Convincing Brazilians to donate more to one of the country’s many pressing causes remains a challenge, and to do so, foundations have done their best. On Monday (1st), the day before Donation Day, Graacc Hospital for Children with Cancer launches an innovative initiative that rewards members of its unprecedented donor club with rewards that will exceed the value of the monthly support fee.
Monthly donations of between R$ 20 and R$ 100, from members of the initiative, will generate balances upon joining that exceed the amount donated by 10% to 30%. For example, a monthly fee of R$50 turns into a bonus of R$60, which can be used immediately.
Credits, which cannot be accumulated, can be redeemed for various prizes such as movie tickets, books, games, products and services for pets, meals, snacks, sweets, video games, app subscriptions, and access to artificial intelligence, among dozens of other possibilities.
However, the biggest benefit is traditional: helping doctors, nurses, assistants and the entire hospital team save the lives of boys and girls with cancer.
“The donation culture in Brazil is still under construction, which is why we need to be innovative to bring people closer to social issues,” says Tammy Allersdorfer, supervisor of institutional development at the hospital. “At Graacc, we realize that the simpler, more transparent and accessible the act of donation is, the greater the engagement.”
In 2024, according to Graacc, donations represented 60% of its annual budget of R$250 million. Each year, the unit serves about 4,000 patients from all over the country, with an average recovery rate of 80%.
The sustainability of the benefits program, according to the hospital, will come from the continued expansion of the subscriber base and the entry of new partners. Currently, there are at least thirty from different fields such as food, entertainment, mobility and technology. The program is organized by Minu, a rewards marketing company.
According to the moderator, “The model opens doors to a new audience that is not always accustomed to donating financially, but readily participates when there is a benefit associated with it.”
It is expected that, in the first year, there will be an impact on fundraising through the program, which is in addition to other traditional and consolidated fundraising fronts such as fundraising dinners, themed races, and direct marketing donation requests.
According to the 2024 survey conducted by the Institute for Social Investment Development (IDIS), which is conducted every two years, there was an increase in institutional donations of money and donations of time – volunteer work – compared to 2022, despite a slight decrease in the donation of goods.
Total donations in this period amounted to R$24.3 billion, and 78% of Brazilians interviewed whose household income was above the minimum wage participated in some form of donation. Half of the donations were made in cash, and 33% of those surveyed also donated their own time.
The Graacc Benefits Redemption Donation Program can be joined through the website graacc.clubedebeneficiosgraacc.com.br, which has simplified the navigation process for mobile devices. The platform also allows members to consult and redeem their benefits.
There are three different subscription possibilities, Amigo for R$20, Protector, R$50, and Guardian, R$100.
“After confirming the subscription payment, the participant will receive, within seven days, a link via SMS or email to access the rewards platform. From that moment on, they have another seven days to make their choices within the total amount stipulated in the chosen plan,” says Tami.