27th November 2018 - #GivingTuesday Italian Report English Version

1. ITALIAN REPORT
27th November 2018

2. In 2017 Italy joined the #GivingTuesday coordinated by AIFR Italian Association of Fundraising.
AIFR was founded in 2015 by the will of a group of people who have been working in the Third Sector in Italy for over twenty
years. The association proposes to carry out useful activities towards its members, contribute to the development of philanthropy
and the professionalization of fundraising.
#GivingTuesday in Italy
Tuesday 27th November 2018
the second edition of the
#GivingTuesday
took place in Italy

3. 265 CHARITIES 18 PARTNER
#GIVINGTUESDAY
IN TREND TOPIC
TWITTER ITALY
10.002 USERS
ON GIVINGTUESDAY.IT
OVER 27,000
DISPLAYS ON
GIVINGTUESDAY.IT

4. #GivingTuesday Tour
Bari
Roma
Bologna
MORE THAN 150 CHARITIES MEET
Milano

5. Patronage

6. AIFR made available for the participants givingtuesday.it website where non profit organizations, foundations, people, schools and
municipalities had the opportunity to upload and showcase their solidarity project dedicated to #GivingTuesday.
265 charity projects and initiatives
givingtuesday.it
Some of the participants: Fondazione Umberto Veronesi, Trenta Ore per la Vita, Andrea Bocelli Foundation,
Fondazione ANT, Fondazione Meeting per l’Amicizia fra i popoli, ActionAID Italia e Legambiente.

7. AIFR made available for the participants a completely free crowdfunding platform that will be active until 28th February 2018
ungiornoperdonare.it.
39 crowdfunding initiatives
The crowdfunding platform

8. For 2018, the #GivingTuesday italian movement had the support of 18 Promoters, partners who share to the mission and the
values of the initiative and committed themselves to spread it on their own channels.
Partner

9. The Promoters, in particular the leading
companies of the Third Sector in Italy,
helped for a widespread online
dissemination of the event reaching a wide
audience of people working in the sector.
The channels used:
• Facebook
• Twitter
• Instagram
• Newsletter
• Web page

10. AIFR activated collaborations with eBay and PayPal who have supported for the first time #GivingTuesday in Italy.
Home Page ebay.it
Social network eBay
Home Page ebay.it/beneficenza

11. In addition, AIFR activated a collaboration with VITA non-profit*
that promoted the #GivingTuesday in Italy through: a page
dedicated in the Magazine, three editorials on vita.it with related
sharing on the social networks and banners in the Home Page and
Newsletter.
*Vita non profit is the biggest magazine in Italy
dedicated to social narration, volunteering,
economic and environmental sustainability and the
non-profit world.

12. AIFR made available to the participants of the #GivingTuesday an application to be constantly updated on the events, news and
projects of the #GivingTuesday Italy and World.
APP
Italian APP:
android: 17 active installations
ios: 9 active installations
International APP:
android: 9 active installations
ios: 43 active installations

13. • tv commercials
• video
• radio commercials
• press announcement
• television poster
• infographic
• materials for social networks
Communication campaign

14. Download from givingtuesday.it

15. ADV
In order to spread the initiative, a research activity of advertising was carried out by contacting some advertising agencies and
publishers and asking for support through the granting of free spaces.
From 22 to 27 November 2018 the radio spot was on air on
R101 and Radio Deejay for a total of 34 passes.
From 11 to 27 November 2018 the TV commercial was aired
on the Discovery Media for a total of 78 passes.
In addition, more than 15 local TV stations have been
supported, including TRC, TV Espansione, Tele Arena and
RTTR.

16. ADV
The press announcement was published in
various newspapers from 2 to 27 November
2018 for a total of 29.
The press announcement was published in
the weekly "Internazionale" and
"NUOVO" respectively 23 and 22 November
2018.

17. Press Office
The press office activity has produced good results on the main press agencies: Adnkronos, Redattore sociale and AngenSir.
The news had a good number of web releases (over 50 on line press releases). In particular is highlighted: vita.it; vanityfair.it; today.it;
milleeunadonna.it
Finally, the interviews of the AIFR’s President, Marco Cecchini, at Radio Linea and Radio Marconi transmissions.

18. TV
The TV channel of the TV2000* broadcaster dedicated a service to the #GivingTuesday aired on Friday 23 November in
the 12am edition. Servizio TG2000 - Pierluigi Vito.
* TV2000 is an Italian national
broadcaster, owned by the
company Rete Blu S.p.A.
- Italian Episcopal Conference.

19. TV
Unomattina - RAIUNO launched the initiative of the #GivingTuesday presenting the event and inviting the public to visit
the portal givingtuesday.it ang give. 27 november 2018

20. 9.362.725
AUDIENCE
139.118 €
Approximate value of the
cost of advertising space
obtained free of charge
Values were estimated on average audience / run and list costs
Over 330
MENTION

21. Social Network: Facebook
@givingtuesdayitaly

22. Social Network: Twitter e Instagram
@GivingTuesdayIT
The hashtag #GivingTuesday has been trending topic on Twitter reaching the third place in Italy
and in first place in the trending topic World.
#GivingTuesday Total Social Mention: over 850,000

23. Social Network: Youtube
@aifr
Over 1,500 video displays on the AIFR YouTube channel.

24. Analytics givingtuesday.it*
USERS: 10.002
NEW USERS: 9.849
PAGE DISPLAYS: 27.709
* Dates tracked from October to December 2018

25. Analytics givingtuesday.it*
* Dates tracked from October to December 2018

26. Analytics givingtuesday.it*
34,64% Facebook
MOBILE: 61,73%
DESKTOP: 34,74%
TABLET: 3,53%
* Dates tracked from October to December 2018

27. 27 november 2018 vs 28 november 2017
INCREASE OF
38.59% OF USERS

28. Analyticis ungiornoperdonare.it*
USERS: 3.637
NEW USERS: 3.613
PAGE DISPLAYS: 15.323
* Dates tracked from October to December 2018

29. 27 november 2018 vs 28 november 2017
INCREASE OF 62,02%
OF USERS

30. 380.000 €
DONATED ON LINE
IN ITALY
The values were elaborated by AIFR and myDonor on the basis of the number of donors transited on givingtuesday.it and the average donation in Italy elaborated
by myDonor.

31. THANKS!

32. #GivingTuesday | 3th december 2019