The purpose of this dissertation is to assess the relevance of alternative forms of donation in order for charities to increase, or at least to secure, their share of donation. This has been achieved through a broad literature review in which the researcher had addressed concepts linked to the study such as the giving behaviour of the individual and the portrayal of the charitable sector background. Such an investigation enabled the researcher to get a good understanding of the studied issue and also enabled him to identify the objectives and hypotheses related to this dissertation. The second stage of the study is dedicated to primary research including qualitative and quantitative research. Qualitative research was conducted through the interview of a marketing manager of a French charity. This interview gave the researcher clues on the current climate in the charitable sector as well as the current marketing practices in this sector. To complete the primary research, the researcher conducted a questionnaire survey among a defined population. The data and their analysis provided the researcher with useful findings. The first major finding is the fact that the general public tends to be more likely to support a charitable organisation through the purchase of a charitable product rather than through a traditional monetary donation. Results also showed that the age of the donor does, in some cases, influence the type of cause he/she is prone to support. Regardless the age of the donor, it also appears that individuals tend to support a cause that is personally relevant to them. All these findings are explained in the dissertation. This dissertation contributed to the researched topic as it pointed out a link between the age of the donor and his supporting behaviour as well as a behavioural shift from traditional monetary donation to the support through the purchase of a charitable product.