GCC nations deserve global recognition over foreign aid

Nearly 30 years ago, Joseph Nye coined the term “soft power,” meaning the ability to attract and persuade, as well as to change and influence policies and public opinion, through means other than coercion or force. Today, foreign aid forms a key part of most countries’ soft power strategy.

For decades, foreign aid has remained influential in shaping and strengthening ties between nations around the world, and the Gulf Cooperation Council is at the forefront. GCC countries have played an important role in global development finance. They have been instrumental in recovery and reconstruction efforts in the region and around the world. GCC governments, primarily Saudi Arabia, the UAE and Kuwait, have been among the most generous.

In addition to bilateral assistance, foreign assistance through financial institutions and funds such as the Islamic Development Bank, the Arab Monetary Fund, the Saudi Fund for Development, the Kuwait Fund, and the Abu Dhabi Fund have played an equally important role. According to its official government website, between 1971 and 2014, government and non-government organizations in the UAE contributed $47.1 billion in foreign aid to 178 countries.

Despite these tremendous efforts over the years, little of what the GCC countries offered in aid received coverage in the mainstream media.

Asma I. Abdulmalik

In 2017 alone, the UAE gave $4 billion, making it the world’s largest donor of official development aid relative to its national income. Meanwhile, over the last 10 years, Saudi Arabia has donated nearly $33 billion in global aid, according to the Electronic Platform for Saudi International Aid.

Despite these tremendous efforts over the years, little of what the GCC countries offered in aid received coverage in the mainstream media. This is due in part to the fact that, for decades, governments opted not to shed light on or boast of their aid. Also, most programs were in support of crises and emergencies. Furthermore, little to no recording was done to track foreign assistance. Even though outlooks have changed and mechanisms to track and communicate aid are in place, much is still needed to effectively convey its messages.

To begin with, a clear strategy needs to be developed highlighting the overarching goal of government aid programs, as well as the main agencies implementing them, their identities, objectives and messages. US foreign assistance, for example, is widely known to support security and stability programs through its State Department, as well as agencies like USAID. Norway, on the other hand, has gained international recognition by consistently promoting global development, health and education, and gender equality through Norad. This clear strategy cemented Norway’s reputation as a humanitarian superpower, despite only being the 10th-largest donor country in 2017, according to the OECD.

Secondly, to only demonstrate the generosity GCC countries show in foreign aid is not sufficient when communicating their message of support and international cooperation. Only when we show the impact of the aid programs on communities, governance and well-being can we relish the support that we have provided. And this is where most GCC countries fall behind.

There is very little evidence, data or research conducted as to what impact GCC aid has had. Most organizations don’t report on the impact of their programs because they have never been evaluated beyond the output. So if the project is to build a hospital, then you would just monitor the construction of the hospital, and not what that hospital did to improve the health and wellbeing of the community. Also, impact assessments are almost non-existent because they simply have not been conducted, especially if the program fell short of expectations or made no difference at all.

Thirdly, we need to change the narrative on how we communicate our foreign aid programs. Once we’ve established the impact of their assistance, messages become more meaningful and credible.

Media channels in the UAE have made several notable attempts to showcase the many programs and initiatives the country has supported across many continents over the years. These include the Abu Dhabi TV program “Ounak” (translated as “your help”), as well as “Sanad,” which was produced by Dubai Media Incorporated. Both were created with the aim of shedding light on the initiatives, humanitarian projects and relief programs carried out by several UAE-based organizations, and demonstrating to the citizens and residents of the country the impact of their donations and assistance, which have benefitted millions of people around the world.

Viewership of these programs has been limited. It has become evident that people no longer react to dejected looks on children’s faces and miserable background music; in fact they find it infuriating and demeaning. Showing need does not have to be distressing and it certainly does not have to be sad.

Shifting our communications efforts is crucial to better conveying our strategy. We need to encourage a results-oriented view of the role of communications. One way to achieve this is to develop our ability to report aggregate results at the global level, as well as achieving transformative change instead of maximizing outputs and beneficiary numbers.

GCC countries’ aid projects have still not garnered the attention they deserve globally. However, with strategic changes, these nations can not only position themselves as global donors, but also as the world’s most effective aid contributors — and that is what will matter in the long run.