Dia de Doar 2024, Brazilian GivingTuesday, has become a vibrant platform that mobilizes individuals, organizations, businesses, and communities around the value of generosity, encouraging everyday giving practices across the country. The 2024 campaign stood out for strengthening community-led initiatives and increasing corporate engagement, driving actions that promote daily giving.
(Christ the Redeemer lit in honor of Dia de Doar)
The Heart of the Movement: Community Campaigns in Brazil
A central pillar of the 2024 mobilization in Brazil was the strong emphasis on community-driven action. Dia de Doar reaffirmed its commitment to decentralization through direct support for local initiatives across various regions of the country. A total of 80 community campaigns were carried out nationwide. Of these, 50 received financial support through an open call,— marking the largest allocation ever dedicated to community campaigns in Dia de Doar’s history.
The financial support totaled R$ 50,000, with each of the selected initiatives receiving R$ 1,000—an amount that helped spark ideas, foster partnerships, and increase visibility for local causes. Campaigns were selected based on potential impact, creativity, regional diversity, and cause plurality.
The diversity of these campaigns reflects the richness of Brazil and the transformative potential of community philanthropy. Inspiring examples from across the country include:
- Doa São Luís (MA): The capital of Maranhão hosted a large-scale mobilization featuring cultural performances in public squares, local media coverage, and strong visual campaigns in the streets and on social media. It was coordinated by a coalition of local organizations in partnership with schools and cultural collectives.
- Doa Tubarão (SC): A standout event was the “12K Missão Doação” solidarity run, which collected over 3,000 kilograms of food and combined sports, culture, and generosity. The event received media attention and was coordinated by volunteers, businesses, and social organizations in the region.
- Doa Jaboticabal (SP): For the third year in a row, a coalition of 25 local organizations surpassed its fundraising goal, collecting around 1.5 tons of food.
- Doa Cordeiro (RJ): Characterized by strong collaboration with the city’s education network, the campaign collected food and hygiene items through school competitions.
- Doa Piracicaba (SP): Their campaign focused on business-sector partnerships and established a transparency committee to build donor trust.
- Doa Itajaí (SC): Led by three local leaders, the campaign included a training session on fundraising for civil society organizations and a solidarity campaign with high school students.
- DiaDeDoarÓvulos / Bora Congelar: A campaign raising awareness about egg donation and freezing, which gained national visibility through major Brazilian outlets such as Folha de S.Paulo and TV Record Americas.
These initiatives illustrate how support and knowledge sharing — fostered through technical guidance and a dedicated WhatsApp group for community leaders — were essential for strengthening local capacity and expanding the culture of giving throughout Brazil.
(Maracanã Stadium lit in honor of Dia de Doar)
A Snapshot of Results Driving Generosity in Brazil
In addition to community initiatives, Dia de Doar 2024 saw growth across several strategic fronts:
- Corporate Participation: A total of 62 companies joined Dia de Doar, contributing through direct donations, awareness campaigns, purchase rounding, and employee engagement. Companies like Uber, C6 Bank, and BTG Pactual, alongside small Brazilian businesses, demonstrated the potential of embedding social responsibility into brand strategy.
- Donation Volume: The Data Program recorded R$ 5,035,263.79 in donations, with information provided by 16 partner platforms in collaboration with GivingTuesday. An additional USD 75,366 was reported by GivingTuesday Data Commons, linked to multinational companies operating in Brazil, offering a broader picture of Dia de Doar’sreach.
- Training and Capacity Building: A total of 21 free in-person workshops with certification were conducted using a methodology designed for practical use and local applicability. Additionally, there were 5 livestreams on YouTube, 3 talks at the ABCR (Brazilian Fundraisers Association) Festival, and a 20-hour extension course at Fundação Getulio Vargas. These efforts were essential to maintaining the accessible and decentralized nature of the campaign while strengthening local capacity. The traveling workshops reached diverse audiences across Brazil, with events in cities such as Palmas (TO), Belém (PA), Salvador (BA), and Itajaí (SC).
- Strategic Communications: Dia de Doar maintained an active social media presence, with 177 Instagram posts, reaching a total audience of 73,200 users. The press office secured 895 media mentions throughout the year, generating an advertising value equivalent to R$ 74 million. This broad exposure was key in establishing Dia de Doar as a nationally recognized day of mobilization in Brazil.
- New Initiatives:
- The Minha História de Doação podcast was launched, with 20 episodes scheduled through the end of 2025, amplifying the voices of community leaders and showing that “anyone can be a donor”.
- 63 iconic landmarks were lit in honor of Dia de Doar, including Christ the Redeemer (RJ), the Padre Cícero statue (CE), and Maracanã Stadium (RJ).
- A new documentary, Doar – O Filme, was released on GivingTuesday 2024, sharing powerful narratives of generosity across Brazil.
- An official Dia de Doar store was launched, offering customized products to symbolize commitment to the movement.
A Growing Movement
Dia de Doar 2024 reaffirmed its relevance as a connector of people, organizations, and communities around the culture of giving in Brazil. The results and shared experiences from this year’s campaigns show that Dia de Doar continues to grow while preserving its collective and decentralized nature.
It is a movement built through everyday actions, offering an annual opportunity to highlight, connect, and amplify efforts already underway in Brazil with consistency and commitment. The diversity of causes and territories involved, along with the multiple ways people choose to give, demonstrate that Brazil’s giving culture is plural and constantly evolving.
