1. Brazil Donation Research Focal Groups Results WINGS P EER L EARNING E VENT : L OCAL C ULTURES OF G IVING : O LD T RADITIONS, C URRENT C ONTEXTS AND E MERGING T RENDS March 28-29, 2016 – São Paulo, Brazil

3. Brazil Donation Research Methodology 10 Focus Groups (October, 15-28, 2015) Recife São Paulo Porto Alegre  Donors and non donors  A, B, C and D social classes  Men and women  Between18 and 50 years old

4. Brazil Donation Research What do we want to know 1.How does Brazilian society understand donation? 2.Why do donors donate? 3.How much do they donate? 4.Why don’t non donors donate? 5.What can be done to change their position? ?

5. Brazil Donation Research The government is considered as the main responsible for social justice in the country. There is a general perception of the failure of government actions to promote the social welfare or to support the poorest population. The government is associated with corruption and lack of efficiency, directly affecting sectors such as health, education and job creation. Due to government's failure, other members of society should take part in social activities oporttunity What have we already found out?

6. Brazil Donation Research Non donors are more persistent about the concept that government is the only one responsible for taking care of the most vulnerable people. They avoid assuming any responsibility for social justice. Donors believe that the human beeing (not the citizen) has an important role to play in helping others. As the government is not doing its job, donors understand the need of mobilization of companies and individuals to social initiatives Whose responsibility is this?

7. Brazil Donation Research This word is usually mentioned but it refers to great donors, such as wealthy families and big companies. It has no relation to common people. Philanthropy This is the best accepted word. People empathize with the concept. Charity It’s a well known word, but not well accepted because it implicates in hierarchical relationship. Who gives is above who receives. Social Investment No one speaks. No idea. Solidarity The words and its meanings

8. Brazil Donation Research MotivationsFeeling Clear conscience Self-gratification Pleasure Making the difference Unconfortable with inequity and social injustice Be able to help Education / History among the family Turning to action Responsiveness to a cause Trust in one social organization Having money Access to donation tools Sensitivity Potential Example Important: donate without expecting anything in return and without disclosing. There is a discussion if donate thru tax benefits is a real donation. The donation process

9. Brazil Donation Research High sensitivity in general It depends on circustances Low sensibility (except for the youth) Environment Childhood Health Calamity Elderly Education Drug addiction Animal protection Sports Responsiveness to a cause

10. Brazil Donation Research Be transparent / be accountable / show how money is spent Show results and effectiviness Focus on concrete and specific initiatives Be open to visitation / to donor participation Meet the beneficiary Meet trustable and rigorous emlpoyees What helps build confidence?

11. Brazil Donation Research Be associated to politicians Be associated to government Scandals Lack of transparency Lack of concrete outcomes Ask repeatedly for donation What helps destroy confidence?

12. Brazil Donation Research Want more information? Right now we are making 3 thounsand interviews with donors and non donors! The final results of the Brazilian Donation Research will be released in May’16!

13. Brazil Donation Research Andréa Wolffenbüttel Communication Director IDIS – Instituto para o Desenvolvimento do Investimento Social andreaw@idis.org.br