Associations must double their inventiveness to continue to attract donors. They are concerned about their financial situation that has difficulty improving over the months.
Care grows within Tricolor associations. “The uncertainties are strong at the beginning of 2025 and the financial situation of associations and foundations is particularly difficult”Alert Philippe Pailliart, President of France Générosités. Last year, the lowest increase in donations for 20 years, 1.9% compared to 2023, according to a barometer produced by Novos for the Union of Associations and Foundations. An increase that does not cover average inflation according to Insee, at 2% in 2024.
“We are worried, with donations via automatic samples that increase – from 37% to 45% in ten years – but punctual donations that stagnate”Regards Damien Cousin, director of generosity development at the CCFD Terre Solidaire. Problem, punctual donations are more based on an older population that disappears while you go. “Donations therefore focus on fewer and fewer donors”explains the representative of the association.
The older donors can be replaced by the next generation, which is struggling for mobilizing. “Those younger than 25 and those older than 60 contribute more than 35-55 year olds that it is more difficult to keep”Underlines the cousin of Damien. Difficult to lower the median age of donors, today at 62. To this is an eventful news that marked 2024, which raises fears for those under the age of 60. France Générosities evokes related concerns “To the particularly unstable economic, political and geopolitical context and the volatility of public financing”.
At the political level, three prime ministers held this position in twelve months – Gabriel Attal, Michel Barnier and François Bayrou – with a financial account for 2025 adopted by a tang. A period of doubts that paralyzes the French economy and makes households fear a risk of recession. “For a cleaning it is complicated to arbitrate between a gas bill and a donation. It is always the gift that suffers”Damien Cousin illustrates.
A slight withdrawal that was already observed in 2025
In detail, the growth of donations from the first half of 2024 (+3.1% compared to the same period in 2023), provides positive perspectives for the rest of the year. “But the strong delay included in the second half, with only 1% growth” Show that the uncertainties played a key role when taking donations. “In the last quarter, no matter how crucial with 41%of the donations in this period, in particular is influenced. The month of November therefore shows a sharp decrease (-3.1%), and December struggles to retain itself (-0.3%), which arouses strong concerns for 2025»France notes Générosités.
“If the year 2024 is still quite stable, however, there is a slight withdrawal of the collection from the beginning of 2025 to the end of May, with a number of donors who decrease”specifies Jérôme Delaunay, director of collection and test relationships at the Salvation Army Foundation. According to him, donors are being asked more and more and “Serve causes that are more important to them”. The small donations, with less than 150 euros, continued to fall in 2024 (-3.6%) and for the first time under 40% of the total collection, compared to 69% in 2005. The largest gifts, more than 10,000 euros, stagnate, at -0.3%, between 2024 and 2023.
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“Boost automatic samples”
To continue to exist, associations must now innovate. “In the past three years, a clear delay in the consumer collection and in particular traditional levers (paper/telephone) have marked that still represent 53% of our resources at 63% in 2022 today” Today in 2022 “describes the little brothers of the poor. Digital collection is essential to increase awareness between new generations. In 2024 it increased by 8.4% compared to 2023 and 33% of the punctual donations represented. “Due to the reaction capacity that allows it, digitally mobilized in emergency situations. For example, 72% of the donations to support the residents of Mayotte who were hit by the Cyclonechido by the Cyclone -Chido at the end of last year, was made through the web”Note France Générosités.
With every association, his strategy. “This year we are developing new channels whose street collection reinforces automatic deductions of energy, especially from young people”Notes Jérôme Delaunay, from the Salvation Army. France Générosités is also going “Try to arouse for companies, by donating days off and RTT”. The small brothers go off the poor “Develop partnerships with companies and public subsidies”. The two associations will also try to multiply the donations of legacies and life insurance that represent “Additional sources”. “But since it spans for a few years, we have to fill with requests and the implementation of events”Jérôme Delauney adds. But for Damien Cousin, from the CCFD Terre Solidaire, you must be careful not to drown donors “In information obesity”with the risk of focusing the actions of associations.
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