Abstract EN:

With the actual trend of liberalization and refusal of governemental interference, which is reflected inter alia, with the decline of social imposition, there is a decline in public financing commitment to associations. However, the associative sector is still very much upon public resources and is consequently weakened in spite of the fact that most of the time such associations have tendency to mark their independence from political powers. Confronted with this ankward situa tion - having to choose between the state or the market- with the actual slow up of their incomes from the public sector, these associations have to call more and more upon the public. Faced with these various restrictions, changing mentalities and economic crisis, associations, fondations, have in the last few years initiated a systematic search for private finds among the public at large and have approached enterprises to this end. These non governmental organizations humanitarian or research objectives. Have been able to drain and to canalize a form of financing based upon tax exemption : cash donation. As a new societal phenomenon and donation to charitable organizations through the most modern techniques of marketing is becomming a challenge for competitors, a battle already known as the "charity battle". The massive appearence of a new and important participant in the associative life: the donor, seems to announce or accompany a larger phenomenon of our conteporary society: the decreasyng demand on the public sector, the increasing voluntary participation of individuals.