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
A.Y. 2013/2014
Tesi di laurea di
Silvia Castoldi
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
Due to current financial crisis
and increased public debts the
contribution of charitable
sectors has became essential.
TREND
PROMOTION
THE FUTURE OF
AVIS
DEVELOPMENT
Legal and economic 2011 percentage
variations
50
+39,3%
40
legal and
economic
unit
+28%
30
20
10
+8,45 % +4,5%
employees
-21,8% -11,5%
0
1
2
-20
Enterprises
DEVELOPMENT
1. ENTERPRISES
Variation in the
last 40 years
2. PUBLIC
INSTITUTIONS
-368.000
employees
3
-10
Nonprofit
Public institutions
-30
THE STORY
3. NONOPROFIT
The most
dynamic sector
FEATURES AND
DEFINITION
STAKEHOLDERS
FINANCIAL
SOURCES
FUNDRAISING
TECHNIQUES
REPORTING AND
TRANSPARENCY
AVIS: 1927-2014
40 BILLION
EURO
TURNOVER
TREND
700.000
EMPLOYEES
220.000
ACTIVE
INSTITUTIONS
PROMOTION
THE FUTURE OF
AVIS
DEFINITIONS AND MAIN
FEATURES
THE STORY
DEVELOPMENT
<No profit>
Self
management
MAIN FEATURES AND
DEFINITION
STAKEHOLDERS
<Non profit>
Private
legal
sector
<Non-profit>
FINANCIAL
SOURCES
FUNDRAISING
TECHNIQUES
REPORTING AND
TRANSPARENCY
Charitable
sector
<Nonprofit>
AVIS: 1927-2014
TREND
Charitable
sector
PROMOTION
THE FUTURE OF
AVIS
STAKEHOLDERS
THE STORY
DEVELOPMENT
Local
organizations
Others
charitable
organizations
VOLUNTEERS
ACT 226-91
STAKEHOLDERS
Community
Businesses
CHARITABLE
ORGANIZATIONS
FINANCIAL
SOURCES
FUNDRAISING
TECHNIQUES
REPORTING AND
TRANSPARENCY
Media
Union
FEATURES AND
DEFINITION
AVIS: 1927-2014
TREND
MEMBERS
Suppliers
EMPLOYEES
PROMOTION
THE FUTURE OF
AVIS
FINANCIAL SOURCES
THE STORY
DEVELOPMENT
PUBLIC
PRIVATE
FEATURES AND
DEFINITION
STAKEHOLDERS
STATE
(commons, regions
and provinces)
EUROPEAN
UNION and
ISTITUTION
FINANCIAL SOURCES
DONORS
FUNDRAISING
TECHNIQUES
REPORTING AND
TRANSPARENCY
MEMBERS
and PRIVATE
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
3) Incomes from accessory
activities
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
1) Oneri da attività tipiche
2) Oneri da raccolta fondi
3) Oneri da attività accessorie
4) Oneri finanziari e
patrimoniali
5) Oneri straordinari
6) Altri oneri
RISULTATO NEGATIVO
RICAVI E PROVENTI
1) Proventi da attività tipiche
2) Proventi da raccolta fondi
3) Proventi da attività
accessorie
4) Proventi finanziari e
patrimoniali
5) Proventi straordinari
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
THE STORY
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
1990
•
DEVELOPMENT
FEATURES AND
DEFINITION
STAKEHOLDERS
FINANCIAL
SOURCES
FUNDRAISING
TECHNIQUES
REPORTING AND
TRANSPARENCY
The Pope receives Avis
donors from all over Italy
