From local to digital – the Brazilian example of community campaigns

From local to digital – the Brazilian example of community campaigns

The power of local giving campaigns to mobilise the community and create online engagement



About this session

Learn how a community-based and personalised approach, together with digital technologies, has generated great fundraising successes around Dia de Doar – Brazils’s version of #GivingTuesday.

In this session João Paulo will share examples of Brazilian community campaigns built around Dia de Doar. He’ll make the case that it’s more effective to reach people in their local communities with the goal of developing their own neighbourhoods.

The mobile phone and other technology has played a major role in the success of these campaigns. You’ll learn how people were engaged online via their friends and family rather than directly from the charity.

Underpinning these campaigns has been a rise in philanthropic culture in Brazil and João Paulo will explain the impact that’s had on the charity sector.

Aimed at

  • Fundraisers from organisations in middle or less developed countries
  • Non-profit staff from countries with underdeveloped philanthropic culture


Learning outcomes

  • An understanding of how community giving campaigns function
  • An overview on how to foster philanthropic culture in non-developed countries
  • How to connect communities and technology to promote giving


About the speaker

João Paulo is the CEO for the ABCR, the Brazilian Fundraisers Association. He has been a member since 2009 and has seen the sector grow rapidly. Since 2014 he has been leading Dia de Daar, the local version of #GivingTuesday, an inspiring movement that is engaging more Brazilians every year.

He regularly speaks at conferences including AFP Icon, the Central and Eastern European Fundraising Conference, the Non-profit Technology Conference, and Wings Forum.

In Brazil João Paulo is a professor alongside volunteering for a number of organisations and designing the monthly newspaper in his parish.




João Paulo Vergueiro (Brazil)
CEO, ABCR - Brazilian Fundraisers Association