Getting the private sector involved in the European Year for Development

This is a summary of the recommendations that came out of the group discussions in the workshop "Engaging with the private sector", at the event "Towards the European Year for development (EYD): six months to go" in Brussels on 19 June.

1.       Build smart partnerships

The private sector can offer new channels for communication which allow to reach out to new audiences, e.g. the milk cartons relaying the World's Best News' stories or the retail customer magazines like Sainsbury's that carried DFID's stories. The private sector can help gain the support of new audiences, e.g. by promoting the EYD2015 at music festivals where young people can associate EYD messages with values which are close to them. EYD partnerships could leverage existing events, awards, CSR activities and other initiatives using the EYD brand and messages. An example of this could be the possibility to label the CSR award organised by the EU-Africa Chamber of Commerce.

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2.       Develop a communication toolbox to make it easy for companies to join the EYD2015

Offer companies to use the EYD brand, for example in their fundraising activities. If it's easy, it will be more appealing for companies to join the EYD campaign. The EYD toolbox should include clear and simple messages, tweets, facebook posts, announcements, visual identity elements, videos that companies can use to communicate their support to the EYD.

3.       Establish clear criteria to choose who to work with

Engaging with companies can pose ethical questions as it may be difficult to assess the compliance of their business practices with development principles. It can be useful to use existing international standards to choose which companies to engage with for the EYD, in particular the Global Compact at UN level (used by World's Best News) or others, for example the Equator Principles and Private Investors for Africa. Accountability and sustainability should be at the basis of all initiatives involving the private sector.

4.       Get the context right

The perception of the role of the private sector in development may vary from one country to the other. It is important to take this into account when developing local partnerships: there is no "one size fits all". For example, banks may be trusted and provide positive endorsement in some countries (e.g. Denmark with World's Best News), whereas their image is less positive in some countries hardly struck by the economic crisis.

5.       Develop a manifesto for employee engagement in the EYD2015

The private sector can act as a relay with external audiences, but also has a huge potential internal audience. An EYD manifesto could encourage companies to set up initiatives with their employees and new activities at company level. Microsoft, with its Matching Gift Programme for example, has a long history of employee engagement for development that shows how reaching employees is just as important as reaching customers.

6.       Find the stories that tell what the private sector contributes to development

Carry out global research and mapping of private sector activities on development and identify key companies to present their success stories to the EYD public. Make sure that the role and contribution to development made by the African private sector appears as part of the EYD2015 messaging. Make use of existing platforms (EYD website, Capacity4dev group) to attract customers, employees and stakeholders to share their stories and join the campaign.

7.      Build a new narrative, an open conversation

The EYD should be taken as an opportunity to build a new narrative about development which provides a modern perspective. It's about telling stories of positive change (e.g. the World's Best News Campaign) but also about building an inclusive conversation where all parties can take part, including private sector organisations. We don't all have to agree, but building the conversation is already an element of success.

Background

Participants were asked to answer an overarching question as well as specific questions and to make recommendations and propose points for action for working together and with the European Commission to meet the objectives of the European Year for Development 2015.

Overarching question:

How can we get the private sector involved in the European Year for Development?

Sub- questions:

• Good business sense: How can the private sector play a role in development communication?
• Getting the private sector on board – obstacles and solutions
• More than CSR – what does  the private sector bring to development communication?