Supervisor: Prof. Maurizio Maccarini Co-supervisor: Prof. Giampaolo AzzoniCo-supervisor: Prof. Filippo Cavazza

Università degli Studi di PaviaDipartimento di Scienze politiche e sociali,

Giurisprudenza, Ingegneria, Economia.Corso di laurea in Comunicazione, Innovazione, Multimedialità

Tesi di laurea diSilvia Castoldi

A.Y. 2013/2014

The challenge of charitable sector

FUNDRAISING TECHNIQUES

REPORTING AND TRANSPARENCY

FINANCIAL SOURCES

DEVELOPMENT

THE STORY

PROMOTION

AVIS: 1927-2014

TREND

THE FOCUS OF MY ANALYSIS

THE FUTURE OF AVIS

STAKEHOLDERS

MAIN FEATURES AND DEFINITION

THE STORY

FUNDRAISING TECHNIQUES

REPORTING AND TRANSPARENCY

FINANCIAL SOURCES

DEVELOPMENT

PROMOTION

AVIS: 1927-2014

TREND

THE FUTURE OF AVIS

STAKEHOLDERS

FEATURES AND DEFINITION

THE STORY

The sense of community, typical of men , developed with the birth of Christianity and its principles of solidarity and brotherhood.

Only at the beginning of modern age these ideals were considered due by States.

Due to current financial crisis and increased public debts the contribution of charitable sectors has became essential.

FUNDRAISING TECHNIQUES

REPORTING AND TRANSPARENCY

FINANCIAL SOURCES

THE STORY

PROMOTION

AVIS: 1927-2014

TREND

THE FUTURE OF AVIS

STAKEHOLDERS

FEATURES AND DEFINITION

DEVELOPMENT

DEVELOPMENT

40 BILLION EURO

TURNOVER

700.000EMPLOYEES

220.000ACTIVE INSTITUTIONS

1 2 3

-30

-20

-10

0

10

20

30

40

50

Legal and economic 2011 percentage variations

legal and economic unit

employees

Enterprises Public institutions

Nonprofit

+8,45 % +4,5%

-21,8% -11,5%

+28%

+39,3%

1. ENTERPRISESVariation in the last 40 years

2. PUBLIC INSTITUTIONS -368.000 employees

3. NONOPROFITThe most dynamic sector

FUNDRAISING TECHNIQUES

REPORTING AND TRANSPARENCY

FINANCIAL SOURCES

THE STORY

PROMOTION

AVIS: 1927-2014

TREND

THE FUTURE OF AVIS

DEVELOPMENT

STAKEHOLDERS

MAIN FEATURES AND DEFINITION

DEFINITIONS AND MAIN FEATURES

Self management

Private legal

sector

Charitable sector

<No profit>

<Non profit>

<Non-profit>

<Nonprofit>

Charitable sector

FUNDRAISINGTECHNIQUES

REPORTING AND TRANSPARENCY

THE STORY

PROMOTION

AVIS: 1927-2014

TREND

THE FUTURE OF AVIS

FEATURES AND DEFINITION

DEVELOPMENT

FINANCIAL SOURCES

STAKEHOLDERS

STAKEHOLDERS

CHARITABLE ORGANIZATION

S

VOLUNTEERSACT 226-91

EMPLOYEESMEMBERS

Community

Union Media

Others charitable

organizations

Suppliers

Local organizations

Businesses

FINANCIAL SOURCES

FUNDRAISING TECHNIQUES

REPORTING AND TRANSPARENCY

THE STORY

PROMOTION

AVIS: 1927-2014

TREND

THE FUTURE OF AVIS

FEATURES AND DEFINITION

DEVELOPMENT

STAKEHOLDERS

PUBLIC

STATE(commons, regions and provinces)

EUROPEAN UNION andISTITUTION

PRIVATE

DONORS

MEMBERSand PRIVATE

FINANCIAL SOURCES

REPORTING AND TRANSPARENCY

FINANCIAL SOURCES

THE STORY

PROMOTION

AVIS: 1927-2014

TREND

THE FUTURE OF AVIS

STAKEHOLDERS

FUNDRAISING TECHNIQUES

Direct marketing

• Direct mailing• Social telemarketing• SMS campaign

On-line fundraising

• E-mail marketing• Websites• Blogs

• Social networks

DEVELOPMENT

FEATURES AND DEFINITION

FUNDRAISING TECHNIQUES

FINANCIAL SOURCES

STAKEHOLDERS

THE STORY

PROMOTION

AVIS: 1927-2014

TREND

FEATURES AND DEFINITION

DEVELOPMENT

FUNDRAISING TECNHNIQUES

THE FUTURE OF AVIS

REPORTING AND TRANSPARENCY

REPORTING AND TRANSPARENCY

REPORTINGCOSTS INCOMES AND REVENUES1) Costs from specific activities

1) Incomes from specific activities

2) Fundraising costs 2) Fundraising incomes3) Costs from accessory activities

3) Incomes from accessory activities

4) Legal and financial costs 4) Legal and financial incomes5) Additional costs 5) Additional incomes6) Others

 

