We exist to make citizens and companies donate more, donate better and donate with purpose: this is what we call promoting a culture of donation. We believe that a society with a strong culture of donation is more just, democratic and inclusive. More developed, sustainable and happy. We want to make Brazil a nation of donors.

To get there, we produce and share knowledge to educate, engage and generate donations. We create content products (podcasts, videos, publications, newsletters, research, articles, sites…), organize events, offer trainings and make campaigns for mobilization. Some of these projects are originals; others are collaborations with philanthropic partners – and we also support existing projects.

Our actions are guided by the five guidelines from the Movimento Por Uma Cultura de Doação [Movement for a Culture of Donation], a document built by many specialists to promote the change we want to see in Brazil.

Get to know our initiatives!

A população do Rio Grande do Sul enfrenta uma das maiores tragédias climáticas do país. Desde o início de maio, o Brasil todo se mobilizou para ajudar as milhares de pessoas atingidas pela catástrofe.

Campanhas de doação em dinheiro, voluntários e centenas de iniciativas independentes surgiram para socorrer a população. Organizações da sociedade civil uniram forças e seguem resistindo bravamente diante do cenário desolador – que não há previsão de retorno à normalidade. E ainda há muito a fazer… as emergências são todo dia.

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Encontros Doar

Conversations to reflect on the role of donation in society, tendencies for fund-raising, the transformative power of brands, metrics of social impact and much more. These are a few of the topics covered on Encontros Doar [Donation Meetings], an annual event that since 2018 gathers people from inside and outside the philanthropy field to bring new perspectives to common challenges. Available on YouTube.

The majority of Brazilian people still believe they shouldn’t tell that they donate. To change the culture of donation in Brazil, we need to shift this paradigm and shed light on good examples that can inspire others. Our response to this challenge is a program of professional qualification for journalists, advertising people, content creators and communicators in general, that prepares people who are interested in this issue for a more diverse and profound coverage. In production.

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Social products – those that generate positive impact and donations with each buy – are a tendency that came to stay. But how can we separate the good from socialwashing? Our unprecedented Guide of Social Products maps the Brazilian market, checks the levels of transparency and impact of the initiatives, recognize exemplary cases and teach good practices for brands, CSOs and professionals who want to create social products that are transformative and engaging. In production.

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Originally created in 2018 by IDIS (Institute for Development of Social Investment), the test Descubra sua Causa [Find Your Cause] helps people to find topics which affect them the most and encourage donations to CSOs. In partnership with IDIS, the MOL Institute works in the reformulation of the test, including new mechanics and results, plus the strategy of engagement to generate more donations.

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On the air since 2020, the podcast Aqui se Faz, Aqui se Doa! [We Make It Here, We Donate Here!] presents necessary conversations intertwining philanthropy, social responsibility and culture of donation. Every Tuesday, the social entrepreneurs Roberta Faria and Artur Louback host inspiring guests, make comments on the recent news, analyze numbers from research, share impressive cases and offer creative ideas to make good actions. Available on Spotify.

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Dia de Doar 2021

National branch of the international campaign Giving Tuesday, which proposes a big day of donations after the Black Friday, the Dia de Doar happens in Brazil since 2013, under coordination from ABCR (Brazilian Association of Fund-Raisers).

Despite the decentralized aspect of the campaign, every year a huge communications campaign is developed – a mission that, in 2021, will be the responsibility of the MOL Institute. In production.