Brazil drops to 89th position and Indonesia retains top place in World Giving Index

Around the world, 4.2 billion people helped someone they didn’t know, volunteered time or donated money to a good cause according to the Charities Aid Foundation’s World Giving Index 2023.

For the sixth year in a row, the world’s most generous country is Indonesia. The second most generous country in the world is Ukraine, which is also the Index’s biggest riser this year, increasing its score after ranking tenth last year. Only three of the top 10 countries are among the world’s largest economies (Indonesia, United States, and Canada), while one of the poorest and least developed countries in the world – Liberia – is ranked in fourth highest place.

The CAF World Giving Index is one of the biggest surveys on giving ever produced, with millions of people interviewed around the world since 2009. This year’s Index includes data from 142 countries where people were asked three questions: have they helped a stranger, given money or volunteered for a good cause over the past month. As CAF official partner at Brazil, IDIS – Institute for the Development of Social Investment is promoting and analysing the national data.


After being among the 20 most generous nations in the ranking, Brazil fell to position 89. There was a drop in all indicators, the most pronounced being donations to NGOs, which went from 41% to 26%. Helping strangers was practiced by 64% of respondents in 2022, also less than the 76% found on the previous year. Volunteering fell from 25% in 2021 to 21%. The average score stood at 37%. Although Brazil had better positions in the ranking in previous years, this was the country’s second highest score since the index’s launch in 2009.

According to Paula Fabiani, CEO of IDIS, “The previous edition still reflected the impacts of the pandemic, when generosity was on the rise and the forms of participation, whether through donations or volunteering, were more evident. The drop in the coverage of these issues in the media, added to the impoverishment of the population and the climate of uncertainty and distrust common in election periods, contributed to a decrease in the population’s participation in the practice of donation”.


Fabiani considers that in the period there were also important movements in other countries, especially regarding the increase in donations, which led them to gain better positions.

New data available this year shows the factors that influence generosity around the world:


  • People who have a strong religious belief have a higher overall giving index score, except for Europe where it makes no difference.
  • People who rated their life in positive terms were more likely to have made a gift to charity, with some of the happiest countries in the world ranking in the top 10 for donating money (Sweden, Denmark, Netherlands, and Iceland).
  • Immigrants are more likely to give than nationals, particularly in Europe, the Middle East and North Africa. Those who say they were born in another country tend to have a higher index score than nationals on average in most regions.

Neil Heslop OBE, Chief Executive of the Charities Aid Foundation, said:

“The CAF World Giving Index gives us reasons for hopeful optimism at a time of great instability. Generosity is innate to human behaviour and binds us all together as a global community. The diversity of countries leading the index highlights this: they cover the spectrum of wealth and economic development, geography, language, religion and culture. Giving is about building a connection with those around us, whether they are across the street or on the other side of the world. That is why we are calling on governments to do more to encourage those who can, to give the money and time that fosters vibrant, resilient civil society organisations as they face into social and environmental challenges and the impact of conflict and population displacement.”


Top 10 countries in the CAF World Giving Index 2023

  1. Indonesia
  2. Ukraine
  3. Kenya
  4. Liberia
  5. United States of America
  6. Myanmar
  7. Kuwait
  8. Canada
  9. Nigeria
  10. New Zealand
  11. Brazil


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Notes to Editors

  1. For more information, please email
  2. The CAF World Giving Index is based on data from Gallup’s World View World Poll, which is an ongoing research project carried out in more than 100 countries. For detailed information on the World Poll methodology:

New research series details emerging trends in digital and other innovative charitable giving practices across the globe

Analyses of philanthropic activity in Brazil and the United Kingdom identify expanded donor expectations for transparency from charitable organizations and significant growth in digital giving

 INDIANAPOLIS – Today the Indiana University Lilly Family School of Philanthropy at IUPUI launched its new research series, Digital for Good: A Global Study on Emerging Ways of Giving. The series will chronicle findings and insights regarding emerging trends in charitable giving, with a focus on how innovative giving methods such as mobile giving, crowdfunding, online volunteering, social impact initiatives and others are shaping giving in various countries.

