Philanthropy in Brazil: An Insider’s View

The Brazilian philanthropic landscape presents great challenges but also interesting opportunities that could result in Brazil becoming a leading force among the BRIC countries in terms of social investment.

Fueled in part by French economist Thomas Piketty’s Capital in the 21st Century, wealth creation accompanied by gaping inequality has dominated the global conversation in recent months. And Brazil, which has improved on inequality measures over the last few years (one of the few countries in the world able to make that claim!), continues to be one of the most economically unequal countries in the world. That reality requires not only government but other sectors in Brazil to come up with creative solutions and structural changes that will reduce inequality. Indeed, it is why I see great opportunities for philanthropy in Brazil, both in terms of taking risks and in contributing to a more sustainable development path for the country.

In 2013, Forbes magazine identified 124 Brazilian billionaires. Most of those fortunes were concentrated among families that owned or controlled the largest companies in the country. Nevertheless, Brazil is ranked  91st (out of 135 countries) in the World Giving Index published by the Charities Aid Foundation – evidence that philanthropy has not kept pace with wealth creation over the last few years.

At the same time, the world's view of Brazil has changed, and international giving to the country has fallen fairly dramatically. According to a 2006 McKinsey report, the total amount of dollars sent from U.S. donors to Brazilian civil society organizations fell some 70 percent between 2002 and 2006. That, in turn, has led to a changed landscape for many Brazilian CSOs. According to the Associação Brasileira de Organizações Não Governamentais (ABONG) – the Brazilian association of NGOs – international funding for human rights NGOs has been replaced by funding from government and/or state-owned companies, which could pose a threat to the long-term independence of those NGOs. Moreover, as noted by Joan Spero in her report Charity and Philanthropy in Russia, China, India and Brazil, the weakness of civil society in Brazil may inhibit giving domestically and is one of the important challenges Brazilians must address over the next decade.

Spero also notes in her report that religion and family values have played a central role in the development of charitable giving in the country. But the emergence of new trends such as individual giving (as distinct from family giving) and a growing interest in impact investing on the part of young and high-net-worth (HNW) individuals is helping to create a new dynamic that seems likely to result in new opportunities for civil society organizations and philanthropists alike.

I see myself as part of these new trends. I worked for years in the financial markets and spent many hours in conversation with brilliant people who use spreadsheets and complex formulas to create money from money. I also got married and started a family. By the time I was pregnant with my third child, I realized I wanted to focus on creating a better world for my kids – and other kids. So, with the full support of my husband, I decided to switch from the corporate world to the nonprofit world and apply the expertise in dealing with capital I had developed to employing capital to address the social and economic disparities in my country.

Shaking Up Our Assumptions With an 'Un-Survey'

We're all inundated with information in today's super-saturated media environment, so as we begin the redesign of the Ford Foundation website we have to ask ourselves: "Why would the social changemakers we want to reach spend time on our site to begin with?"

To answer that question, we decided to turn the traditional online survey model on its head and let our audiences ask us questions instead of the other way around. We called it the Un-Survey.

The Un-Survey is an experiment that we hoped could help us:

• Unearth the kinds of information our audiences would find valuable.
• Deliver on our commitment to transparency in a way that is genuinely useful to others. (Transparency can't be limited to only what we want to share — we have to share what our audiences want to know.)
• Foster a creative environment that helps break down the boundaries between those inside and outside the foundation.

Since we launched the Un-Survey six weeks ago, visitors have submitted over a hundred and twenty questions, and those questions have changed the way we think about our audiences' interests and needs and inspired us to pursue new ideas about our website's content and functionality.

What's been especially great is the fact that the questions are astute and address specific details about Ford's approach to social change and the practice of philanthropy. (They are also remarkably on topic, which is not always the case when a foundation opens itself to a broad community.) We've shared the higher-level questions with our leadership team, and they've found them to be illuminating as well.

Blogging about the launch of the Un-Survey, Janet Camarena, director of Foundation Center's San Francisco office, summed up our intention well: "We are all being invited to be thought partners of the Ford Foundation." We knew we were crowdsourcing input from a very smart audience, but the quality of that thought partnership has exceeded our expectations, with some questions building on earlier ones and making the sum greater than the parts. And because the questions are available for any other interested foundations to read, we can all tap into the creative and diverse thinking of the social changemakers who participated.

What We've Learned

The Un-Survey helped us deepen our empathy for our audience. We can now put ourselves more fully into our website visitors' shoes, and — even more exciting — we now have a clearer sense of their aspirations for us:

• They would like to see greater collaboration within the funder and grantee communities around shared goals, with Ford helping to facilitate.
• Our community is asking us to more fully explain how we conceive of and execute our role as a philanthropic institution.
• They are eager for us to share more about our progress — not only about our successes but also about what is not working.

We hope our social change audiences see the Un-Survey as an opportunity to have a meaningful influence on the next version of our website. And we know what the real measure of this experiment will be: whether we deliver on what our audiences asked for. That's our next big challenge —and it's one we're excited to take on.

Bob Pullin is chief of digital engagement at the Ford Foundation, where he is focused on using digital technology to help build relationships with the foundation's key audiences. This post originally appeared on the center's Transparency Talk blog.