The Joy of Giving: What Brazil’s 'Dia de Doar' Teaches the World

Dia de Doar (Giving Day) is Brazil’s branch of the global GivingTuesday movement, dedicated to promoting radical generosity and strengthening the culture of giving. Rather than being a centralised campaign, it is an open invitation: anyone can take ownership of the brand, materials, and tools to design initiatives that make sense in their own community. The result is a nationwide wave of creativity and solidarity every year on 2nd December — from solidarity runs and food drives to school competitions and writing contests — all celebrating the joy of giving.

Dia de Doar is more than a date, it’s a collective ritual of generosity.

In 2023 alone, the movement mobilised over R$ 4.9 million in donations, reached 73,000 people online, and sparked 80 community-led campaigns across the country.

Be The Earth was proud to support Dia de Doar as one of our recent philanthropy partners, and we’re excited to share this recent conversation with their Strategic Partnership Lead, Bruna Kanesiro, about what community-led giving makes possible.

Looking back at the 2024 Giving Day, what moment stands out to you as a symbol of the power of community philanthropy?

One of the moments that touched me most was Doa Tubarão in Santa Catarina. The community organized a solidarity run called “12K Missão Doação”, and people of all ages showed up, running, donating, cheering together. In the end, more than 3,000 kilos of food were collected. It was a beautiful reminder that when generosity meets local creativity, philanthropy feels alive and rooted in people’s everyday lives.

Decentralising philanthropy is core to your work. What have you learned about the challenges and the deep potential of this approach in diverse territories?

Decentralisation is both powerful and demanding. In 2024, we saw 80 community campaigns flourish, some in big cities, others in small towns. Each reflected a local reality: from food security and climate justice to cultural collectives and school projects.

The challenge is that smaller or more remote communities often struggle to access resources and visibility. But I’ve learned that even a small push can create a big ripple. For example, the R$ 1,000 (≈ US$ 180) grants we offered were multiplied in incredible ways. Campaigns used this modest support to mobilize entire communities: we saw a Generosity Fair where organizations presented their work; materials produced and distributed across neighborhoods; sound cars hired to spread the word; and solidarity events that brought people together.

This showed me that decentralisation works when we trust communities to design their own paths.

In a moment where democracy and social trust are fragile in many parts of the world, how do you see a movement like Diar De Doar helping to rebuild collective hope and agency?

I believe hope grows when people feel part of something bigger. Dia de Doar is more than a date, it’s a collective ritual of generosity. In 2024, we had 62 companies, 42 influencers and thousands of individuals engaged.

When iconic places like Christ the Redeemer and Maracanã stadium lit up in orange, it became a powerful symbol: generosity belongs to everyone. These shared gestures remind us that we can still come together, and that collective agency is possible, even in fragile times.

What are some of the key lessons or stories from smaller, lesser-known communities that have surprised or inspired you most?

I was deeply inspired by the power of the collective in Doa Jaboticabal. 25 organizations decided to work together, share everything they raised, and turn Giving Day into something much bigger than just one date. What touched me most is that this collaboration didn’t stop there, they built a support network that continues throughout the year. It shows how generosity creates sustainability and stronger bonds.

I also love how some campaigns did so much with very little, using creativity and partnerships. In Doa Cordeiro, a small town in Rio de Janeiro, the campaign became a fun school competition. Children, parents, and teachers all joined in, and they even made personalized certificates for supporters. It was simple, but it sparked huge pride in the community.

In Doa Itajaí, in southern Brazil, they organized a writing contest about generosity, with prizes sponsored by local partners. It was such a beautiful way to connect education and giving.

These stories remind me that building a culture of giving is about collaboration, creativity, and engaging people so generosity becomes part of everyday life. 

What excites you most as you look towards Giving Day 2025?

What excites me about Dia de Doar 2025 is seeing how inspiring it feels to watch community campaigns grow stronger and more mature each year. I’m especially hopeful that more cities beyond Brazil’s Southeast will embrace the movement, creating their own campaigns and adding even more diversity and reach to what we’re building together.