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While average annual donation values fell slightly among the French last year, almost two thirds made as many donations as in the previous year, with local causes increasingly favoured over others, a recent study has found.
The annual National and Regional Observatory of Generosities study, carried out by Odoxa for Leetchi and France Bleu, is now in its fourth year. Surveying just over 3,000 people aged 18 and over, it covers donation volumes, favourite causes, in-kind donations and volunteering, and motivations for giving.
Alix Poulet, CEO of Leetchi commented:
“The study highlights the desire of the French to give an impact to their donations. Preference is given to local donations and to local causes which offer greater transparency and monitoring of the actions carried out. The main motivation for giving is the need to act. A need that particularly guides a committed young generation, which last year proved to be the most generous.”
Average annual donations fall – but less than in previous years
According to the study’s findings, over the past 12 months the French have given an average of €207 to associations, foundations, projects or directly to people in difficulty, down €6 compared to 2020. However, this is a smaller decrease than seen in previous years (-€12 in 2020, and -€21 in 2019).
28% of those surveyed reduced their giving across 2021, with 79% of this group saying they couldn’t afford as much as before. However, 62% of the total surveyed said they made as many donations as in the previous year, and 9% made more.
Other reasons for giving less included having doubts about how donations would be used (mentioned by 58% of those whose donations dropped), and being too busy (54%). 29% also said that the tax benefit of giving was less obvious to them and 25% that fewer causes affected them.
Regionally, people gave the most in Île-de-France in 2021 at €265 across the year, although this fell €56 year on year, approaching that of other regions. Normandy came second at €228 – a rise of €71 compared to 2020, then the PACA region at €222 (€51 more), Pays de la Loire (€218, and a rise of €29) and Auvergne Rhône-Alpes (€206 €, and €28 more).
The majority of donations made during 2021 were small gifts of less than €50, and local causes are becoming increasingly popular.
Local causes favoured by over a third
In fact, 43% of those surveyed said they favoured local causes over national (41%) and international (14%) causes, with many saying that in the future they will tend to favour supporting people in difficulty locally, and local organisations.
Overall, medical research and the fight against disease remain the most popular cause, cited by 38% of respondents, although this has fallen 2 points since 2020. This is followed by child protection, and animal welfare.
68% of those surveyed also said they give in additional ways. 51% of this group gave donations in kind last year, such as clothing, and food, while 33% volunteered time. This is particularly popular among under 35s and students, and in certain regions such as Brittany.
When making a donation, 38% say they are guided by the need to act. Habit follows at 24%, and then emotion (21%), with 14% giving in response to a request. Motivation varies according to age however: while 46% of 25-34 year olds are above all motivated by seeing a need to act, retirees give more often out of habit (37%).
Photo by Jackmac34 on Pixabay
