Direct mail fails, but face-to-face and Internet fundraising are big in Italy and Spain.

By Daryl Upsall

Italy
Italy is a more mature and developed market than Spain. It is well-represented by the major international-brand fundraising organisations and has thriving, indigenous national and regional charities covering all aspects of civil society.

A relatively wealthy G8 country with a population of just more than 58 million, Italy represents a sizable market for fundraising. There are around 221,000 active nonprofit organisations in Italy. These organisations raised $2.7 billion in 2002 from individuals, companies and foundations. It is estimated that only 20 to 30 organisations use “professional” direct-marketing-led fundraising techniques. This presents a significant window of opportunity for INGOs that have well-developed fundraising tools and encourage monthly giving via direct debit.