Summary of our market study

Since 2020, the generosity market in France and globally has demonstrated significant trends in both individual and corporate giving. Individual donations in France rose by 1% in 2022, a modest increase compared to the average 10% rise seen in high-income countries. Despite witnessing a drop in the number of donor tax households by 1.9%, the actual amount donated increased proportionally. The year 2020 saw a spike of 7.1% in donations, largely fueled by the French public's response to the COVID-19 pandemic, when over 200 million euros were raised by just five healthcare organizations. In terms of corporate giving, French companies continued a decade of growth, with a doubling of donations within ten years. The French market for donations was estimated between 5.3 and 5.5 billion euros in 2021.

New trends in the market include a surge in digital fundraising, with the adoption of events such as Giving Tuesday, which raised over 4.3 million euros in 2022. Furthermore, charity streaming events like ZEvent are gaining traction, with the 2022 edition alone raising tens of millions of euros. Despite the increased cost of living and high inflation rates since the start of the war in Ukraine, the French have continued to show solidarity with Ukraine, ranking 11th in donations to the country. The giving landscape in France is supported by a robust non-profit sector with between 1.4 and 1.5 million active associations and 12.5 million volunteers as of 2022. The regulatory environment encourages donations through tax relief, offering reductions of 66% up to 20% of taxable income for general interest donations, and 75% relief for amounts up to €1,000 to organizations aiding people in difficulty.

Trends and Dynamics in the French Generosity Market

The French generosity market has been experiencing steady yet nuanced growth, influenced by several intrinsic and extrinsic factors that shape the behavior of donors. Analyzing the demand within this market reveals a complex interplay between socioeconomic factors, seasonal trends, and the impact of special events on donor interest and generosity. In recent years, the French generosity market has witnessed a modest rise, with individual donations ascending from EUR 2.84 billion to around EUR 2.87 billion. This increase, albeit marginal, signifies an ongoing commitment to charitable giving among French individuals. It's important to note that high-income countries, including France, have reported an average growth in donation rates around 10%.

A deeper look at donor behavior reveals a shift towards larger one-off donations. For instance, funds from small donations, which represented 73% of the total in 2004, have now contracted to account for approximately 41.7%. This indicates an inclination towards higher-value contributions. Interestingly, the average donation size by individuals has grown, with a noticeable hike of nearly EUR 200 in less than a decade. The preferred method of donation is evolving, with direct debit donations becoming more popular, accounting for 41.5% of the contributions received by associations and foundations. However, the entry of new donors into the market has dwindled over the years, as exhibited by a decrease of over 11% in new donors per organization from 2012 to 2022.

Regarding donor demographics, higher net monthly household incomes correspond with a greater propensity to donate, and retired individuals appear to constitute a significant proportion of the donor community. The manner of donation also influences the amount, with direct debits yielding higher average donations compared to other payment methods. The market is influenced by cyclical factors, with a substantial escalation in donations during the last quarter of the year, especially in December.

Economic conditions, such as inflation, play a decisive role in shaping the capacity and willingness to donate. With inflation reaching high levels, particularly during periods of geopolitical tension like the war in Ukraine, there has been a noticeable correlation between reduced purchasing power and decreased donation activity. Despite this, specific events like the pandemic of 2020 and the Ukrainian crisis have prompted unprecedented surges in donations, reflecting the French public's responsiveness to global and social crises. The structure of the market is also evolving, with the non-profit sector encompassing between 1.4 and 1.5 million associations.

Prominent Figures in the French Generosity Market: Associations and Foundations Fueling Philanthropy

Within the landscape of the French generosity market, there are several notable organizations that stand out for their contributions to various causes, from social welfare to medical research. Each of these entities has managed to carve out a significant presence through effective fundraising campaigns and a strong connection with donors.

