Angels of Beauty: How volunteers help to keep Florence beautiful

Learning points

The Angels of Beauty initiative increased the civic sense of identify of citizens  and introduced new ways to care for and clean up public urban spaces . Volunteers activity improved awareness of the important role of citizens. They contributed to circle of  positivity, increasing solidarity and reciprocity versus indifference.

Given that this initiative has now matured, some volunteers have moved on to do other things. This requires the continual marketing of the initiative to recruit new volunteers and to incentivize them to get involved. New volunteers can be recruited from medium-sized to large companies, which may consider this as part of their Corporate Social Responsibility Program. In addition, the Foundation needs to explore whether the members of other civic associations may be willing to become involved. Finally, the Foundation needs to explore greater use of social media to reach out to new groups of potential volunteers.