Annual Report 2011 - Fai

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Friends of FAI © A. Mesiano Honorary Chairwoman Marella Agnelli International Chairwoman Bona de’ Frescobaldi* Chairwoman of Advisory Trustees Lynn de Rothschild Chairwoman of the Balbianello Circle Maria Manetti Shrem Board of Advisory Trustees Giorgio Armani Anna Bulgari Laura Casalis Giulia Maria Mozzoni Crespi* Chiara Ferragamo Audrey Gruss Gail Hilson Maria Manetti Shrem Ann Nitze Paolo and Henrietta Pellegrini Marilyn Perry* Giorgio Poggiani* Roberta Ritter* Nancy Rubin Mariuccia Zerilli Marimò Board of Directors President James M. Carolan Vice President Giancarla Berti Treasurer Susan Bender 2011 – A VERY FULL YEAR FOR THE FRIENDS OF FAI For the Friends of FAI, 2011 was an extremely busy year that resulted in a great deal of success. The Balbianello Circle’s annual trip saw them visit the Veneto, where they discovered the breathtaking architecture of Andrea Palladio and were given a sneak preview of the Villa dei Vescovi, which was restored thanks – at least in part – to the generosity of the Friends of FAI. Thus far, “Venice & the Palladian Villas” has been the most successful of the Balbianello Circle’s trips, with 30 people taking part, including a large number of new Friends. The Trust has decided to put the 2012 donation towards the restoration of the Palazzo e Torre Campatelli in San Gimignano. In the autumn, the Friends of FAI organised two events to benefit this project: a shopping evening at the Ferragamo store in Beverly Hills, and a conference on the artistic and civic history of San Gimignano at the Casa Italiana of New York University. In September, the President of the Friends of FAI, James Carolan, participated in a round-table session at the Italian Institute of Culture in New York, together with journalist Gian Antonio Stella, to discuss the administrative challenges involved in managing Italy’s cultural heritage. 2011 was, however, marked by some very sad news for all those who have followed the development of the Friends of FAI: the passing of Luigi Moscheri, the unforgettable first President of the Friends of FAI and a member of the Board of Directors of FAI in Italy. The Friends of FAI remember him warmly as someone who showed quite extraordinary dedication to the FAI cause, and who did so with great creativity, commitment and generosity. Giovanna Loredan Bonetti Ilaria Borletti Buitoni Sharleen Cooper Cohen Vannozza Guicciardini Alessandra Pellegrini * Founders Internationally, FAI benefits from the input of the “Friends of FAI”, a group of supporters based in New York. Its remit is to organise events and invite American citizens to visit Italy and contribute to safeguarding the country’s priceless artistic and cultural heritage. FAI - Villa del Balbianello, Lenno (Como) 60 Annual Report 2011 Annual Report 2011 61
Communication Getting the substance of FAI’s message across La Comunicazione Comunicare la concretezza In 2011, newspapers, magazines and websites wrote a total of almost 10,000 articles on our activities, while there were more than 838 items on TV and radio. Right: The longstanding image used to promote the “Giornata FAI di Primavera” (FAI Spring Day). In 2011, the efforts of the communications department were geared towards amplifying the resonance of the strategic guidelines set out by the Trust in order to boost yet further the visibility of its work and of the events staged throughout the year in all fields. Thanks to an increasingly high-profile presence across the Italian media (press, radio and television) and to a bolstering of our presence on multimedia channels (the internet, social networks, etc...), in 2011 we recorded a notable rise in the awareness of FAI amongst the general public. ADVERTISING AND PROMOTION For FAI’s Advertising and Promotion department, 2011 was a year full of major initiatives, including the inaugurations of the three new properties, which required the planning and implementation of customised communication tools, both physical and virtual. In addition, we celebrated the 150th anniversary of Italian Unification through the creation of a dedicated logo, which was used on all of the Trust’s communications and was given excellent media exposure and promotion at the FAI National Conference in Naples, at which, amongst other activities, we unveiled the new “FAI Giovani” (FAI Youth) sector. During 2011, the department was also involved in conducting qualitative/quantitative research in partnership with IPSOS, which was targeted at scientifically analysing the perception of the Italian public vis-à-vis FAI and its activities. A great deal of attention was focused on marketing our major national events such as the “Giornata FAI di Primavera” (FAI Spring Day), the SMS support campaign and the “I Luoghi del Cuore” (“Italian Places I Love” survey). Last of all, it is worth noting that 2011 also saw the establishment of a specific department for the conservation and promotion of FAI’s extensive video and photo archive. PRESS OFFICE In 2011, the Press Office supported the work of the Trust through almost daily contact with the media. Moreover, it bolstered its role as the FAI spokesperson on issues concerning the environment and cultural assets, collaborating with a number of national associations. The input of the Press Office was geared above all towards the inauguration of the three new properties opened up to the public to mark the 150th anniversary of Italian Unification, which received a great deal of exposure in