Click here to download the material. 


The series, which builds on the school’s Global Philanthropy Environment Index and Global Philanthropy Tracker, will be released in phases over the next five months and feature profiles of eight diverse countries, beginning today with analyses of giving trends in the United Kingdom and case studies of non-traditional ways of giving in Brazil. Profiles of China, India, Kenya, Singapore, South Africa and South Korea will follow. For each country, the research team collaborated with in-country partner organizations or individual experts to identify specific trends, shape data collection, and develop report findings. The study series is based on research funded by the Bill & Melinda Gates Foundation.


“Expanding on our global philanthropy research by introducing these studies allows us to better understand philanthropy’s ever-evolving trends and to examine them in countries with varied philanthropic landscapes,” said Una Osili, Ph.D., Associate Dean for Research and International Programs at the school. “By identifying and understanding emerging ways in which people are giving, we can equip leaders of charitable organizations to better secure, shape and deliver much-needed aid and relief.”


The first two country profiles examine philanthropic engagement in Brazil and the United Kingdom prior to and throughout the COVID-19 pandemic. Both countries report an expansion of various types of channels for donations, while researchers noted the necessity of new, technology-based ways of giving for philanthropy’s continued growth in each geographic area.


Both country profiles focus on emerging and expanding ways of giving: online giving and crowdfunding in the United Kingdom, and charity rounding up, crowdfunding, and social impact publishing in Brazil. Social impact publishing involves the production of inspiring, revenue-producing editorial content in which a portion of the revenue generated is given to nonprofit organizations.


Key findings in the Brazil profile feature analysis of three relevant case studies and include:


These include donating through rounding-up for a charity at checkout, crowdfunding, and social impact publishing, practices which all encourage smaller, more frequent donations that accommodate charitable contributions on modest household budgets. From 2013 to 2020, donations collected through rounding-up for charity via Arredondar increased exponentially from just BRL 1,091 in 2013 (equivalent to USD 590 in 2021, adjusted for inflation) to more than BRL 1.6 million in 2020 (equivalent to USD 330,186 in 2021, adjusted for inflation). The social impact publishing house Editora MOL also experienced growth on the donations made through its editorial products: nearly one-sixth of all donations it received since 2008 were made during 2021. And in 2020 alone, the use of the giving platform BSocial skyrocketed from 600 registered donors to about 15,000, resulting in a four-fold increase in charitable contributions.


“The three initiatives shared in this report highlight innovative ways that people are engaging in philanthropy in Brazil over recent years. Interestingly, these models are not digitally based; they evolved with no digital component, but digital will now contribute to their growth and expansion, and we hope they will inspire more ideas to promote philanthropy,” said Luisa Lima, Communications Manager at IDIS, the Institute for the Development of Social Investment, the Brazilian organization that conducted this research.


The most successful initiatives prioritize transparency and accountability in giving. In Brazil, as in many countries, charitable organizations face distrust or skepticism from donors about the use and impact of their donation. New giving initiatives that emphasize transparency and accountability can create more comfort for all donors with the nonprofit sector overall and can invite everyday donors to actively participate in a more inclusive civil sector.


“Transparency and accountability are crucial to the development of philanthropy in Brazil,” Lima added. “Although Brazilians are empathetic and supportive, there is an underlying attitude of distrust toward institutions that receive donations. Transparency is central to shifting these attitudes and building renewed trust within the philanthropic environment.”