NEGATIVE REPORTING POSITIVE REPORTING

MISSION REPORTINTERVENTION AREAS: sectors, activities and projectsAREAS ANALYSIS: intervention areasBENEFITS ANALISYS: about each single areaMISSION REPORT: targets, results

FINANCIAL SOURCES

STAKEHOLDERS

THE STORY

PROMOTION

AVIS: 1927-2014

TREND

FEATURES AND DEFINITION

DEVELOPMENT

FUNDRAISING TECNHNIQUES

THE FUTURE OF AVIS

REPORTING AND TRANSPARENCY

REPORTING AND TRANSPARENCYRENDICONTO GESTIONALE

COSTI RICAVI E PROVENTI1) Oneri da attività tipiche 1) Proventi da attività tipiche2) Oneri da raccolta fondi 2) Proventi da raccolta fondi3) Oneri da attività accessorie 3) Proventi da attività

accessorie4) Oneri finanziari e patrimoniali

4) Proventi finanziari e patrimoniali

5) Oneri straordinari 5) Proventi straordinari6) Altri oneri

 

RISULTATO NEGATIVO RISULTATO POSITIVO

BILANCIO DI MISSIONEAREE INTERVENTO: indicazione di settori, progetto e attivitàANALISI ATTRIBUITE: aree di interventoANALISI DEI BENEFICI: per ogni area di interventoRELAZIONE DI MISSIONE: obiettivi, risultati

FINANCIAL SOURCES

REPORTING AND TRANSPARENCY

STAKEHOLDERS

THE STORY

PROMOTION

FACEBOOK

TWITTER

FEATURES AND DEFINITION

DEVELOPMENT

FUNDRAISING TECHNIQUES

THE FUTURE OF AVIS

TREND

AVIS: 1927-2014

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

approved1960• Record: 904 bottles in a

day are collected in Milan1970• 270.000 are the blood

donors in Italy in 1146 municipial sections

1990• The Pope receives Avis

donors from all over Italy

2000• The Parliament

declares 2011 charity year

2014• 1.200.000 members• 3227 municipal

sections• 2 million donations a

year

FINANCIAL SOURCES

FUNDRAISINGTECHNIQUES

STAKEHOLDERS

THE STORY

PROMOTION

FEATURES AND DEFINITION

DEVELOPMENT

REPORTING AND TRANSPARENCY

THE FUTURE OF AVIS

AVIS:1927-2014

TREND

REGION DONORS AVIS

PERCENTAGEPENETRATION

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 5,30 %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 %

Percentage of penetration into theterritory (2011)

18-2513%

26-3521%

36-4527%

46-5523%

56-6516%

Age's donator

woman

33%

man67%

Woman-man

FINANCIAL SOURCES

FUNDRAISINGTECHNIQUES

STAKEHOLDERS

THE STORY

PROMOTION

FEATURES AND DEFINITION

DEVELOPMENT

REPORTING AND TRANSPARENCY

THE FUTURE OF AVIS

AVIS:1927-2014

TREND

Ricavi 2010 Ricavi 2011Voci di ricavo Donazioni totali % entrate Donazioni totali % entrate Variazione anniTrafusioni € 4.94 48% € 4.74 44% -4%Proventi Avis € 1.45 14% € 1.08 10% -35%Partite di giro € 1.47 14% € 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 0% 33%ENTRATE VARIE € 0.44 4% € 0.53 5% 20%

Costi 2010 Costi 2011Voci di costo Donazioni totali % costi Donazioni totali % costi Variazione anniQuote associat. € 0.39 5% € 0.26 3% -25%Partite di giro € 1.45 14% € 1.08 10% -35%Partite di giro € 1.40 14% € 2.23 21% 52%Spese personali € 1.66 17% € 1.40 14% -20%Spese donazione € 0.07 1% € 0.06 1% -17%Spese sanitarie € 0.58 6% € 0.64 6% 5%Spese fidelizzazioni

€ 0.44 4% € 0.53 5% 20%

Spese generali € 2.02 21% € 2.02 19% -5%

FINANCIAL SOURCES

FUNDRAISING TECHNIQUES

STAKEHOLDERS

THE STORY

REPORTING AND TRANSPARENCY

AVIS: 1927-2014

FEATURES AND DEFINITION

DEVELOPMENT

THE FUTURE OF AVIS

NEW TRENDS

PROMOTION

POSTERS

FLYERS

EVENTS

WEB

SOLIDARITYSMS

FINANCIAL SOURCES

FUNDRAISING TECHNIQUES

STAKEHOLDERS

THE STORY

REPORTING AND TRANSPARENCY

AVIS: 1927-2014

FEATURES AND DEFINITION

DEVELOPMENT

NEW TRENDS

PROMOTION

THE FUTURE OF AVIS

Future engagement

s

Newcitizen

s

School

CommunicationYouth

Health paths

Respect

Equality

Altruism

Solidality

Democracy

Right healt protection

VALUES

CONCLUSIONS

What we are experiencing now is Justify actions is a fundamental thing to do in order to aquire users confidence

Fundraising techniques have evolved over the years, adapting themselves to the new information and communication scenario

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

To raise awareness among donors, non profits have a new platform to spread their message: to give a new value to the social sector

Thank youfor

Your attention