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Le marketing de la collecte de legs: de la légitimité à proposer l'immortalité à la gestion relationnelle

Author

Listed:
  • Sophie Rieunier

    (IAE Paris - Sorbonne Business School)

  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

Abstract

Associations de solidarité, établissements d'enseignement supérieurs et institutions culturelles ont de plus en plus de besoins financiers et de moins en moins de subventions publiques. La collecte de fonds devient alors fondamentale pour leur survie. Cet article a pour objectif d'identifier les leviers de la collecte de legs à travers une étude qualitative réalisée auprès de 21 professionnels de la collecte. Les résultats montrent le rôle déterminant de la légitimité à « offrir l'immortalité » et l'importance de la relation nouée entre l'organisation et le testateur potentiel. Enfin, les implications organisationnelles et éthiques de la collecte de legs sont identifiées. Mots-clés : donateurs, don, legs, marketing relationnel, collecte de fonds. Abstract ThE LEgaCy markETing: from ThE LEgiTimaCy of "immorTaLiTy offEr" To ThE rELaTionship managEmEnT Charities, universities and cultural institutions have greater and greater financial need and less and less public funding. fundraising has thus become fundamental to their survival. The purpose of this article is to analyse the marketing of bequests through "face to face" interviews with fundraisers specialized in planned giving. in particular, this research shows the determining roles of legitimacy to "propose immortality" and the importance of the relationship formed between the organisation and the potential donor. finally, the organisational and ethical implications of bequests are identified.

Suggested Citation

  • Sophie Rieunier & Géraldine Michel, 2013. "Le marketing de la collecte de legs: de la légitimité à proposer l'immortalité à la gestion relationnelle," Post-Print hal-02050138, HAL.
    • Handle: RePEc:hal:journl:hal-02050138
    DOI: 10.7193/dm.069.61.75
    Note: View the original document on HAL open archive server: https://hal.science/hal-02050138
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    References listed on IDEAS

    as
    1. Géraldine Michel & Jean-François Vergne, 2000. "Un outil de communication pour la distribution : le magazine de consommateurs," Post-Print halshs-02923689, HAL.
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    3. Matthew Thomson & Deborah J. Macinnis & C. Whan Park, 2005. "Les liens attachants : Mesurer la force de l'attachement émotionnel des consommateurs à la marque," Post-Print hal-02023559, HAL.
    4. repec:dau:papers:123456789/408 is not listed on IDEAS
    5. Bertrand Urien & Denis Guiot, 2007. "Attitude face à la mort et comportement d'ajustement des consommateurs âgés : Vers l'élaboration d'une réponse marketing," Post-Print halshs-00169171, HAL.
    6. Raphaëlle Butori, 2010. "Pour une meilleure utilisation du traitement de faveur: une approche individuelle," Post-Print hal-02055241, HAL.
    7. repec:dau:papers:123456789/7857 is not listed on IDEAS
    8. Aaker, Jennifer L. & Akutsu, Satoshi, 2009. "Why Do People Give? The Role of Identity in Giving," Research Papers 2027, Stanford University, Graduate School of Business.
    Full references (including those not matched with items on IDEAS)

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