It appears that donors can be divided into three categories: frequent donors (a few % of the total population), who give almost systematically; occasional donors (30 to 40%) who give from time to time, depending on the context; and finally, non-donors (55 to 65%) who do not give, regardless of the context. There are several factors that can predict altruistic behavior, including biological, psychological, and socio-demographic factors. Research reinforces the idea that targeting is the most important part of a charitable marketing campaign. The context of the request, including the type of advertising, the arguments, and other external factors, only impacts potential donors, who are a minority. The thesis identifies two avenues for future research: a potential extension of self-determination theory to include altruistic behaviors, and the study of the tipping point where a non-donor becomes a donor for the first time.