collections were already launched, portraying 57 native species of Brazilian fauna. 7% of the net profit goes back to IP\u00ca from the sale of flip-flops. By 2022, more than 10 million reais had been transferred, used to strengthen our institution. The partnership is a success story on how to develop intersectional partnerships and how supporting causes creates value for everyone involved.<\/p>\n\n\n\n
In the wake of this great partnership and with the growth of private sector involvement in socio-environmental causes, other companies started actions together with IP\u00ca: Danone, Faber Castell, Nespresso, Movimento Arredondar, Bimbo, Correios, among others, are part of this portfolio. Brazilian initiative by MRC Danoninho para Plantar was recognized as a success story in France and the study on Ecosystem Services, performed together with Danone, was awarded as an innovative sustainability initiative by Exame magazine.<\/p>\n\n\n\n
Along this path, there was constant learning for the organization and its partners. \u201cThat was great innovation. Working together with the private sector meant a closer approach to building strategic partnerships, through direct and usual format and language for the business sector that we need to adapt to. At the same time, companies began to understand the operation of an NGO, the projects timelines, which is often nature’s time, and also started looking at biodiversity with strategic and encompassed vision.\u201d<\/p>\n\n\n\n
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