{"id":2254,"date":"2017-05-12T22:04:01","date_gmt":"2017-05-12T20:04:01","guid":{"rendered":"http:\/\/edu.xestioncultural.com\/?p=2254"},"modified":"2020-10-03T12:04:37","modified_gmt":"2020-10-03T10:04:37","slug":"financiamento-cultural-cooperacion-empresarial-intersectorial-e-novas-vias-de-financiamento-roberto-gomez-de-la-iglesia","status":"publish","type":"post","link":"http:\/\/edu.xestioncultural.com\/es\/2017\/05\/financiamento-cultural-cooperacion-empresarial-intersectorial-e-novas-vias-de-financiamento-roberto-gomez-de-la-iglesia\/","title":{"rendered":"Financiamento cultural. Cooperaci\u00f3n empresarial intersectorial e novas v\u00edas de financiamento. Roberto G\u00f3mez de la Iglesia"},"content":{"rendered":"

Por: Andrea Nartallo<\/strong><\/p>\n

O pasado venres 12 de maio tivo lugar a sesi\u00f3n sobre financiaci\u00f3n cultural: o patrocinio e outras formas de relaci\u00f3n ca empresa conducida por Roberto G\u00f3mez de la Iglesia<\/strong><\/a>. Esta sesi\u00f3n era para min, e como indicou Sergio \u00e1 hora da presentaci\u00f3n, un dos grandes luxos do curso.<\/p>\n

Roberto \u00e9 consultor experto en cultura e innovaci\u00f3n, pioneiro a nivel nacional en xesti\u00f3n cultural (por favor, non entendamos pioneiro como sin\u00f3nimo de vello) e especialista na colaboraci\u00f3n entre os mundos da cultura e da empresa, pero se queredes afondar m\u00e1is no seu curr\u00edculo tendes toda a info aqu\u00ed.<\/a><\/p>\n

<\/a> <\/a><\/div><\/div><\/p>\n

Unha das ideas chave que Roberto quer\u00eda facer calar en todxs n\u00f3s \u00e9 que a realidade est\u00e1 en constante cambio. No momento no que el comezou a s\u00faa traxectoria profesional a econom\u00eda era vista no sector cultural como algo pecaminoso, hoxe en d\u00eda, pola contra, todo o mundo fala do binomio econom\u00eda e cultura. As actuais organizaci\u00f3ns sociais e econ\u00f3micas buscan crear significados, favorecer novos espazos de relaci\u00f3n e xerar experiencias. \u00c9 aqu\u00ed onde n\u00f3s, como xestorxs culturais, podemos intervir e cas nosas ferramentas e competencias, aportar valor creativo en t\u00f3dolos \u00e1mbitos sociais.<\/p>\n

Muda a realidade e polo tanto muda o xeito de traballar. O seguinte esquema mostra o modo de traballo no mercado cultural e na elaboraci\u00f3n de pol\u00edticas culturais:<\/p>\n

\"2017<\/p>\n

A cuesti\u00f3n radica en que este ciclo cada vez est\u00e1 menos claro. Por exemplo, temos hoxe a figura do prosumer, <\/em>produtor e consumidor ao mesmo tempo ou mudou tam\u00e9n o tradicional papel das fundaci\u00f3ns pasando de meras entidades financiadoras a xestionar a s\u00faa propia oferta cultural.<\/p>\n

\u00c9 por isto que debemos ter moi claro quen \u00e9 o p\u00fablico do meu proxecto, que modelo de xesti\u00f3n vou seguir e con que financiaci\u00f3n.<\/p>\n

\u00c1 hora de buscar financiaci\u00f3n debemos primeiro de todo saber o valor do noso proxecto. Entendendo valor como a percepci\u00f3n de utilidade que algu\u00e9n lle poida atribu\u00edr. Chegados a este punto \u00e9 onde atopamos a principal relaci\u00f3n entre econom\u00eda e cultura. Pois a cultura ten a capacidade de modificar os valores dunha sociedade e son estes valores os que conforman a percepci\u00f3n de valor.<\/p>\n

O ideal \u00e9 averiguar como xerar percepci\u00f3n de valor que me permita asignarlle un prezo ao que fago superior ao seu coste de produci\u00f3n para as\u00ed con este excedente invertir en seguir aumentando o valor no futuro.\"delaiglesia-4\"As organizaci\u00f3ns culturais te\u00f1en que po\u00f1er o foco no que queren facer e no que non. Algu\u00e9n pode estar disposto a financiar o noso proxecto pero sempre a cambio de algo, ben sexa beneficios ou utilidades ou valor engadido.<\/p>\n

Polo tanto, para xerar recursos \u00e9 necesario xerar valor e isto sup\u00f3n xerar experiencias, historias… O que, nin m\u00e1is nin menos, buscan os mercados. De novo o noso binomio cultura e econom\u00eda.<\/p>\n

A xeraci\u00f3n destes recursos require:<\/p>\n

    \n
  • Ter un discurso, unha boa historia que contar<\/li>\n
  • Ter un bo mix de marketing<\/li>\n
  • Ter unha boa comunicaci\u00f3n global<\/li>\n
  • Ter unha boa organizaci\u00f3n.<\/li>\n<\/ul>\n

