Filantropia empresarial, cultura de doação e as médias empresas no Brasil

Resumo

Purpose – To draw attention to Brazil’s poor position in the World Giving Index 2023, a ranking of the generosity of nations, attesting to our incipient donation culture. Surveys such as Giving USA and Doação Brasil indicate a gap between donations in Brazil and the USA, considered a reference for the sector, recording 0.18% of GDP compared to almost 2%. In this process, companies are fundamental agents, but corporate philanthropy has difficulty scaling in the country. But what is the philanthropic profile of media companies? How do partnerships, destiny and attractiveness mechanisms influence your decision to make? Methodology – 18 Interviews with medium-sized companies via structured questionnaires to: understand their profile; knowledge, positioning and actions in philanthropy; and, based on the construction of scenarios, measure the trend and influence of aspects such as trust, destination and attractiveness mechanisms. Review of the literature on corporate philanthropy, discussing the models and differences in the construction of cultures between Brazil and the USA. Findings – Practices classified as transformative are the most valued by medium-sized companies and together with attractiveness mechanisms can influence the decision and we found no evidence of influence on the participation of the financial sector. Limitations – The number of companies was small and the sample was selected due to accessibility, reducing the degree of confidence and the statistical accuracy of the data. Pratical implications – Although there is no evidence of correlation, the financial sector meets requirements highlighted by experts to support the growth of philanthropy: creation of a conducive environment; naturalization of habit; ease and automation; effective management; reliability; reduction of transaction costs; traceability; regionalization; give a voice to beneficiaries and supporters; regularity, informational standardization and accountability. Social implications – Joint work focused on the attractiveness profile outlined for mediumsized companies has the potential to generate a successful and transformative partnership, helping to build a solid, permanent and expanded donation culture. Originality – Focus on medium-sized companies that have few publications even though they are responsible for 20% of jobs and 25% of the wage bill according to Fundação Dom Cabral.

Ficha do documento

Tipo

Dissertação

Ano

2025

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/36376

Palavras-chave

Filantropia empresarialCultura de doaçãoFilantropia estratégicaInvestimento social privadoMédias empresasCorporate philanthropyCulture of givingStrategic philanthropyPrivate social investmentMedium companiesAdministração de empresasDotaçõesEmpresas - Contribuições de caridadeMedias empresas - Aspectos sociaisEmpresas - Doações - Brasil