Social transformations of cultural heritage: from benefaction to sponsoring: Evidence from mountain regions in Greece

Sponsorship’s Financial Sustainability for Cultural Conservation and Enhancement Strategies: An Innovative Model for Sponsees and Sponsors

“…Several strategies are suggested to enable the sponsee to select the right partner. The work of Giannakopoulou and Kaliampakos (2020) should be noted on the ethical issues arising from the relationship between the sponsors and sponsee in the cultural tourism sector [35]. The authors highlight how cultural heritage is often considered as an ordinary good in sponsorship contracts, following a logic oriented solely to profit.…”

“…The sponsee should also consider the ethical issues when selecting sponsorship opportunities. In fact, however, the administrations do not always consider these aspects, often moved by the urgency of safeguarding part of the heritage destined for decay and abandonment [16][17][18][19][20][21][22][23][24][25][26][27][28][29][30][31][32][33][34][35].…”

“…Otherwise, the risk is to plan a one-way sponsorship, considering only the commercial objectives of the sponsor. Doing so could lead to the greatest criticality of cultural sponsorships: the transformation of culture into a commodity [35]. Unfortunately, there are numerous cases of cultural sponsorships characterized by invasive promotional posters.…”

Financing Sustainability in the Arts Sector: The Case of the Art Bonus Public Crowdfunding Campaign in Italy

“…1. Unlike sponsorship, private and corporate donations do not require an economic return in terms of visibility, avoiding the risk of potential commercial exploitation of the public heritage and ensuring the possibility for arts managers to better place the amount received to ensure delivery of the organization's mission [16,66]. Indeed, the recipient cultural organization has no formal obligation to the donors, as the exploitation of cultural heritage is one of the main conditions of the enhancement of the historical-architectural heritage, with the risk of the progressive transformation of monuments into banal support for advertising [15].…”

“…From the perspective of sustainability, especially socio-cultural sustainability, not all the methods used to raise funds are equivalent. Some kinds of sponsorship, or even corporate memberships, might have to undergo certain dynamics to satisfy particular interests, linked in some way to market or economic return logics [15,16]. Therefore, a successful fundraising strategy is not only connected to the amount of funding resources obtained, but also to an organization's ability to discern the best funding channels to ensure the organization's cultural sustainability.…”