From the archives
Rome, Italy
External Finance: Funds from public agencies and the Municipality of Rome, private sponsors (local and national enterprises) and crowdfunding.
Values: Social, Cultural, Environmental and Economic
Key takeaways of this inspiring case: The Piccolo America case shows how a strong value proposition based on community building can successfully attract funds from multiple sources.
Recognising your values and connecting these to financiers’ values: Piccolo America’s primary goal is to safeguard and promote cultural and cinematographic heritage. Its cinema arenas are located in rundown areas of Rome, now revaluated and opened to public cinema screening by Piccolo America in collaboration with local, national and European sponsors. Piccolo America was able to understand the value of its initiative as a driver for change and to match this value with those of public (and private) financiers. Indeed, Piccolo America’s support to local redevelopment has created lasting benefits for the municipality and region, helping it to successfully attract long-term public funding from the Municipality of Rome, the Minister of Culture and the regional body for the management of natural parks.
Engagement with a diverse audience as leverage towards other financiers: Piccolo America has been able to create and capture value by engaging with an ever growing and diverse audience and by attracting national and international press coverage. This positive public exposure has been crucial to attract important private sponsorships, which benefit from the potential of having access to an ever-wider audience.
Sources:
https://piccoloamerica.it/chi-siamo/
https://www.ilsole24ore.com/art/roma-cinema-america-fa-pieno-sponsor-AChDA
Key Takeaways
