Innovation in Collaboration between Firms and Nonprofit Organizations: The Italian Case

The work is focused on recent development in the relationship between the firms and nonprofit organizations in Italy. In this relationship successful companies are the ones able to operate in a proactive logic in the framework of their own community. In particular the work studied, throughout different way of analysis, state-of-the-art of partnerships in Italy, reasons for partnerships, their strengths and weaknesses and ways to make them effective and long-lasting, to promote virtuous circles and contaminations in both directions (from profit to nonprofit and inversely). The collaboration between for-profit and nonprofit has still ample margins for growth and improvement in Italy, both in quantity and quality, and especially in the creation of real social-oriented businesses. This alliance isn't only the acceptance of a system of ethics but is also the effect of a process of mutual contamination. It involves value systems and the growth of shared processes and organization structures, through a path in which the two cultures can meet influencing each other, developing relationship networks, competence sharing and so creating social capital. Key words: non profit organizations, partnership, partnership concept, marketing, collaboration, corporate social responsibility, fundraising, sponsorship, cause related marketing.