A new mapping proposes ways to increase the number of donors, the volume of funds donated, and the social impact generated by high-net-worth families

Brazil is experiencing a paradox: while the number of millionaires and billionaires in the country grows, the volume of donations made by wealthy families seems stagnant and far below its potential. To understand the scenario and identify ways to change this reality, IDIS – the Institute for the Development of Social Investment launches the publication Paths to a Broader and More Strategic Action in Family Philanthropy in Brazil, the result of interviews, unpublished data, and contributions from experts and active philanthropists.

According to Paula Fabiani, CEO of IDIS, “in decisive moments, especially in the face of emergency demands, people with high net worth make donations. The challenge is channelling this energy into structural and long-term actions. There is, undoubtedly, room not only to involve new families and individuals in philanthropic activities, but also to expand the volume and impact of those who already donate.”

Overview: expressive potential, still timid impact

The study presents a portrait of family philanthropy, globally and in Brazil. In this modality, there is a strong influence of individual and family values, often a desire to leave a legacy or give back to society what has been achieved, in addition to a greater propensity for risk and greater freedom in choosing causes than the social investment practiced by companies.

Among the global trends observed, movements such as the Giving Pledge and the Generation Pledge have driven the public commitment of holders of large fortunes to donate a relevant part of their assets. In May 2025, for example, Bill Gates announced his intention to donate practically all of his fortune, estimated at around $108 billion, over the next 20 years.

The Brazilian scenario was detailed through interviews with specialists and an online survey, which included the participation of 35 philanthropists, whose practices are, for the most part, already well-structured and involve expressive annual donations – 40% indicate donating a volume exceeding R$5 million per year.

The sample revealed that although education — including basic, professional and technical education — leads as the most mentioned cause, family philanthropy in Brazil may be expanding its scope and opening up to more sensitive and structurally challenging topics. Topics such as the environment and sustainability mobilize 26% of respondents, while 17% show interest in initiatives aimed at influencing public policies. The fight against hunger and the reduction of inequalities also appears among the priority causes, with 14% of the mentions. There are also examples of families involved with issues such as public security, strengthening democracy and the decriminalization of drugs.

The mapping also identified that the decision about donations is usually shared within the family unit. Spouses participate in decision in 65% of the cases, followed by children (59%), and siblings (49%). These data demonstrate that the practice of donation often emerges from a collective process, sustained by affective bonds, shared values and the desire for legacy. On the other hand, for administrative management and execution issues, 65% indicate that they rely on the support of professionals who are expert professionals.

Among the main obstacles mapped by the study are the perception civil society organizations’ lack of capacity to deliver social impact efficiently — a factor mentioned by 20% of respondents. Furthermore, 17% pointed to the absence of adequate tax incentives for individual donations as a hindrance to the expansion of the practice. Another impediment is the lack of knowledge about causes and institutions to be supported, mentioned by 3%, in addition to the fear of personal and property security — a concern quite present among high-income families in Latin America.

How to make family philanthropy broader and more strategic in Brazil

The study points out three complementary paths for the expansion of family philanthropy and identifies ongoing actions and gaps, proposing coordinated action with more collaborations. The strategic map, which presents practices that can be carried out to reach a new level, was built with the participation of active philanthropists.

• More high-net-worth individuals and families involved in philanthropy. This includes raising awareness among new donors and the next generation of philanthropists, creating spaces of belonging and peer exchange, empowering advisors who influence decision-making, and broadening the public discussion about the social role of wealthy families.
• Increase in the average amount donated by each individual and family. Here, the focus is broadening trust and strengthening the governance of NGOs, in addition to stimulating changes in the regulatory and fiscal environment that favor donation.
• More capital has been mobilized with medium and long-term commitments aimed at solving structural problems. The study highlights the need to diversify financial instruments used by philanthropists, foster advocacy and build cross-sectoral coalitions capable of generating impact at scale.

A call to action

For IDIS, the launch of the study opens a new chapter in Brazilian philanthropy.

“Change does not depend on an isolated agent. It requires the engagement of everyone involved in the ecosystem: philanthropists, consultants, lawyers, accountants, communicators, NGO managers, and public policy makers. What we propose is an invitation to coordinated action, with clear goals and joint strategies”, highlights Felipe Insunza Groba, project manager at IDIS.

The current context – marked by deep inequalities, socio-environmental and institutional crises, and a growing urgency for systemic solutions – demands a new generation of philanthropists willing to act with intention and strategy. “Brazil has enormous potential for socio-environmental transformation through family philanthropy. But, to that happen, a mindset shift is needed: moving away from one-off giving or emergency response and building a continuous, coordinated approach aimed at generating positive impacts,” adds Groba.

The initiative had the support of Itaú Foundation, Beja Institute, Movimento Bem Maior and Sociedade Beneficente Israelita Brasileira Albert Einstein.

About IDIS – Institute for the Development of Social Investment

IDIS – Institute for the Development of Social Investment – was founded in 1999, and is an independent social organization.  It is the first organization to strategically support social investors in Brazil. Its objective is to inspire, support and expand private social investment and its impact, promoting actions that transform realities and contribute to the reduction of social inequalities in the country. Its performance is supported by the generation of knowledge, consulting, and carrying out impact projects, which contribute to the strengthening of the philanthropy ecosystem and the culture of donation.