Les banques veulent accompagner le boom de la philanthropie
source : www.Bilan.ch 10 octobre 2007
La philanthropie, c’est comme une drogue. Plus j’en fais, plus j’en veux. Parole de l’un de ces bienfaiteurs qui figure parmi les 34 grands donateurs interroges par le bureau d’etudes Scorpio Partnership pour le compte de societes de conseil specialisees dans l’entraide (lire encadre). En moyenne, les sondes consacrent 5% de leur fortune personnelle a des ?uvres d’entraide. Et la tendance est a la hausse. Exemple avec les 30 Britanniques les plus riches. En 2006, ils ont fait 3,2 milliards de francs de dons, soit trois fois plus que l’annee precedente.
Ces quatre dernieres annees, il y a eu une creation importante de richesse dans le monde. Ceux qui en ont beneficie sont pris d’une envie naturelle d’en redistribuer une partie, observe Pierre-Alain Wavre, responsable du family office chez Pictet. Un service qui gere la fortune des familles qui disposent de plus de 100 millions de francs. Chez neuf de ses clients sur dix, il rencontre le desir d’integrer un volet charitable a l’organisation du patrimoi- ne.
Nous voyons ainsi arriver une nouvelle generation de personnes entre 40 et 50 ans, a la demarche entrepreneuriale, souligne Pierre-Alain Wavre. Ils veulent s’impliquer dans des projets et trouvent dans l’entraide une activite plus passionnante que le golf.
Ce mouvement de phil-anthropie n’en serait qu’a ses debuts. Selon les donnees demographiques, le plus grand transfert intergenerationnel de richesses de l’histoire se deroulera sur ces cinquante prochaines annees, avec la disparition des personnes nees dans l’immediat apres-guer- re. Pres de 120?000 milliards de francs vont changer de mains d’ici a 2050, d’apres une etude de Cap-gemini et Merrill Lynch. Une part reviendra aux heritiers, les Etats en preleveront une tranche sous forme d’impots et le reste sera pour les organisations caritatives.
Le donateur actuel refuse la passivite et veut pouvoir mesurer l’impact de son engagement sur le terrain. L’etude de Scorpio demontre qu’il attend une communication claire des resultats de la part des organisations beneficiaires. Les citoyens sont aussi de plus en plus nombreux a faire le deplacement sur le lieu du projet qu’ils soutiennent. Ils souhaitent voir de leurs propres yeux ce qui a ete realise, verifier que l’argent n’a pas ete englouti dans les frais de fonctionnement de l’organisme d’entraide ou la corruption.
De l’assistanat a partenaire
Cette tendance s’est dessinee de maniere tres nette apres le tsunami qui a ravage la Thailande en 2004. Des sommes considerables ont ete levees en un minimum de temps. Mais par la suite, les beneficiaires ont rendu des comptes sur l’utilisation des fonds.
Et le philanthrope moderne considere que son role n’est pas seulement de donner, mais aussi d’investir dans les economies en developpement. Une facon de ne pas seulement assister les necessiteux, mais d’en devenir partenaire. Cela a notamment ete la reflexion de Pierre Omidyar, qui a cree eBay en 1995. Trois ans plus tard, l’entree en bourse de son site le rend milliardaire. Il se tourne alors avec son epouse Pam vers des activites d’entraide.
Leurs actions se concentrent d’abord sur des donations. Mais rapidement, ils ajoutent a cet aspect des engagements dans la microfinance et le soutien d’entreprises locales. Cette demarche debouche sur la creation d’emplois et renforce l’economie sur le long terme.
Le citoyen lambda se montre de plus en plus desireux de donner un sens a ses placements, constate Thierry Buchs, au Secretariat d’Etat a l’economie (SECO). La section Developpement du secteur prive a deja accumule une douzaine d’annees d’experience en microfinance et financement de PME dans les zones emergentes. Des etablissements bancaires traditionnels, comme Credit Suisse Group, sollicitent maintenant ce savoir-faire pour mettre sur pied des vehicules permettant d’investir dans des pays en developpement.
D’excellentes affaires a saisir
Les clients apprecient de voir que leur argent permet de realiser de bonnes choses, souligne Biplab Das, responsable des produits pour la clientele privee au Credit Suisse. En 2003, la deuxieme banque de Suisse s’est associee a d’autres societes pour fonder la societe responsAbility Social Investment Services. Les investissements portent essentiellement sur la microfinance et des domaines connexes, tels que le commerce equitable ou le financement de PME.
Cet interet toujours plus vif s’explique par deux phenomenes convergents. D’abord, pour l’investisseur, il est gratifiant de participer au decollage d’une region. Et surtout, il y a des affaires a faire. Bien sur, il y a des bons et des mauvais fonds. Le risque existe. Mais en cas de reussite, le retour sur investissement peut grimper jusqu’a 20%, voire 30%, note Claude Barras, a la SIFEM, la societe qui gere le portefeuille du SECO.
L’interet pour la phil- anthropie connait une veritable explosion. Ce n’est pas seulement le cas dans les pays occidentaux, mais aussi en Amerique latine ou en Asie. Maximilien Martin dirige la section UBS Philanthropy Services. Creee en 2005, elle s’adres-se a des clients qui veulent dedier au moins 10 millions de francs a des activites d’entraide.
Nul besoin d’etre milliardaire
Leader mondial de la gestion de fortune privee, UBS a concu un service de conseils strategiques aux donateurs, souvent des familles, sur la meilleure facon d’utiliser les fonds. L’analyse integre une vision d’ensemble de la gestion du patrimoine, souvent sur plu-sieurs generations. UBS Philanthropy Services permet aussi la creation de fondations cles en main pour les activites d’entraide des clients.
Parallelement, cette charite nouvelle formule n’est pas reservee a une elite. Surfant sur cette vague d’engouement, les banques cantonales lancent par l’intermediaire de leur filiale specialisee Swisscanto un fonds de placement en collaboration avec la Croix-Rouge, le Swisscanto Swiss Red Cross Charity Fund. L’investisseur et la societe de fonds renoncent a 50% de leurs revenus qui sont credites a la Croix-Rouge suisse. Le fonds exclut les societes actives dans le tabac, l’alcool ou l’armement.
Des fonds tres rentables
C’est Max Cotting qui a fait le lien. Il dirige la societe de gestion de fortune d’Aquila Investment et il siege au conseil d’administration de la Croix-Rouge. L’organisation cherchait une maniere de faciliter les dons, tandis que de notre cote, nous voulions trouver une opportunite d’apporter un tribut a la communaute, relate Roman Kappeler, porte-parole de Swisscanto.
La creation de fonds philanthropiques decoule du succes des fonds ethiques. Ces derniers reunissent au sein du groupe Raiffeisen quelque 10% des 8,5 milliards de francs sous gestion. Mieux: ils s’averent tres rentables. Chez Swisscanto, ils surperforment frequemment le marche avec des rendements oscillant entre 10 et 15%. Roman Kappeler commente: Nous nous apercevons que les entreprises qui tiennent compte du developpement durable sont plus efficaces et maitrisent mieux leurs couts. B
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