About the foundationFounded by Ayrton Senna’s family, notably Viviane Senna
Legal Status - Non-Profit Needs Addressed - Education Geographic Focus - Brazil, and policy/research work has an international audience and participation Sources of Financing - Branded merchandise sales (Two thirds of total income) donations and social investment (one third of total income) Ongoing Family Involvement - Viviane Senna is the President, and other family members Paid Staff - 117 |
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The Instituto Ayrton Senna has four sources of funding: individual donations, corporate support, income related to the Ayrton Senna and Senninha brands (Senninhas is a cartoon character based on Ayrton Senna’s personality and appearance), and social investment. Senna’s life achievements and his widely treasured memory in Brasil, are sometimes drawn upon to raise funds for the cause he was passionate about: equal opportunity for all young Brazilians. The Instituto receives all of royalties every time that Ayrton Senna branded and Senninha (a cartoon version of Ayrton Senna) products are sold. In addition, sometimes cause-related marketing is used to benefit both the Institute and a corporate partner. For example, the “Fill up and help” campaign, which runs every year since 2013, does just that. Raizen, Shell’s local licensee, lets its potential customers know that a share of the money earned from each petrol fill-up goes to the Institute. To stir up support amongst the general public, Raizen also shares online videos with people who knew Senna, as well as the children who benefit from the Institute’s support.
Corporate support sometimes gets referred to by the Institute as social investment, because a company and the Institute share an understanding that a company is not disinterestedly giving money, but do so in the hope that it can be used to create results. Many firms are interested in how they can generate a ready supply of qualified potential employees for the future. Proctor and Gamble are amongst the companies that have taken this view: “For many years the Instituto has demonstrated its ability to deliver results in education,” says Alberto Calvalho, P&G’s Brazilian president: “We at P&G like to invest where we know that the chance of getting a result is higher. This []partnership with Instituto Ayrton Senna is like killing two birds with one stone” With P&G’s funding, the Instituto has been able to test and roll out a programme for high-school students who have lost the pleasure of learning. The programme reached 54 high schools in regions where P&G operates in the period 2013-2014.
Viviane’s tireless efforts, unfailing rigor and piercing insights have nourished the Instituto from a fledgling idea into an ambitious, self-reflective and effective operation. Twenty years on it has 135 staff and operates in 661 Brazilian cities. She is joined on the board by her mother and several other family members, all there to make sure Ayrton Senna’s dream becomes a reality. Yet, true to form, only excellence, accountability, and evidence will do for the Sennas. Hence there is a second, consultative board, formed of successful business leaders, educators and experts from the private sector, all of whom share the same ideals about importance of education. Before long, the main board will be elected, so that, like the Institute’s programs, everyone has to provide convincing evidence of what they bring to the table.
Corporate support sometimes gets referred to by the Institute as social investment, because a company and the Institute share an understanding that a company is not disinterestedly giving money, but do so in the hope that it can be used to create results. Many firms are interested in how they can generate a ready supply of qualified potential employees for the future. Proctor and Gamble are amongst the companies that have taken this view: “For many years the Instituto has demonstrated its ability to deliver results in education,” says Alberto Calvalho, P&G’s Brazilian president: “We at P&G like to invest where we know that the chance of getting a result is higher. This []partnership with Instituto Ayrton Senna is like killing two birds with one stone” With P&G’s funding, the Instituto has been able to test and roll out a programme for high-school students who have lost the pleasure of learning. The programme reached 54 high schools in regions where P&G operates in the period 2013-2014.
Viviane’s tireless efforts, unfailing rigor and piercing insights have nourished the Instituto from a fledgling idea into an ambitious, self-reflective and effective operation. Twenty years on it has 135 staff and operates in 661 Brazilian cities. She is joined on the board by her mother and several other family members, all there to make sure Ayrton Senna’s dream becomes a reality. Yet, true to form, only excellence, accountability, and evidence will do for the Sennas. Hence there is a second, consultative board, formed of successful business leaders, educators and experts from the private sector, all of whom share the same ideals about importance of education. Before long, the main board will be elected, so that, like the Institute’s programs, everyone has to provide convincing evidence of what they bring to the table.