CHRISTOPHER LIVESAY:

Berger says that attitude is changing as Italy follows America's example, spurring altruism with tax breaks for companies that donate to cultural institutions. Rome's Spanish Steps, built in the 18th Century, were just cleaned and restored with money from the jewelry and luxury goods store Bulgari. Fashion house Fendi has donated 3 million dollars to restore the famous and now spotless Trevi Fountain and other fountains in Rome. The government credits Tod's President, Diego Della Valle, for kicking off this movement. But Paolo Pastorello says the private money is not always being used in the right way. He's President of Restauratori Senza Frontiere, or Restorers Without Borders, a nonprofit which promotes the preservation of artistic heritage. He says the Colosseum restoration needed more time and money.