The Asmae case enables the learner to understand the role and importance of a charismatic founder of a charitable organisation and the difficulties the latter often faces upon the death of its founder. The case tackles this issue from the specific angle of fundraising and communication and highlights, on the one hand, what binds these two aspects together and on the other, the general strategy of a charitable association relying upon public generosity. Through the example of the association Asmae which perpetuates the action of the extremely mediatised Sister Emmanuelle, the case illustrates the risk of strong dependence on a founder and the necessity to anticipate the death of the latter in order to ensure the sustainability of the association.