The Heritage Foundation recruits Guillaume Gallienne to encourage donations

To something bad is good? By launching a major communication and display campaign – the first of its kind for it – the Heritage Foundation wants to take advantage of the momentum given by Notre-Dame de Paris to awaken generosity. « The international emotion caused by the fire is a special case. But on the eve of the reopening of the cathedral and the Christmas holidays, a campaign can help raise wider awareness of the need to give », says Guillaume Poitrinal, president of the foundation. The latter repeats that the State cannot and will not be able to do everything, as the needs are infinite. And the French are so demanding that we help them restore their monuments.

Produced with the advertising agency Altmann+Partners, the message of this campaign will first be carried on radio and television, by the former member of the Comédie-Française, Guillaume Gallienne who lends his voice free of charge. Until the end of the year, in public transport, the press and on social networks, it will take the form of offbeat visuals, featuring monuments – which we guess are a lighthouse, a mill, a castle and a deck- wrapped in gift paper. Above the “gift”, the slogan “let’s give a future to our past” flaps like a standard. “ For years, we have shown ruins to inspire the public to donate and mobilize. We must now infer that restorations are also being carried out for future generations. », explains Guillaume Poitrinal.

21 million in 2023

Some 3,000 subscriptions are currently open and managed by the foundation’s 1,000 volunteers. Some, when carried out at the local level, work, others have more difficulty attracting attention. Founded 25 years ago to take care of small unprotected heritage, village churches in the lead, the foundation today tries to propose flagship projects – such as the restoration of the Oradour-sur-Glane site – at the same time than more confidential projects. It has opened up to causes likely to attract younger people, including the restoration of ships, forests or natural spaces.

In 2023, its donation collections from the general public (62,000 donors) reached 21.1 million euros, a figure which would have increased by 20 to 25% this year. 2,300 corporate sponsors added their cost. The large successful collection for the benefit of Notre-Dame (218 million euros) gave it wings. Despite the fierce competition between foundations, she wants to go further, and hopes to succeed in encouraging the public to make bequests.