the local and national media. A large amount of coverage was also achieved across the various media channels – press, radio, TV and the internet – for national events such as the “Giornata FAI di Primavera” (FAI Spring Day), for the results of the fifth “I Luoghi del Cuore” (“Italian Places I Love” survey), for the conference held in Naples entitled “Under the ashes: role and stories of a country that resists”, which featured several heavyweight Italian and international speakers, and for 2011’s SMS fund-raising campaign, called “Ricordati di salvare l’Italia” (Remember to save Italy). In 2011, attention was also focused on the traditional concert at Milan’s La Scala and on numerous FAI exhibitions such as “The Hand of the Graphic Designer” and “Sironi: war, victory, drama. Works from the Isolabella and Gianferrari Collections” at Villa Necchi Campiglio and “Photos – Souvenirs au carré Daniel Buren” at the Villa e Collezione Panza. FARE RETE… IN RETE Sempre più punto di riferimento per l’informazione e l’interazione con iscritti e simpatizzanti, il sito Fondoambiente.it ha proseguito la strategia finalizzata al coinvolgimento di sempre più donatori e all’ulteriore sviluppo di strumenti di comunicazione in chiave Web 2.0. Forte di un numero di visitatori in continua crescita (+ 19,2% rispetto al 2010), come abbiamo visto il sito ha raccolto complessivamente 286.882 euro, facendo registrare un incremento dell’81% rispetto all’anno precedente. Per la prima volta abbiamo lanciato online due nuove tipologie di donazioni: l’iscrizione ai corsi di storia dell’arte e le microdonazioni da 2, 5 o 10 euro inaugurate durante la campagna nazionale di raccolta fondi di ottobre, in occasione della quale abbiamo lanciato anche la promozione per l’Iscrizione speciale al FAI a 29 euro che ha dato ottimi risultati. Gli iscritti alla nostra Newsletter sono arrivati a quota 178mila, grazie soprattutto al successo delle segnalazioni online del Censimento “I Luoghi del Cuore”, per una crescita del 60% rispetto al 2010. In totale abbiamo inviato 125 newsletter e DEM con un incremento del 71% rispetto all’anno precedente. Per quanto riguarda il mondo dei social network, a fine 2011 abbiamo sfiorato il tetto dei 50mila fan della nostra pagina Facebook, in aumento del 69,34% rispetto al 2010, per un totale di 21.275.173 visualizzazioni dei post (174,18%). La pagina Twitter invece ha raggiunto 1.469 follower e un totale di 3.362 tweet. Fra i progetti online più importanti realizzati, figura senza dubbio l’apertura di nuove sezioni del sito, come quelle di “SOS Emergenza paesaggio”, “Calendario Eventi” e il Mediacenter in home page, e di nuove pagine su Facebook (Intro istituzionale, Sostienici, Beni, Campagna del momento). L’area editoriale è stata rivista completamente attraverso la creazione di nuove categorie per articoli e news, mentre 7mila Iscritti hanno accolto l’invito a ricevere il Notiziario del FAI in versione digitale, contribuendo così al risparmio di carta. La nostra “GIORNATA “galassia” FAI si è poi arricchita di nuovi ingressi: i siti dedicati al 5xmille, al mondo DI PRIMAVERA” delle aziende, (FAI SPRING al Negozio DAY) Olivetti e a Villa dei Vescovi, all’evento “La Mano del Grafico” e al concorso di cortometraggi radio legati ai “Luoghi del Cuore”. Infine, abbiamo lanciato “FAICLUB”, la prima Intranet della Fondazione nata come strumento di “RICORDATI DI tv comunicazione istituzionale interna finalizzata alla condivisione di regole e strumenti di lavoro. Nel 2011 abbiamo aperto nuove sezioni di Fondoambiente.it come “SOS Emergenza paesaggio”, “Calendario Eventi” e il Mediacenter, rivisto completamente l’area editoriale e inviato a 7mila Iscritti il Notiziario del FAI in versione digitale. Inoltre la nostra “galassia” di siti si è ulteriormente arricchita di nuovi ingressi. INFOGRAFICA I numeri di Fondoambiente.it 1.812.883 visitatori 6.505.042 pagine viste 178.000 iscritti alla Newsletter 49.068 fan della pagina Facebook 286.662 euro raccolti via Web LOCAL AND NATIONAL TELEVISION, RADIO AND WEB COVERAGE FOR THE MAIN EVENTS SALVARE L’ITALIA” (REMEMBER TO SAVE ITALY) “I LUOGHI DEL CUORE” (ITALIAN PLACES I LOVE) tv radio tv radio 19 hours, 17 minutes 4 hours, 31 minutes 9 hours, 12 minutes 3 hours, 7 minutes 5 hours, 47 minutes 3 hours, 39 minutes 62 Annual Report 2011 Annual Report 2011 63
Page 1 and 2: Annual Report 2011
Page 3 and 4: About Us FAI - Villa dei Vescovi, L
Page 5 and 6: Properties regularly open to the pu
Page 7 and 8: © Giorgio Majno © Giorgio Majno I
Page 9 and 10: Management Overview Angelo Maramai,
Page 11 and 12: The Negozio Olivetti in Piazza San
Page 13 and 14: Our threefold mission © A. Angeluc
Page 15 and 16: 1. Protecting and enhancing Restora
Page 17 and 18: 1. Protecting and enhancing Restora
Page 19 and 20: 1. Protecting and enhancing Conserv
Page 21 and 22: 1. Protecting and enhancing Opening
Page 23 and 24: FAI - Giardino della Kolymbetra, Va
Page 25 and 26: 2. Educating and raising awareness
Page 27 and 28: Our mission is a major team effort
Page 29 and 30: Raising and managing funds The supp
Page 31: Corporate Golden Donor Companies th
Page 35 and 36: People The role played by personal
Page 37 and 38: Financial Statements - Balance Shee
Page 39 and 40: Financial Statements - Operating Se
Page 41 and 42: Notes to the financial statements S
Page 47 and 48: Schedule A Work carried out on prop
Page 49 and 50: A heartfelt thanks to all those who
Page 51: Cover: FAI - Bosco di San Francesco

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