Brazil

Country Overview

Current research on the philanthropic environment in Brazil shows improvement in the country’s donation culture over time. Recent studies have shown both a more mature donation culture and that empathy, solidarity, and an openness toward donations are on the rise. Brazilians have a more positive perception of civil society organizations (CSOs) and a greater understanding of what they do. Their impact is increasingly communicated, and there is a greater acceptance that CSOs should help address social and environmental challenges. This improvement in donation culture was accompanied by the development of new technological tools for donating, including giving platforms, greater reliance on social media, and even a slight emergence of crypto giving.

This report examines three nonprofits and social businesses representing three different donation models advancing the donation culture in Brazil: Arredondar, BSocial, and Editora MOL. These initiatives were chosen with their broader transformative power in mind; in addition to the direct financial impact, they influence donors’ mindsets, therefore strengthening giving culture in Brazil. They emphasize accountability and transparency and believe that digitalization will unlock growth potential. Critically, they overcome three barriers to donating: lack of money, the belief that causes are irrelevant to potential donors, and uncertainty whether the donation will be well-spent.

In the context of the COVID-19 pandemic, all three initiatives found a change in the mentality of the public and companies and a more pro-donation attitude. Once the economic situation is improved, this may lead to a consistent recovery in donations. With knowledge and an understanding of new models for enabling donations that this report offers, it will be possible to go even further.

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View full Brazil country report (Portuguese)

IDIS (Institute for the Development of Social Investment)

Crises such as the COVID-19 pandemic and economic instability in Brazil has affected various aspect of society but has also reinforced Brazilians’ determination to alleviate socioeconomic issues in their communities through charitable giving. The perception and credibility of civil society organizations (CSOs) and social businesses in Brazil have evolved, with further growth possible through digitalization.

Arredondar Project Incorporates Giving in Everyday Activities

Even before the COVID-19 pandemic, Brazilians’ trust in philanthropic organizations was low due to mismanagement of funds and scandals in the sector. A new project arose in 2011, which mixed “crowdfunding, youth, and technology” and altered the relationship between the retail sector and pro-social behavior in Brazil. Micro-donations at the time of checkout at retail stores simplified donating and incorporated the culture of giving into a person’s daily routine. It also challenged the notion that you need to be wealthy to donate and empowered everyday donors to consider giving. Even when the donation amount was low, the partnerships with small and large retail stores resulted in a greater volume of donations and introduced a transformative way of donating in Brazil. More people provided micro-donations on a daily basis, impacting the overall donation culture in Brazil. This project also instilled a sense of awareness of causes and charitable organizations, and most importantly, supports the belief that their actions – no matter how little – can make a difference for the broader social good.

Editora MOL Uses Print to Amplify Social issues

The transformation of ways to give in Brazil has also been augmented through the sale of socio-editorial products. This publication sets out to share stories and perspectives of diverse, everyday people while focusing the overall message on social issues. Sold at an affordable price at partner retail chains such as pharmacies, pet stores, toy stores, and more, this model of using a product as a channel of donation is quintessentially Brazilian. The success of this innovative way of raising money for select causes and organizations lies in its concept, content, target audience, and adaptability. Soon after the success of the social publication, the model innovated further and developed products such as books, cards, calendars, and games for different retail chains and stores to cater to its primary audience. By expanding its retail network, it effectively enhanced its donation networks and generated more social impact. 

BSocial Platform Boosts Awareness of CSOs

In 2018, the further growth of the donation culture in Brazil was solidified by a donation platform that supports civil society organizations and solidarity events through crowdfunding donations and the support of donors. Originally born out of a desire to develop a social impact initiative within a venture capital portfolio, the intention to grow investments and donations for CSOs coupled with increasing partnerships with philanthropic and social institutions in Brazil began. The variety in organizations and causes sets the new platform apart, in addition to its coverage of marginalized and underserved causes and beneficiaries. Now, the platform coordinates closely with partners and consultants to build knowledge on organizations and build certification of and accountability with the CSOs. Recently, the support has extended to provide emergency funds to respond to the COVID-19 pandemic and generated visibility across Brazilian society and media as a viable social entrepreneurship model.