  • Restos du Coeur Founded by the comedian Coluche in 1985, Restos du Coeur has become a beacon of hope for people in need. This charity focuses on providing food assistance and social integration services. Its annual winter food distribution campaign has become a symbol of solidarity in France.
  • French Muscular Dystrophy Association (AFM) Best known for organizing the annual Telethon, AFM has made significant strides in funding research for genetic disorders. Through its highly publicized Telethon, it has ingrained itself in the public consciousness as a leading force in the medical charities field.
  • Secours Catholique (Caritas France) Part of the global Caritas network, Secours Catholique fights against all forms of poverty and social exclusion. It offers assistance to those in need without discrimination, fostering community support and care for the vulnerable.
  • Red Cross France The internationally recognized French Red Cross participates in both national and international missions to provide emergency response, healthcare, and social welfare services. Its widespread recognition and trusted reputation make it a key player in disaster relief and humanitarian assistance.
  • Médecins Sans Frontières (MSF) Well-known for its work in crisis zones, MSF, or Doctors Without Borders, delivers emergency medical aid worldwide. Its actions in conflict zones and areas affected by diseases and natural disasters have saved countless lives.
  • French Committee for UNICEF As the French branch of the United Nations Children's Fund, this committee works to ensure that children's rights are respected and that they have access to healthcare, education, and protection from exploitation and abuse.
  • Ligue Nationale contre le cancer Dedicated to the fight against cancer, this nonprofit organization focuses on research, patient support, prevention, and health promotion. It is an important fundraiser for cancer research in France.
  • Action Against Hunger A global humanitarian organization, Action Against Hunger tackles the causes and effects of hunger and diseases that threaten the lives of vulnerable children, women, and men.
  • Médecins du Monde Another global medical humanitarian organization, Médecins du Monde, or Doctors of the World, offers care to populations in distress and fights
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Summary and extracts

1 Market overview

1.1 Definition and scope of study

In 2022, donations in France rose by 1%, the lowest increase in 10 years (excluding 2018, during which donations fell by 4.6%, largely due to exceptional tax changes).

The generosity market covers all donations made by individuals or companies to associations or foundations. Legally, it is possible to distinguish three types of donation:

- manual donations, which require no formalities: they can be made in cash, in kind, or in the form of a debt waiver;

- notarial donations, made before a notary;

- bequests, established by will.

This study does not cover sponsorship, CSR or Impact Investing. In fact, the generosity market is concerned solely with donations, which do not involve any quid pro quo.

Worldwide, the generosity market experienced strong growth in 2021. Indeed, this year has been the most lavish in terms of donations from individuals, putting an end to the downward trend that began in 2018. Donation rates in high-income countries rose by an average of 10%. With the exception of Burma and Indonesia, the 10 most generous countries are high-income countries.

At national level, the number of donor tax households fell by 1.9%, while the amount of donations increased in identical proportions. After declining in 2018, the amount of donations has continued to grow, particularly in 2020 with a 7.1% increase. Indeed, this year saw a surge in generosity from the French, facilitated by the drop in consumption due to multiple confinements.

The main players in the generosity market are, on the one hand, private individuals (retirees and employees being the most invested in this market) and, on the other hand, companies, whose donations can be3.6 billion euros in 2021), and on the other, associations and foundations benefiting from the generosity of the general public.

1.2 The global market

Culture and habits differ from one country to another, so the act of giving is also more or less deeply rooted depending on the region. Overall, we can see that the number of donors is on the rise. Indeed, the proportion of the world's population who are donors has risen from ...

1.3 The French market

Individual donations

According to the Baromètre de la Générosité **** published by France Générosités, the amount of donations declared by taxed and non-taxed households in France stood at **** million euros. The *% increase in donations by individuals in **** leads us to a total collection of ****.** million euros ...

2 Demand analysis

2.1 The French and collecting donations

The generosity market is special in that demand refers to the individuals and companies who make donations. Donors therefore embody the demand side of the generosity market.

Breakdown of one-off donations by amount France, ****, in euros and as a % of total donations

larger amounts account for an essential share of total ...

2.2 Cyclical determinants of demand

Donors are sensitive to a country's economic situation, and make more or less donations depending on the current situation in the region. Health, economic and geopolitical factors can all have an impact on donations, and consequently on the generosity market. The pandemic, for example, was the source of an unprecedented surge ...

