Doing the Right Thing, No Matter What

Campaign Encourages Donations of Personal Income Tax and Promotes Solidarity Among Employees of Votorantim Companies

Started as a pilot in 2017, the #ViaSolidária campaign (“#PathOfSolidarity”), which encourages donations of income tax to projects for the protection and defense of children and adolescents, gained momentum in 2018. In the first year, this initiative promoted by the Votorantim Institute received 72 voluntary contributions totaling R$ 73,000 and benefitting six social projects. In 2018, 231 people contributed; the fundraising totaled R$ 651,000 and benefited 13 projects.

According to Votorantim Institute’s Human Capital coordinator, Anna Christina Nascimento, the fact that this campaign involves employees directly differentiates it from other social initiatives. “People feel more connected to the projects, because they are located in proximity to the companies and their units,” she said.

The campaign was launched on October 1, 2018 and enabled donations to be directly deducted from employee payrolls in up to six installments. According to Anna, although the result was slightly below the target of R$ 700,000—which was considered ambitious from the start—the main objective of the campaign was achieved: to sow the culture of participation and show that everyone can support causes related to children and adolescent rights.

As in the pilot phase, donations were made possible through the Abrace uma Causa online platform (“Embrace a Cause”), which included information about the campaign and the projects supported, as well as a simulator that helped users calculate the deductible limit (6% of the tax due).

All of the programs that receive resources are closely monitored by the Institute through the Votorantim Program for Childhood and Adolescence (VIA). Specifically, the Institute offers technical consultancy to help the Municipal Councils for the Rights of Children and Adolescents (CMDCA, for its initials in Portuguese) to monitor and guide organizations on the use of funds. “We understand that we need to not only ensure good execution, but also strengthen the CMDCAs so that they can exercise their role as best as possible, by monitoring the projects and ensuring accountability,” said Anna.

According to Anna, the initiative is expected be included into the annual activities calendar. “We are excited about the results and want to expand the activities in 2019, by taking it to other cities and adding to the list of projects to be benefited,” she said.

Case Study: Citrosuco

Supporter of three #ViaSolidária projects, Citrosuco managed to raise R$ 267,858.90, which corresponds to 41% of the total raised in 2018. One of the initiatives—the Equine Therapy project, from APAE in Matão—received all of the resources raised, in a successful example of engagement and identification. Most of the company’s leadership is based in Matão and the Equine Therapy project has already had the support of the company for some years, making it very familiar to employees.

“I know that these resources will definitely go to those who need them and will be used by people who are prepared and serious,” summarizes Citrosuco’s Director of Human and Organizational Development, Diego Victoriano. For him, the success of the company’s fundraising effort is mainly due to three factors: the involvement of employees with the theme of diversity and inclusion (and two of the three projects are in this area), the involvement and effective participation of the top leadership; and the communication strategy implemented during the promotion of the initiative. “Add to that the fact that the program has a well-crafted platform and full credibility. Those who participated last year followed the progress of the projects and saw that everything worked out well,” he added.