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Supervisor: Prof. Maurizio Maccarini Co-supervisor: Prof. Giampaolo Azzoni

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

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Supervisor: Prof. Maurizio Maccarini Co-supervisor: Prof. Giampaolo Azzoni

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  1. 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

  2. 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

  3. THE STORY THE STORY The senseof community, typicalofmen , developedwith the birth ofChristianity and itsprinciplesofsolidarity and brotherhood. DEVELOPMENT FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECHNIQUES Only at the beginningofmodernagetheseidealswereconsidered due byStates. REPORTING AND TRANSPARENCY AVIS: 1927-2014 TREND Due tocurrentfinancialcrisis and increased public debts the contributionofcharitablesectorshasbecameessential. PROMOTION THE FUTURE OF AVIS

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

  5. DEFINITIONS AND MAIN FEATURES THE STORY DEVELOPMENT MAIN FEATURES AND DEFINITION <No profit> <Non profit> <Non-profit> <Nonprofit> STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECHNIQUES REPORTING AND TRANSPARENCY AVIS: 1927-2014 TREND PROMOTION Charitablesector THE FUTURE OF AVIS

  6. STAKEHOLDERS THE STORY DEVELOPMENT Local organizations Others charitableorganizations FEATURES AND DEFINITION STAKEHOLDERS Community FINANCIAL SOURCES Businesses FUNDRAISING TECHNIQUES REPORTING AND TRANSPARENCY Media Union AVIS: 1927-2014 TREND Suppliers PROMOTION THE FUTURE OF AVIS

  7. FINANCIAL SOURCES THE STORY DEVELOPMENT FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECHNIQUES REPORTING AND TRANSPARENCY AVIS: 1927-2014 TREND PROMOTION THE FUTURE OF AVIS

  8. 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

  9. REPORTING AND TRANSPARENCY THE STORY DEVELOPMENT FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECNHNIQUES REPORTING AND TRANSPARENCY AVIS: 1927-2014 TREND PROMOTION THE FUTURE OF AVIS

  10. REPORTING AND TRANSPARENCY THE STORY DEVELOPMENT FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECNHNIQUES REPORTING AND TRANSPARENCY AVIS: 1927-2014 TREND PROMOTION THE FUTURE OF AVIS

  11. THE STORY DEVELOPMENT • 1930 • The first groupsofblooddonorswerecreated. • The legal status isapproved • 1960 • Record: 904 bottles in a day are collected in Milan • 1970 • 270.000 are the blooddonorsin Italy in 1146 municipialsections • 1927 • Avis wasborn in Milan thankstodoctorFormenton, embitteredbypatientsdeathssincetheycouldnotafford the costof a bloodtransfusion. He made an appeal and 17 personsresponded to it 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 municipalsections • 2 milliondonations a year TWITTER TREND • 2000 • The Parliamentdeclares 2011 charity year PROMOTION THE FUTURE OF AVIS

  12. THE STORY DEVELOPMENT Percentage of penetrationinto the territory (2011) FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECHNIQUES REPORTING AND TRANSPARENCY AVIS:1927-2014 TREND PROMOTION THE FUTURE OF AVIS

  13. THE STORY DEVELOPMENT FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECHNIQUES REPORTING AND TRANSPARENCY AVIS:1927-2014 TREND PROMOTION THE FUTURE OF AVIS

  14. THE STORY DEVELOPMENT POSTERS 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

  15. THE STORY DEVELOPMENT VALUES FEATURES AND DEFINITION STAKEHOLDERS FINANCIAL SOURCES FUNDRAISING TECHNIQUES REPORTING AND TRANSPARENCY AVIS: 1927-2014 NEW TRENDS PROMOTION THE FUTURE OF AVIS

  16. CONCLUSIONS Avis hasbeenable to use the right communicationstechniquesand ithasbecomeone 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 Justifyactionsis a fundamentalthing to do in order to aquireusersconfidence

  17. Thankyou for Your attention

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