ABSTRACT
This chapter considers historical, social and cultural issues that impact on volunteering. It examines the rise of corporate volunteering from the perspectives of companies and not-for-profit organizations. Two case studies, at Vale and the Fazendo Historia Institute, illustrate contemporary practice. Like volunteer work, the evolution of Brazilian corporate communication followed the industrial development of the country. Business communication started slowly in the 1940s, grew with the arrival of multinationals in the 1950s and was consolidated in the 1960s. There has been growing corporate interest in, and commitment to, volunteering in the first two decades of the 21st century. Political and economic stability from 2000–2010 gave Brazil the capacity to shape what is now known as the Decade of Volunteering. Digital channels are being used to widen the possibilities for volunteering, enabling people to volunteer without leaving home or work, by the donation of hours, energy and talent.
