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Charity fundraising, what is changing

06/27/2018 - 09:38 AM

Nowadays, many businesses decide to conduct a phone fundraising campaign. Besides non-profit organisations, these campaigns can also be conducted by voluntary organisations, associations for social advancement, social cooperatives and enterprises, charities and mutual benefit societies, as well as by associations and foundations which meet the necessary requirements.

For example, a hospital foundation aiming to raise funds for a housing, support and reception project for relatives of child in-patients could ask TLC operators to launch a phone fundraising campaign, submitting the documentation and communications plan.

This is just one of the new developments introduced under the reform of the Codice del Terzo Settore (Italian Third Sector Code), which came into effect in 2017.

However, the Italian non-profit world is also changing, to some extent a result of the new Self-Regulation Code for the management of charity fundraising campaign phone number systems, endorsed by all the telephone operators.


The charity fundraising data (*) for 2017, shown in the infographic, already displays elements of change when compared to the past, in terms of the viewpoint of donors: an ever-increasing focus on scientific and medical research is in fact evident, as well as a considerable rise in services relating to people’s basic needs, also understood as increased care and protection, of women, children and the elderly, above all.  

The rules are therefore changing, as is the sensitivity of donors based in Italy.

But let's take a detailed look at what is happening and what the most 'popular' themes are in terms of social and welfare activities.

Bearing in mind the Italian national and international campaigns of 2017, as much as 62% of funds raised through TIM’s customers were earmarked for Scientific Research and Medical-Surgical Assistance and Healthcare (33.81% in the rest of the world and , 28%, only a little less, in Italy).

Socio-nutritional Support and Protection came next (11.7 %  Italy and 10.17% world), albeit at a considerable distance (around 22%), owing, amongst other things, to increased national sensitivity towards food protection and the fight against waste.

Safeguarding and Protection of the Individual came third; this can also be understood as tackling marginalisation, loneliness, hunger, homelessness and, in particular, campaigns aimed at women and children, with a much stronger focus on international projects (7.16%) than Italian ones (1.04% Italy).

A fundamentally equal amount of funds were collected for campaigns addressing integration, prevention and social education (3.17 %), in favour of a united society which removes the causes of marginality and does not fuel the processes of exclusion; and those addressing protection and prevention for animals and the environment (2.93%), both mainly aimed towards national beneficiaries.

Finally, around 2% was allocated to humanitarian disasters. This figure records the last of the donations to the emergency number for the earthquake in Central Italy, and the project dedicated to Haiti and the hurricane victims in late 2017, submitted by UNICEF.

*Data taken from the volume of the annual amount raised, paid by TIM to the individual associations, matched to the aims  indicated in the individual projects and the destinations of these projects in Italy and worldwide.