Key findings in the United Kingdom profile feature results of an online survey of nearly 3,000 individuals and include:


Online giving has increased, especially during the COVID-19 pandemic. The proportion of donors giving via cash declined significantly during the United Kingdom’s first lockdown in March and April of 2020 and remained at levels much lower than usual even after many restrictions were lifted. Simultaneously, online giving showed a significant increase during the pandemic. On average, donors interviewed between May and July 2021 reported that 60% of their gifts in the past 12 months had been made online. Donations through a third-party app proved to be the most common way to donate online, with over half of respondents who donated online in the past 12 months noting that they had made gifts through applications like JustGiving or Virgin Money Giving.


A quarter of people gave via crowdfunding in the past 12 months. The most common reason to support a fundraising request via crowdfunding was to contribute to charity (30%). Findings suggest that 23% of people gave to crowdfunding ventures established for or by a friend or family member or those set up by a friend of a friend or an acquaintance, while less than 17% contributed to a crowdfunding effort established by someone they did not know. Notably, while a substantial portion (33%) of donors who gave via crowdfunding or social media sites said that they responded to requests posted by a friend, family member, or acquaintance, very few donors (4%) indicated being motivated to give by a social media “influencer.”


Online and offline solicitations often reinforce each other, making hybrid ways of giving the new normal in charitable giving. Researchers found that 63% of people who used social media to request donations also made requests in person.

“For the UK, the future for fundraising looks digital, but with a strong human element,” said Alison Taylor, Chief Executive Officer of Charity Services at the Charities Aid Foundation (CAF), which conducted the United Kingdom research. “Though donations may be conducted online, requests for support are often made by a friend or family member in person or via social media.”

This phenomenon highlights the continued importance of interpersonal connection when engaging would-be donors.

“The results of the first two country profiles suggest an evolution in giving practices and highlight a significant expansion of digital giving practices and peer-to-peer giving,” said Amir Pasic, Ph.D., the Eugene R. Tempel Dean of the Indiana University Lilly Family School of Philanthropy. “While these findings are the first in a series, the documented growth in digital giving and shifting donor expectations in the UK and in Brazil reinforce existing evidence that digital practices can help democratize the practice of philanthropy. Digital innovation makes philanthropy accessible and fosters greater transparency and accountability for how gifts lead to impact.”


About the Lilly Family School of Philanthropy

The Indiana University Lilly Family School of Philanthropy at IUPUI is dedicated to improving philanthropy to improve the world by training and empowering students and professionals to be innovators and leaders who create positive and lasting change. The school offers a comprehensive approach to philanthropy through its undergraduate, graduate, certificate and professional development programs, its research and international programs and through The Fund Raising School, Lake Institute on Faith & Giving, the Mays Family Institute on Diverse Philanthropy and the Women’s Philanthropy Institute. Follow us on Twitter, LinkedIn, or Instagram and “Like” us on Facebook.


About Charities Aid Foundation (CAF)

Charities Aid Foundation (CAF) is a leading charity and bank seeking to connect vital organizations, institutions and individuals working to ensure everyone has a stake in the future. We exist to accelerate progress in society towards a fair and sustainable future for all. For over 95 years, we’ve acted as a meeting point for companies, private philanthropists, fellow foundations, governments, charities, and not-for-profit enterprises. Our independence, expertise and international reach enable hundreds of millions of pounds each year to move across sectors and borders and arrive safely with thousands of charities to make a greater impact. We also lead an international network of like-minded charitable organizations. We collaborate to inspire innovation, share best practices, and improve cross-border giving in support of civil society.


About IDIS – Institute for the Development of Social Investment

IDIS – Institute for Development of Social Investment is a civil society organization founded in 1999 and pioneer in technical support to social investors in Brazil. With the mission to inspire, support and promote strategic philanthropy and its impact, IDIS serves individuals, families, companies, corporate and family run institutes and foundations, as well as with civil society organizations, in actions that transform realities and contribute for the reduction of social inequality in the country. Our actions are based on the tripod of generating knowledge, offering advisory and developing social impact projects that contribute to the strengthening of the ecosystem of strategic philanthropy and of giving culture. We value partnerships and co-creating, and believe in the power of connection, of joint learning, of diversity and plurality of points of view.

