The challenge of charitable sector Università degli Studi di Pavia Dipartimento di Scienze politiche e sociali, Giurisprudenza, Ingegneria, Economia. Corso di laurea in Comunicazione, Innovazione, Multimedialità The challenge of charitable sector Supervisor: Prof. Maurizio Maccarini Co-supervisor: Prof. Giampaolo Azzoni Co-supervisor: Prof. Filippo Cavazza Tesi di laurea di Silvia Castoldi A.Y. 2013/2014

THE FOCUS OF MY ANALYSIS THE STORY DEVELOPMENT MAIN FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECHNIQUES REPORTING AND TRANSPARENCY AVIS: 1927-2014 TREND PROMOTION THE FUTURE OF AVIS

THE STORY THE STORY The sense of community, typical of men , developed with the birth of Christianity and its principles of solidarity and brotherhood. DEVELOPMENT FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES Only at the beginning of modern age these ideals were considered due by States. FUNDRAISING TECHNIQUES REPORTING AND TRANSPARENCY AVIS: 1927-2014 TREND Due to current financial crisis and increased public debts the contribution of charitable sectors has became essential. PROMOTION THE FUTURE OF AVIS

DEVELOPMENT 40 BILLION EURO 700.000 220.000 1. ENTERPRISES THE STORY DEVELOPMENT 1. ENTERPRISES Variation in the last 40 years 2. PUBLIC INSTITUTIONS -368.000 employees 3. NONOPROFIT The most dynamic sector FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECHNIQUES REPORTING AND TRANSPARENCY AVIS: 1927-2014 40 BILLION EURO TURNOVER 700.000 EMPLOYEES 220.000 ACTIVE INSTITUTIONS TREND PROMOTION THE FUTURE OF AVIS

DEFINITIONS AND MAIN FEATURES THE STORY DEVELOPMENT Self management Private legal sector Charitable sector <No profit> <Non profit> <Non-profit> <Nonprofit> MAIN FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECHNIQUES REPORTING AND TRANSPARENCY AVIS: 1927-2014 TREND PROMOTION Charitable sector THE FUTURE OF AVIS

FEATURES AND DEFINITION REPORTING AND TRANSPARENCY STAKEHOLDERS THE STORY DEVELOPMENT CHARITABLE ORGANIZATIONS VOLUNTEERS ACT 226-91 EMPLOYEES MEMBERS Local organizations Others charitable organizations FEATURES AND DEFINITION STAKEHOLDERS Community Businesses FINANCIAL SOURCES FUNDRAISING TECHNIQUES REPORTING AND TRANSPARENCY Union Media AVIS: 1927-2014 TREND Suppliers PROMOTION THE FUTURE OF AVIS

PUBLIC PRIVATE FINANCIAL SOURCES STATE DONORS EUROPEAN UNION and THE STORY DEVELOPMENT PUBLIC STATE (commons, regions and provinces) EUROPEAN UNION and ISTITUTION PRIVATE DONORS MEMBERS and PRIVATE FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECHNIQUES REPORTING AND TRANSPARENCY AVIS: 1927-2014 TREND PROMOTION THE FUTURE OF AVIS

FUNDRAISING TECHNIQUES THE STORY Direct marketing Direct mailing Social telemarketing SMS campaign On-line fundraising E-mail marketing Websites Blogs Social networks DEVELOPMENT FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECHNIQUES REPORTING AND TRANSPARENCY AVIS: 1927-2014 TREND PROMOTION THE FUTURE OF AVIS

REPORTING AND TRANSPARENCY THE STORY REPORTING COSTS INCOMES AND REVENUES 1) Costs from specific activities 1) Incomes from specific activities 2) Fundraising costs 2) Fundraising incomes 3) Costs from accessory activities 3) Incomes from accessory activities 4) Legal and financial costs 4) Legal and financial incomes 5) Additional costs 5) Additional incomes 6) Others   NEGATIVE REPORTING POSITIVE REPORTING DEVELOPMENT FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECNHNIQUES REPORTING AND TRANSPARENCY AVIS: 1927-2014 MISSION REPORT INTERVENTION AREAS: sectors, activities and projects AREAS ANALYSIS: intervention areas BENEFITS ANALISYS: about each single area MISSION REPORT: targets, results TREND PROMOTION THE FUTURE OF AVIS

REPORTING AND TRANSPARENCY THE STORY RENDICONTO GESTIONALE COSTI RICAVI E PROVENTI 1) Oneri da attività tipiche 1) Proventi da attività tipiche 2) Oneri da raccolta fondi 2) Proventi da raccolta fondi 3) Oneri da attività accessorie 3) Proventi da attività accessorie 4) Oneri finanziari e patrimoniali 4) Proventi finanziari e patrimoniali 5) Oneri straordinari 5) Proventi straordinari 6) Altri oneri   RISULTATO NEGATIVO RISULTATO POSITIVO DEVELOPMENT FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECNHNIQUES REPORTING AND TRANSPARENCY AVIS: 1927-2014 BILANCIO DI MISSIONE AREE INTERVENTO: indicazione di settori, progetto e attività ANALISI ATTRIBUITE: aree di intervento ANALISI DEI BENEFICI: per ogni area di intervento RELAZIONE DI MISSIONE: obiettivi, risultati TREND PROMOTION THE FUTURE OF AVIS

