Fondazione Santagata, commissioned by Orticola Piemonte / Associazione Società Orticola del Piemonte and within the framework of the Next Generation You programme – Guidelines for the organisational development of the third sector promoted by Fondazione Compagnia di San Paolo, accompanied the organisation through an organisational strengthening pathway aimed at supporting its growth, autonomy and sustainability. The work included an integrated analysis of the organisation, processes, relationships, communication, economic dimension and digital maturity; the definition of a multi-year strategic plan; and the development of an operational proposal to translate the strategy into concrete actions. The pathway supported Orticola during an evolution phase, from an organisation mainly focused on horticultural events and flower markets to a continuous cultural and environmental platform committed to enhancing urban green spaces, civic participation, ecological transition and the creation of communities around landscape culture and biodiversity.

CONTEXT

Orticola Piemonte was founded in 2009 in Turin to promote botany, gardening, garden design and green culture, with a strong focus on environmental sustainability and on fostering a responsible relationship between human beings and nature. Over time, the association has consolidated events such as FLOR, FLOReal, AgriFLOR, Festival del Verde, Verde Svelato, Note di Verde and other initiatives dedicated to green heritage, horticulture, urban regeneration and environmental education.

However, the growth of activities has not been accompanied by an equivalent organisational consolidation: the analysis highlighted a still partially informal structure, roles that are not always clearly defined, fragmented digital tools, dispersed data management, inadequate operational spaces and a fundraising strategy that still requires further structuring. The development pathway therefore responds to the need to transform Orticola into a stronger, more continuous organisation capable of enhancing its cultural and environmental role.

OBJECTIVES

The project aims to strengthen Orticola Piemonte as a stable cultural and environmental platform, capable of connecting urban greenery, ecological education, communities, the green economy and cultural innovation.

The main objectives are:

  • reorganising and consolidating the association’s organisational, operational and spatial structure;
  • formalising roles, responsibilities, operational tools and key positions;
  • digitalising operations by improving archives, ticketing systems, shared repositories and working tools;
  • structuring a data system to monitor audiences, members, activities and impacts;
  • integrating environmental sustainability into the organisation’s governance and processes, also through a decarbonisation roadmap;
  • launching continuous cultural activities and a stable Public Programme;
  • strengthening the Festival del Verde as a reference cultural event;
  • increasing active involvement of members and relationships with audiences;
  • diversifying and stabilising the economic model through sponsorships, services, commercial partnerships, subscriptions and multi-year fundraising.

 

EXPECTED RESULTS / IMPACT

The pathway resulted in a strategic and operational roadmap designed to accompany Orticola towards greater organisational, managerial, environmental and economic stability. The operational proposal is structured into Work Packages dedicated to coordination, organisational and digital strengthening, cultural development and public programming, communication and economic enhancement.

The main expected results include:

  • greater organisational clarity, with more defined roles and processes;
  • improved operational flows and reduced internal fragmentation;
  • adoption of shared digital tools for archives, ticketing and data management;
  • greater capacity to monitor audiences, members, economic outcomes and environmental impacts;
  • integration of environmental sustainability into associative practices;
  • development of a decarbonisation roadmap;
  • opening of the venue/garden as a public space, with attention to safety and management;
  • launch of a continuous Public Programme, including workshops, talks, educational activities and participatory initiatives;
  • strengthened visibility through media kits, website and communication tools;
  • activation of new commercial and strategic partnerships;
  • development of subscription models, paid packages and business services;
  • greater economic autonomy and reduced dependence on individual events or non-structural funding.

 

PARTNERS

Associazione Orticola del Piemonte – beneficiary organisation

Fondazione Santagata per l’Economia della Cultura – strategic advisor / methodological support

Fondazione Compagnia di San Paolo – promoter of the Guidelines / Next Generation You programme