Study highlights leading companies in corporate giving in Brazil and worldwide in 2020

Unprecedented research carried out by IDIS points out the organizations that allocated the most resources to social initiatives on the first year of the pandemic

IDIS – Institute for the Development of Social Investment, as a request from Itaú Unibanco, accomplished a survey on social investment carried out with companies around the world. The Corporate Giving Ranking reveals which are the 10 Brazilian and 10 international companies that contributed the most to socio-environmental actions, through donations and sponsorships, on 2020, first year of the pandemic.

In Brazil, the best-placed company is Itaú Unibanco, with a total invested amount of USD 350 million. The bank also stood out in the global ranking, classified in 8th, only behind US giants companies and a large Chinese organization. In the international ranking, the highlight was Microsoft, with USD 2.3 billion invested. Check out the rankings below:


Brazilian Corporate Giving Ranking in 2020





# 1 Itaú 350.007.709 2.903.064.174 12,1%
#2 Vale 213.534.615 4.496.146.153 4,7%
#3 Bradesco 182.219.230 3.741.923.076 4,9%
#4 Cogna Educação 62.855.769 -1.116.499.615 n/a
#5 JBS 60.788.461 884.288.461 6,9%
#6 Rede D’Or 43.096.538 88.350.576 48,8%
#7 Banco do Brasil 39.625.000 2.670.000.000 1,5%
#8 Claro 29.532.692 668.435.192 4,4%
#9 Ambev 28.847.746 2.327.750.000 1,2%
#10 Petrobras 27.990.961 2,3%
TOTAL 1.038.498.721

Font: IDIS – Institute for the Development of Social Investment


International Corporate Giving Ranking in 2020





#1 Microsoft



#2 Salesforce




#3 Walmart



#4 Google


#5 Wells Fargo




#6 Cisco Systems



#7 ByteDance




#8 Itaú




#9 Tencent




#10 Mastercard






Font: IDIS – Institute for the Development of Social Investment


The criteria for positioning the companies took into account the financial volume of donations and the percentage that this value represents in the net profit of each corporation. In addition to financial donations in cash, the ranking considers donations of products and services, sponsorships carried out through incentive laws (in the national case), donations reported together with other companies (provided that the value of each one is specified), and the portion referring to the contributions of the sponsoring company by income from the equity funds to the Business Institutes and Foundations.

In addition to the quantitative assessment, IDIS considered in the study the strategic alignment of the actions with the company’s business and also whether the amount made available to combat the pandemic was only on an emergency basis or if there was a history and forecast of maintenance of the contributions of resources.

All values ​​used in the research were obtained from public sources of information related to philanthropy. They are: Giving USA 2021, CANDID-Philanthropy and Covid-19 Measuring One Year of Giving, Foundation Maps – Philanthropy’s response to coronavirus, Foundation Directory Online, Investor Relations Reports, ABCR Giving Monitor, GIFE, Tax Incentive Laws and Integrated Annual Reports – Sustainability, Corporate Responsibility and ESG.

This Corporate Giving Ranking complements the recently released findings of the GIFE Census and BISC Report. The studies, which include a considerable part of the most important companies in the country, estimate a volume of USD 1.3 billion related to private social investment in 2020. Considering methodological and sample differences, the total investment of the 10 companies that make up the ranking by IDIS is USD 1 billion, showing a high concentration of investments in a few companies.

“Data is essential to guide our action. It is clear that corporate social investment is still very concentrated and that it is necessary to engage more and more organizations. This is a journey that begins with the understanding that companies are part of the solution to our socio-environmental challenges and continues through a long-term commitment to transformation. Another important point to consider will be the behavior of these companies in the coming years, how much the increase seen in 2020 will influence their corporate social investment strategies and policies, as well as the effect on the sector in general”, comments Renato Rebelo, IDIS Consulting unit director.


Download the full publication here (content available in Portuguese only)