FEATURES AND DEFINITION REPORTING AND TRANSPARENCY THE STORY DEVELOPMENT 1927 Avis was born in Milan thanks to doctor Formenton, embittered by patients deaths since they could not afford the cost of a blood transfusion. He made an appeal and 17 persons responded to it 1930 The first groups of blood donors were created. The legal status is approved 1960 Record: 904 bottles in a day are collected in Milan 1970 270.000 are the blood donors in Italy in 1146 municipial sections FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECHNIQUES 1990 The Pope receives Avis donors from all over Italy REPORTING AND TRANSPARENCY AVIS: 1927-2014 FACEBOOK 2014 1.200.000 members 3227 municipal sections 2 million donations a year TWITTER TREND 2000 The Parliament declares 2011 charity year PROMOTION THE FUTURE OF AVIS

FEATURES AND DEFINITION REPORTING AND TRANSPARENCY THE STORY DEVELOPMENT Percentage of penetration into the territory (2011) FEATURES AND DEFINITION REGION DONORS AVIS PERCENTAGE PENETRATION Basilicata 21.682 5,84 % Umbria 29.839 5,44 % Emilia Romagna 147.743 5,43 % Trentino Alto Adige 34.433 5,30 % Marche 50.882 Valle d’Aosta 3.944 4,92 % Piemonte 115.024 4,23 % Lombardia 251.656 4,08 % Molise 8.100 4,07 % Veneto 124.692 4,03 % Toscana 75.645 3,31 % Calabria 33.879 2,68 % Sardegna 28.586 2,64 % Sicilia 70.215 2,19 % Abruzzo 17.842 2,14 % Puglia 56.017 2,11 % Liguria 19.638 2,08 % Lazio 63.057 1,78 % Campagna 57.625 1,54 % Friuli Venezia Giulia 9.173 1,21 % STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECHNIQUES REPORTING AND TRANSPARENCY AVIS:1927-2014 TREND PROMOTION THE FUTURE OF AVIS

FEATURES AND DEFINITION REPORTING AND TRANSPARENCY THE STORY DEVELOPMENT Ricavi 2010 Ricavi 2011 Voci di ricavo Donazioni totali % entrate Variazione anni Trafusioni € 4.94 48% € 4.74 44% -4% Proventi Avis € 1.45 14% € 1.08 10% -35% Partite di giro € 1.47 € 2.23 21% 52% Fonti pubbliche € 0.47 5% € 0.70 7% 49% Fonti private € 1.55 15% € 1.35 13% -13% Rimborso spese € 0.03 0% € 0.04 33% ENTRATE VARIE € 0.44 4% € 0.53 20% FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECHNIQUES Costi 2010 Costi 2011 Voci di costo Donazioni totali % costi Variazione anni Quote associat. € 0.39 5% € 0.26 3% -25% Partite di giro € 1.45 14% € 1.08 10% -35% Partite di giro € 1.40 € 2.23 21% 52% Spese personali € 1.66 17% -20% Spese donazione € 0.07 1% € 0.06 -17% Spese sanitarie € 0.58 6% € 0.64 Spese fidelizzazioni € 0.44 4% € 0.53 20% Spese generali € 2.02 19% -5% REPORTING AND TRANSPARENCY AVIS:1927-2014 TREND PROMOTION THE FUTURE OF AVIS

POSTERS EVENTS FLYERS SOLIDARITY SMS W E B THE STORY DEVELOPMENT FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES EVENTS FUNDRAISING TECHNIQUES FLYERS REPORTING AND TRANSPARENCY AVIS: 1927-2014 SOLIDARITY SMS NEW TRENDS PROMOTION W E B THE FUTURE OF AVIS

FEATURES AND DEFINITION THE STORY DEVELOPMENT VALUES Future engagements New citizens School Commu nication Youth Health paths FEATURES AND DEFINITION STAKEHOLDERS Respect Equality Altruism Solidality Democracy Right healt protection FINANCIAL SOURCES FUNDRAISING TECHNIQUES REPORTING AND TRANSPARENCY AVIS: 1927-2014 NEW TRENDS PROMOTION THE FUTURE OF AVIS

CONCLUSIONS Avis has been able to use the right communications techniques and it has become one of the largest and best known non profit institution in the world Fundraising techniques have evolved over the years, adapting themselves to the new information and communication scenario To raise awareness among donors, non profits have a new platform to spread their message: to give a new value to the social sector What we are experiencing now is Justify actions is a fundamental thing to do in order to aquire users confidence

Thank you for Your attention