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

Author

Listed:
  • Géraldine Michel

    (GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - IAE Paris - Sorbonne Business School)

  • Sophie Rieunier

    (GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - 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 au travers d'une étude qualitative réalisée auprès de 21 professionnels de la collecte. Les résultats montrent le rôle déterminant de la légitimité à « offrir de 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.

Suggested Citation

  • Géraldine Michel & Sophie Rieunier, 2013. "Le marketing de la collecte de legs: de la légitimité à proposer l'immortalité à la gestion relationnelle," Post-Print halshs-01897011, HAL.
    • Handle: RePEc:hal:journl:halshs-01897011
    DOI: 10.7193/dm.069.61.75
    as

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