Fondazione Santagata, in strategic partnership with the Scuola del Fundraising di Roma and Patrimonio Cultura, with the support of Fondazione Cariplo and the scientific collaboration of IULM University, is promoting the development of the Italian Atlas of Cultural Fundraising.

The project aims to map the practices, tools, stakeholders, resources, and organizational models that shape cultural fundraising in Italy, providing a comprehensive overview of a rapidly evolving sector involving foundations, businesses, local communities, tax incentive schemes, sponsorships, and public–private partnerships.

Through desk research, secondary data analysis, a nationwide survey, qualitative interviews, international benchmarking, and dissemination activities, the Atlas will produce both a knowledge resource and a practical tool for cultural institutions, fundraising professionals, foundations, donors, and policymakers. It will also help identify emerging trends and future developments in the cultural fundraising sector.

Context

Cultural fundraising is becoming an increasingly important driver of the sustainability of cultural organizations. However, in Italy, the available knowledge remains fragmented and is often limited to specific fundraising tools, geographic areas, or types of donations.

The Italian Atlas of Cultural Fundraising was created to address this gap by building a shared knowledge base that brings together data, evidence, practices, and experiences from across the sector. The project is based on the collaboration between the Fondazione Santagata for the Economics of Culture, Patrimonio Cultura, and the Rome School of Fundraising, with the aim of advancing research, education, and knowledge dissemination through a data-driven approach, international benchmarking, and ongoing dialogue with stakeholders across the cultural ecosystem.

Objectives

The project’s overall objective is to develop the first Italian Atlas of Cultural Fundraising, providing a comprehensive knowledge base and a practical tool to support the growth and development of the sector.

More specifically, the project aims to:

  • map the fundraising practices, tools, organizational models, and strategies adopted by cultural organizations;
  • analyze the key stakeholders, resources, and territorial dynamics that shape the cultural fundraising ecosystem;
  • integrate and systematize the main sources of available data;
  • identify emerging trends, challenges, and opportunities for development through foresight methodologies;
  • provide evidence-based recommendations and practical guidance for cultural institutions, foundations, donors, and policymakers.

Expected Results

  1. The project will produce the first comprehensive overview of cultural fundraising in Italy by systematically documenting practices, tools, stakeholders, data, and organizational models that are currently scattered across different sources.
  2. The Italian Atlas of Cultural Fundraising will also identify knowledge gaps, key challenges, and opportunities for future development, providing a robust evidence base to inform strategies, public policies, and further research.
  3. The project’s findings will be brought together in the first edition of the Italian Atlas of Cultural Fundraising, accompanied by a dedicated web platform serving as a repository of data, visualizations, analyses, expert contributions, and a permanent observatory monitoring the evolution of the cultural fundraising sector.

Partners

  • Patrimonio Cultura srl Società Benefit
    Project partner and promoter of the initiative, with expertise in consulting, training, and the development of fundraising activities for the cultural sector.
  • Rome School of Fundraising / GIFT Service Cooperative
    Project partner and promoter of the initiative, with expertise in consulting, training, policy design, and research in the field of fundraising, with a particular focus on cultural institutions and organizations.
  • IULM University
    Research and training partner, through the involvement of Professor Martha Friel.
  • Fondazione Cariplo
    Project funder and promoter of the initiative and its objectives.