Content of the study:
The generosity market - France

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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 ...


2.1 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 ...


3.1 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 ...


4.1 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 ...


5.1 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 ...


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Reviews (3)

Reviews (3)

The men's razor market - France

Publicado en 10/01/2022 by Client anonyme - Ce client a souhaité rester anonyme

Interesting study to understand a market in regular decline. Change in human behavior well measured and analyzed. A rare example of a leader who after a strategy of regular price increase is forced to change his strategy and lower his prices. Very innovative analysis of the traffic of the main manufacturers' websites

Businesscoot Response:

Hello Grégoire, Thank you very much for this very positive review! We are delighted to see that you appreciate our studies and we thank you for the trust you have placed in us.

The essential oils market - France

Publicado en 09/01/2022 by Lorraine Ferry

Very complete study which shows in particular that the development of the consumption of essential oils accompanies the wave of the soft medicine and the do it yourself which seduces the consumers in more and more fields

Businesscoot Response:

Hello Lorraine, Thank you very much for this very positive review! We are delighted to see that you appreciate our studies and we thank you for the trust you have placed in us.

The make-up market - France

Publicado en 05/01/2022 by Client anonyme - Ce client a souhaité rester anonyme

Very complete study on production, distribution and consumption. It underlines the importance of e-commerce and organic products in this sector.

Businesscoot Response:

Hello Gregoire, Thank you for your feedback and we are delighted that this study has given you a good overview of the market.

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