    Toda a organizaci\u00f3n implicada no desenvolvemento dun proxecto debe pensar en termos de xerar recursos. O dese\u00f1o do proxecto debe ter dende o principio d\u00faas vertentes claras:<\/p>\n

      \n
    • Clave comunicativa. A comunicaci\u00f3n en todo momento e en todo lugar.<\/li>\n
    • Clave xeradora de recursos. Todo o equipo debe intentar producir do xeito m\u00e1is eficiente posible.<\/li>\n<\/ul>\n

      Sen un modelo organizativo que contemple ambas dimensi\u00f3ns ser\u00e1 dif\u00edcil vender o noso proxecto.<\/p>\n

      Afirmaba Roberto moi taxantemente que o patrocinio no seu concepto tradicional morreu fai tempo. Hoxe debemos entendelo como unha relaci\u00f3n na que as d\u00faas partes est\u00e1n intimamente ligadas e da que as d\u00faas tam\u00e9n sacan beneficio.<\/p>\n

      \"2017<\/p>\n

      \nDeunos, para ir rematando, algunhas recomendaci\u00f3ns \u00e1 hora de solicitar esta financiaci\u00f3n para os proxectos que estamos a desenvolver no curso ou en vindeiros proxectos persoais.<\/p>\n

        \n
      1. Ter ben definido o proxecto<\/li>\n
      2. Ter claro o orzamento e as necesidades t\u00e9cnicas.<\/li>\n
      3. Saber cales ser\u00e1n as necesidades a patrocinar<\/li>\n
      4. Co\u00f1ecer a organizaci\u00f3n potencialmente financiadora. A s\u00faa traxectoria no patrocinio, o seu proceso planificador (calendario) e a persoa responsable das asignaci\u00f3ns.<\/li>\n
      5. Ter claras as posibilidades comunicativas do proxecto.<\/li>\n
      6. Ter claras as condici\u00f3ns patrocinador \u2013 patrocinado.<\/li>\n<\/ol>\n

        As\u00ed como as partes que debe ter un informe de patrocinio:<\/p>\n

          \n
        • a) Carta de presentaci\u00f3n<\/li>\n
        • b) Denominaci\u00f3n\/fundamentaci\u00f3n do proxecto<\/li>\n
        • c) Obxectivos (non m\u00e1is de tres) do proxecto e conexi\u00f3n cos valores da entidade financiadora<\/li>\n
        • d) Descrici\u00f3n da actividade<\/li>\n
        • e) P\u00fablico obxectivo e \u00e1mbito de actuaci\u00f3n<\/li>\n
        • f) Soportes comunicativos<\/li>\n
        • g) Orzamentos<\/li>\n
        • h) Solicitude do patrocinio e contrapartidas do mesmo.<\/li>\n<\/ul>\n

          Resumir todo o que Roberto non \u00e9 tarefa sinxela, por iso para m\u00e1is informaci\u00f3n, aclarar todo tipo de d\u00fabidas e afondar no tema do patrocinio temos entre os valiosos materias do curso o Manual pr\u00e1ctico para a busca de patrocinio<\/strong> que De la Iglesia facilitounos.<\/p>\n

          \"2017<\/p>\n

           <\/p>","protected":false},"excerpt":{"rendered":"

          Por: Andrea Nartallo O pasado venres 12 de maio tivo lugar a sesi\u00f3n sobre financiaci\u00f3n cultural: o patrocinio e outras formas de relaci\u00f3n ca empresa conducida por Roberto G\u00f3mez de la Iglesia. Esta sesi\u00f3n era para min, e como indicou Sergio \u00e1 hora da presentaci\u00f3n, un dos grandes luxos do curso. Roberto \u00e9 consultor experto […]<\/p>\n","protected":false},"author":7,"featured_media":2262,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[11],"tags":[],"class_list":["post-2254","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-curso-experto-universitario-xestion-cultural-usc-2016-17"],"yoast_head":"\nFinanciamento cultural. Cooperaci\u00f3n empresarial intersectorial e novas v\u00edas de financiamento. Roberto G\u00f3mez de la Iglesia - USC Xesti\u00f3n Cultural<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/edu.xestioncultural.com\/es\/2017\/05\/financiamento-cultural-cooperacion-empresarial-intersectorial-e-novas-vias-de-financiamento-roberto-gomez-de-la-iglesia\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Financiamento cultural. Cooperaci\u00f3n empresarial intersectorial e novas v\u00edas de financiamento. Roberto G\u00f3mez de la Iglesia - USC Xesti\u00f3n Cultural\" \/>\n<meta property=\"og:description\" content=\"Por: Andrea Nartallo O pasado venres 12 de maio tivo lugar a sesi\u00f3n sobre financiaci\u00f3n cultural: o patrocinio e outras formas de relaci\u00f3n ca empresa conducida por Roberto G\u00f3mez de la Iglesia. Esta sesi\u00f3n era para min, e como indicou Sergio \u00e1 hora da presentaci\u00f3n, un dos grandes luxos do curso. 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