Economia do terceiro setor: uma abordagem econômica e comportamental da doação

Abstract

In light of growing competition for private resources in the Brazilian third sector, this research aims to gather and organize the state of the art on the motivations behind philanthropic behavior, in order to provide foundations for organizations to optimize their fundraising efforts. This is a bibliographic study, exploratory and descriptive in nature, based on academic literature from the fields of economics, sociology, and psychology, as well as institutional reports, complemented by a fundraising experience report from a third sector organization, Fundação Estudar. The results indicate that the decision to donate combines internal motivations, such as altruism, empathy, and the warm glow effect, with external determinants, such as reciprocity, social norms, and the institutional context, in a complex and interrelated manner. In Brazil, a giving culture still in its maturing stages can be observed, marked by high selectivity, demands for transparency, and difficulties in donor retention. It is concluded that an interdisciplinary understanding of these motivations enables fundraisers to build more effective strategies, strengthening the financial sustainability of third sector organizations and increasing the impact of their work.