The corporate communication in no profit organizations

In the last twenty years, the non-profit sector has developed strongly, especially seeing a new type of organization – banking foundations (Act 218 of 1990, known as the Amato Law). These entities contributed to a radical change in the Italian third sector, also thanks to significant capital availability. This research aims to provide a theoretical contribution to bridge the literature gap, relating to communications in the banking foundations. In particular, this study reviews the many conceptual definitions in relation to corporate identity, image, and reputation through a careful analysis of the existing literature and provides a research perspective on the topic, making use of an empirical survey of customer satisfaction. In particular, it aims to provide a theoretical contribution to the relationship between corporate identity and corporate reputation and a practical contribution for marketing and communication managers, thus providing a new model of management of these organizations, which realizes the effect of initiatives undertaken. This work was developed starting from the empirical analysis, which adopts a qualitative approach with exploratory purposes, in order to suggest the first hypothesis of understanding phenomena (Fattore, 2005). The research paper analyze the Fondazione Cassa di Risparmio di Fabriano and Cupramontana, adopting the methodology of the case study for understanding the application of innovative marketing strategies for banking foundations and realizing the impact of the image and reputation management of those institutions and, therefore, their relationship with stakeholders in the area of action. The research highlights the strategic role of corporate communication through integrated management of corporate identity, corporate image, and corporate reputation and identifies the opportunity to implement customer satisfaction survey in the other banking foundations.