2.3 Cyclical determinants of demand

Every year, we see a significant increase in donations in the last quarter of the year. The graph below illustrates this cyclical phenomenon.

Share of one-off and direct debit donations by quarter France, ****, in France Générosités

looking even more closely, we see that of the **% collected in the ...

2.4 Affective determinants of demand

Like individuals in general, the French each have a different sensitivity to the causes defended by associations. Naturally, they don't all give to the same associations, and the amount of each donation differs according to the beneficiary association and the cause it supports. The graph below illustrates the proportion of donors ...

3 Market structure

3.1 Overview of the non-profit sector and the generosity market

There will be between *.* and *.* million associations in action in ****, of which **,*** were created during the year[***].

Distribution of associations by sector of activity France, **** - ****, as % of total Source: ****

Sports and cultural associations alone account for over a third of French associations. The leisure sector completes the podium. On the ...

3.2 Change in the number of players

Since ****, the number of associations created each year has remained broadly unchanged.

Change in the number of associations created France, **** - ****, in thousands of companies Source: ****

on average, some **,*** companies have been created each year over the past ** years. Between July **** and June ****, half of all associations created were in the ...

4 Offer analysis

4.1 Overview of traditional donation drives

As described in the introduction, there are currently three ways of donating to associations and foundations. These are manual donations, gifts and bequests. Donations are generally collected in the form of manual gifts, and more specifically in the form of cash donations. A particular feature of the donation offer is that ...

4.2 New supply trends: digital fundraising and Generosity Day

With the rise of online donation collection platforms such as HelloAsso and Leetchi, the generosity market is experiencing a real revival. In fact, HelloAsso alone counted ***,*** registered organizations in ****. In the same year, ***.* million euros were raised using the platform's tools, and over *.** million payments were made for associations on the ...

4.3 New supply trends: streaming

In full expansion over the last ten years or so, the streaming referred to in this paragraph refers to the live broadcast of a streamer's content on his or her computer. It has been democratized by platforms such as Twitch, and serves the generosity market, particularly in the context of charity ...

5 Regulations

5.1 Donations and tax relief

Firstly, the organizations concerned, i.e. those eligible to receive donations, must meet the following three conditions:

be non-profit-making have a corporate purpose and disinterested management not operate for the benefit of a restricted circle of individuals.

The following types of donation are eligible for tax relief:

sums of money donated ...

5.2 Association regulations

Associations can all receive manual donations, but only some can receive gifts and bequests. These must be declared to the prefecture. Any association receiving at least €***,*** in donations must have its accounts certified by a statutory auditor and publish its annual financial statements in the JOAFE (***).

Gifts, donations and bequests made ...

6 Positioning the players

6.1 Segmentation

  • Apprentis d'Auteuil
  • Médecins Sans Frontières
  • Les Restos du Coeur
  • Association Française contre les Myopathies
  • Secours populaire
  • Secours Catholique
  • La Croix Rouge française

List of charts presented in this market study

  • Growth in the proportion of the world's population making a monetary donation
  • Ranking of the world's ten most generous nations
  • Total donations declared by taxable and non-taxable households
  • Evolution of corporate philanthropy
  • Share of donors by net monthly household income in 2020
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Latest news

Campus d'Auteuil à Meudon: a new era - 25/08/2023
  • 650: Total number of young people at the Saint-Philippe campus in Meudon.
  • 110.000: Number of middle and high school students leaving the education system without qualifications in 2020, according to the school.
  • 25 billion euros: Annual cost to the French government of dropping out of school
  • 23 million euros: Amount invested in training young people and meeting the growing employment needs of short-staffed sectors
  • 1,600: Number of volunteers facilitating company visits.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Apprentis d'Auteuil
Médecins Sans Frontières
Les Restos du Coeur
Association Française contre les Myopathies
Secours populaire
Secours Catholique
La Croix Rouge française

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