In search of social change: Strategies of pro natura ngo at favela do salgueiro

Abstract

The flourishing social entrepreneurship (SE) research is bringing new insights to the quest for solutions to complex social problems. Current research has focused on SE challenges, including the management of the tension between social and business goals and the creative mobilization of scarce resources. Even though these issues add value to SE research, few studies approach a fundamental component of SE: The community buy-in. This paper moves to this direction by answering the question "how NGOs try engage poor and marginalized communities in their programs towards social change?" By unveiling the strategies undertaken by Pro Natura NGO for implementation of its socioeconomic development program in the favela of Salgueiro, in the city of Rio de Janeiro, this case study uncovers issues related to trust build-up by the NGO and the development of community social capital for community buy-in.