FACEBOOK
AVIS:
1927-2014
2014
2000
•
The Parliament
declares 2011
charity year
•
•
•
1.200.000 members
3227 municipal
sections
2 million donations a
year
TWITTER
TREND
PROMOTION
THE FUTURE OF
AVIS
THE STORY
Percentage of penetration into the
territory (2011)
REGION
Basilicata
Umbria
Emilia Romagna
Trentino Alto Adige
Marche
Valle d’Aosta
Piemonte
Lombardia
Molise
Veneto
Toscana
Calabria
Sardegna
Sicilia
Abruzzo
Puglia
Liguria
DONORS
AVIS
21.682
29.839
147.743
34.433
50.882
3.944
115.024
251.656
8.100
124.692
75.645
33.879
28.586
70.215
17.842
56.017
19.638
PERCENTAGE
PENETRATION
5,84 %
5,44 %
5,43 %
5,30 %
5,30 %
4,92 %
4,23 %
4,08 %
4,07 %
4,03 %
3,31 %
2,68 %
2,64 %
2,19 %
2,14 %
2,11 %
2,08 %
Lazio
Campagna
Friuli Venezia Giulia
63.057
57.625
9.173
1,78 %
1,54 %
1,21 %
Age's donator
56-65
16%
DEVELOPMENT
FEATURES AND
DEFINITION
18-25
13%
STAKEHOLDERS
26-35
21%
46-55
23%
36-45
27%
Woman-man
FINANCIAL
SOURCES
FUNDRAISING
TECHNIQUES
REPORTING AND
TRANSPARENCY
AVIS:1927-2014
woman
33%
TREND
PROMOTION
man
67%
THE FUTURE OF
AVIS
THE STORY
DEVELOPMENT
Voci di ricavo
Trafusioni
Proventi Avis
Partite di giro
Fonti pubbliche
Fonti private
Rimborso spese
ENTRATE VARIE
Ricavi 2010
Donazioni totali
€ 4.94
€ 1.45
€ 1.47
€ 0.47
€ 1.55
€ 0.03
€ 0.44
% entrate
48%
14%
14%
5%
15%
0%
4%
Donazioni totali
€ 4.74
€ 1.08
€ 2.23
€ 0.70
€ 1.35
€ 0.04
€ 0.53
Ricavi 2011
% entrate
44%
10%
21%
7%
13%
0%
5%
Variazione anni
-4%
-35%
52%
49%
-13%
33%
20%
FEATURES AND
DEFINITION
STAKEHOLDERS
FINANCIAL
SOURCES
FUNDRAISING
TECHNIQUES
Voci di costo
Quote associat.
Partite di giro
Partite di giro
Spese personali
Spese donazione
Spese sanitarie
Spese
fidelizzazioni
Spese generali
Costi 2010
Donazioni totali
€ 0.39
€ 1.45
€ 1.40
€ 1.66
€ 0.07
€ 0.58
€ 0.44
% costi
5%
14%
14%
17%
1%
6%
4%
€ 2.02
21%
Donazioni totali
€ 0.26
€ 1.08
€ 2.23
€ 1.40
€ 0.06
€ 0.64
€ 0.53
Costi 2011
% costi
3%
10%
21%
14%
1%
6%
5%
Variazione anni
-25%
-35%
52%
-20%
-17%
5%
20%
€ 2.02
19%
-5%
REPORTING AND
TRANSPARENCY
AVIS:1927-2014
TREND
PROMOTION
THE FUTURE OF
AVIS
THE STORY
DEVELOPMENT
POSTERS
FEATURES AND
DEFINITION
STAKEHOLDERS
FINANCIAL
SOURCES
EVENTS
FUNDRAISING
TECHNIQUES
FLYERS
REPORTING AND
TRANSPARENCY
AVIS: 1927-2014
SOLIDARITY
SMS
W
E
B
NEW TRENDS
PROMOTION
THE FUTURE OF
AVIS
THE STORY
DEVELOPMENT
VALUES
New
FEATURES AND
DEFINITION
citizens
STAKEHOLDERS
Respect
Equality
Altruism
Health
paths
School
Future
engagements
FINANCIAL
SOURCES
FUNDRAISING
TECHNIQUES
REPORTING AND
TRANSPARENCY
AVIS: 1927-2014
Solidality
Democracy
Right healt
protection
Youth
Commu
nication
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