Europe is going through an unprecedented inflationary crisis causing the purchasing power of the French to fall drastically. In this context, donating to charities is not the priority for many French people. The brief from Entourage was simple: find a creative and impertinent idea to encourage the French to donate in this difficult context. With the aim of collecting a maximum of donations over the Christmas period.

It has always been the case in France that when you donate to a charity, you benefit from a tax discount of 66%. So if you donate €100 to a charity, you benefit from a tax discount of 66%, or €66 by bank transfer.

The idea: to use this legislation to encourage the French to donate to the Entourage charity but by going further.

How? By reinventing giving! Entourage presents: the double gift.

For Christmas, we launched the double gift. The concept: to encourage donors to give the tax discount they received by giving, to a loved one. Giving a double gift: a real gesture of selfless generosity that made it possible to give two gifts in one during this period of record inflation.

The relative receiving the benefit of the tax discount received an Entourage Christmas card, which explained the process with a Christmas song and impertinent lyrics.

For this operation we naturally targeted taxpayers who could benefit from this operation. A communication campaign on social media and on various web platforms allowed us to target as many people as possible, to publicise the operation.

For this activation, we set up a platform allowing people to make this double gift online. In particular, the platform made it possible to immediately visualise the amount of the discount that could be given. But also to select the music card of their choice for the loved one who was going to receive this gift under their tree.

Entourage recorded 45% more donations compared to the previous year, which is not negligible in the context mentioned.

There were no fewer than 120 millions media impressions.

Several other French charities, having heard about the Entourage charity campaign, wish to follow this example for their next donation appeals. A new way of understanding donation seems to have been born with this project.