Italy: Italians, donors’ population

A research on solidarity and ?support at distance? realized for the NGO Intervita by Future Concept Lab gives an image of a country that is sensitive to solidarity initiatives promoted by information means, TV in particular, and mostly (89.2%) persuaded of the utility of organizations with humanitarian purposes. The scene emerging from the research is very encouraging for the not for profit sector. Some figures: 97.5% of people interviewed think solidarity is a very important value and 83.4% contribute practically through voluntary actions or money donations. The ?support at distance? is very much appreciated: 31.2 of the people interviewed have practised it at least once, because it gives the possibility to commit in a deep way. Awareness towards solidarity and ?support at distance? has grown in the last years: the same research, done 10 years ago, would have given different results. Unfortunately this potential is not always used at its best. Associations and Third Sector operators have difficulties to have a common vision, which can communicate an image of solidity and reliability. For this reason potential donors have a perception of inadequate transparency: 25% of people interviewed who declare that they have never done ?support at distance? explain their choice as a consequence of ?little trust? and 17.6% report not to be persuaded that money will arrive at their final destination. Future Concept Labs is a research Institute that stands out on the international landscape as one of the most advanced research centres specialized in marketing issues and trends in consumption. www.intervita.it