The Apae Noel campaign adopts a new fundraising model through the Prize-Winning Philanthropy modality.
The Apae Noel campaign , a traditional fundraising initiative of Apae Brasil that has mobilized supporters throughout the country for over 40 years, debuts this year-end in a renewed format. Created in 1983 in Santa Catarina and later extended to the National Federation of Apaes, the initiative was modernized in 2025 through consulting from MDM8 , a company specializing in raising funds for philanthropic entities through capitalization bonds.
The new model incorporates the Philanthropic Prize-Winning Capitalization Bonds , issued by Capemisa Capitalização . The mechanism allows the public to participate in the campaign by purchasing bonds, starting from R$ 1, competing for prizes and fully allocating their redemption rights to Apae Brasil. The operation is authorized by the Superintendence of Private Insurance (Susep) , guaranteeing legal security.
According to the philanthropic organization, the modernization of the campaign seeks to increase its social reach and strengthen the APAE movement, which serves more than 1,7 million people with intellectual and multiple disabilities throughout Brazil. The network is composed of 2.265 APAEs , responsible for health, education, inclusion, and rights advocacy services for more than seven decades.
Local engagement with personalized links
Among the main changes in this edition is the distribution of personalized links to affiliated APAEs (Association of Parents and Friends of Exceptional Children), which can now promote the campaign on their social networks, community channels, and local groups, thus directly receiving a portion of the funds raised through their sales. The strategy aims to broaden the participation of the units and facilitate regional mobilization.
Awards and campaign dynamics
This year's edition offers:
⇒ 1 prize of R$ 300
⇒ 3 prizes of R$ 20
⇒ 40 instant prizes of R$ 1
⇒ 500 instant prizes of R$ 200
Anyone 16 years of age or older can participate. Details regarding the mechanics, rules, and drawing dates are available at www.filantropiadepremios.com.
Partnerships highlight purpose and innovation.
Miguel Muccillo, CEO of MDM8, emphasizes: “For MDM8, leading the redesign of Apae Noel is an immeasurable honor and responsibility. The trust placed in us by Apae Brasil and its 2.265 affiliates reinforces our commitment to precise, secure, and results-oriented solutions. The inclusion of Prize-Winning Philanthropy Capitalization Bonds, combined with a digital innovation strategy—with personalized links, traceability, and intelligent dissemination—modernizes the campaign and significantly expands its operational efficiency. We are proud to contribute to a more technological, transparent model capable of maximizing the social impact of the Apae movement throughout the country.”
The President of Apae Brasil, Jarbas Feldner, emphasizes that the modernization represents a historic evolution for the campaign.
“The Apae Noel campaign has always been a symbol of solidarity and national mobilization, and this new fundraising format, through Prize-Winning Philanthropy, strengthens our mission to engage more and more people in our cause. The partnership with MDM8 and Capemisa Capitalização, market leaders, has allowed us to transform this tradition into an even more transparent, secure initiative capable of expanding the social impact of Apaes throughout the country. Each title purchased represents not only the chance to win a prize, but also a concrete gesture of support for the 2.265 Apaes and the people with intellectual and multiple disabilities served by our Network,” says Jarbas Feldner, president of Apae Brasil.
Because this is an unprecedented experience within the campaign, there are no pre-defined fundraising projections—and that's precisely why the potential is so promising. The expectation for this innovative product is to significantly expand the campaign's reach through the extensive network of APAEs (Association of Parents and Friends of Exceptional Children) and the relationship of trust that each unit maintains with its community. Both MDM8 and the National Federation of APAEs share an optimistic view about the ability of this model to strengthen, diversify, and expand fundraising, driven especially by the digital channels of the APAE movement and the organic strength of local networks.”
