The generosity market - France

The generosity market encompasses all donations, whether financial, in kind or in time, made to non-profit organizations, associations and foundations. It is based on individual and collective commitments, through philanthropy, sponsorship and volunteer initiatives. This market is driven by a variety of players, from citizens to businesses, public institutions and participatory financing platforms. Its impact is measured not only in terms of funds raised, but also in terms of the actions implemented to support social, environmental, cultural or humanitarian causes. Globally, generosity remains a widespread practice. In 2023, according to the World Giving Index, 4.3 billion people showed their generosity by giving money, volunteering their time or helping someone they didn't know. For the seventh year running, Indonesia ranks as the world's most generous country. This trend reflects a growing awareness of solidarity and civic commitment, facilitated by the development of new forms of mobilization and fundraising. In France, the generosity market is following a positive dynamic. More and more companies are becoming sponsors, contributing to the financing of public-interest projects. On the individual side, donations have risen significantly: in the space of a decade, the amount of donations declared by both taxed and non-taxed households has increased by over 26%. Today, 80% of French people claim to have already made a donation to an association or foundation. However, this generosity remains highly seasonal: in 2023, the last quarter accounted for 41% of donations in current euros, with December accounting for more than half of the quarter's total. What's more, 66% of French people believe they are asked to make donations, illustrating the growing pressure exerted by fund-raising campaigns. Donation methods are also changing. More and more French people are opting for direct debit, which accounted for 45% of total collections in 2023, compared with just 16% in 2004. This trend is an opportunity for associations, as it gives them financial stability and greater predictability of resources. The rise of micro-donations, street collections, televised charity events and participatory streaming are also helping to diversify funding sources and reach new audiences. France's associative fabric is dense and dynamic, with between 1.4 and 1.5 million associations in action in 2024. Between July 2023 and June 2024, half of all new associations created were involved in entertainment activities, particularly in the fields of culture, sport (including hunting and fishing) and leisure. This vitality illustratesthe diversity of citizens' commitments and the central role played by associations in social cohesion and the development of collective projects. The generosity market thus continues to structure and evolve, driven by the commitment of citizens, companies and associations.