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ART BONUS: IL MECENATISMO CHE VINCE

277 commenti / Blog, Le protagoniste, Newsletter / Di

di Carolina Botti

L’Art Bonus è una norma che favorisce il mecenatismo da parte dei privati – sia persone fisiche, sia persone giuridiche, operanti con o senza fine di lucro -, fermo restando l’impegno economico prioritario pubblico che garantisce un credito di imposta pari al 65% di quanto donato. I risultati dalla sua entrata in vigore sono molto incoraggianti, e per certi aspetti straordinari: oltre 680 milioni di euro raccolti in tutta Italia, superati i 27mila mecenati tra individui, aziende e fondazioni, oltre 2.300 progetti già realizzati, 2.800 le raccolte attualmente aperte: un ottimo bilancio per una legge tutto sommato ancora “giovane”.

Risultati che confermano la possibilità di instaurare un rapporto sinergico tra imprese e istituzioni culturali, soprattutto pubbliche, grazie anche a una norma che rappresenta un veicolo per rafforzare un legame basato sulla condivisione di obiettivi e compartecipazione superando posizioni basate su interessi contrapposti (sfruttamento economico vs. tutela).

Con l’Art Bonus, i responsabili delle istituzioni culturali hanno la possibilità di utilizzare la leva fiscale e il mecenatismo come tasselli strategici di una nuova politica culturale che coniughi tutela e valorizzazione del nostro immenso patrimonio culturale: valori sanciti dalla nostra Costituzione, compito fondamentale della Repubblica italiana e quindi di tutti i suoi cittadini.

Altro aspetto di grande potenzialità dell’Art Bonus è quindi il coinvolgimento attivo dei cittadini e il loro riavvicinamento al patrimonio culturale identitario. Ales, nel suo ruolo di gestore e promotore dell’Art bonus per conto del MiC, si è adoperata per creare tutte le condizioni affinché enti beneficiari e mecenati potessero conoscere e utilizzare in modo appropriato tale strumento fiscale, attraverso un’azione di comunicazione, formazione, assistenza, consulenza non solo centralmente, ma anche sul territorio. Infatti, sebbene la norma rappresenti uno strumento strategico, è necessario conoscerlo e dotarsi di un bagaglio di competenze e di un piano concreto di azioni per ottenere i benefici auspicati.

Sulla base dei risultati ottenuti a oggi si ritiene che la legge abbia riscosso un grande successo a tutti i livelli: sia da parte degli enti potenziali beneficiari, sia da parte dei mecenati. In tutta Italia, anche se a diverse velocità, si stanno promuovendo iniziative di fundraising e si sta creando una nuova cultura di gestione del patrimonio culturale.

Considerato il contesto e le difficoltà in cui le amministrazioni pubbliche si trovano spesso a operare, questo progetto è stato possibile perché basato sulla autorevolezza e determinazione di attuare la propria missione istituzionale con il coinvolgimento attivo del territorio. Va sottolineata inoltre la volontà delle imprese di perseguire una strategia di “welfare branding” che accresce la reputazione aziendale in ambito nazionale e internazionale. Proprio grazie all’Art Bonus, la cultura sta diventando la nuova frontiera della responsabilità sociale, e sempre più spesso si parla di “responsabilità culturale” di impresa per dare una precisa connotazione strategica a questa attività che sarà chiave per sostenere la ripresa e lo sviluppo del settore culturale, ma anche del Paese, soprattutto in questo difficile periodo storico. Sono certa che le socie della Fondazione Marisa Bellisario, molte delle quali manager e imprenditrici, siano particolarmente sensibili a questa opportunità che contribuisce al sostegno del nostro incredibile patrimonio culturale.

*Ales, Direttore e Referente Art Bonus per il Ministero della Cultura

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