The article’s main goal is to present some considerations on the ways in which PSAs uses contemporary communication strategies, such as narratives and lan-guages evoking different kind of emotions in connected publics, arousing their emotional engagement in a social context characterised by a hybrid and conver-gent media ecosystem. More specifically, we will focus on peculiarity and trends of communication on Italian communication on social issues, introducing a survey measuring and analyzing the campaigns on donation produced by public institu-tions and non profit organizations in the period 2013-2018. The distinctiveness of the Italian case will be outlined also examining some foreign campaigns on dona-tion, arousing great interest in an international panorama.