Setting favourable reference values (FRV) for conservation targets may help in assessing the conservation status of species and habitats. FRVs should be expressed through population size or demographic parameters that are likely to ensure the long-term persistence of a species across its range. We developed a conceptual framework for defining FRVs for Italian birds included in Annex I of the European Union’s Wild Birds Directive 79/409/CEE. The approach was based on demographic trends, current population size and the minimum viable population concept. We subdivided bird species according to abundance at the national scale, spatial distribution in discrete isolated populations and/or biogeographic categories. FRVs based on population viability analysis (PVA) were provided for populations of less than 2,500 pairs. For species with more than 2,500 pairs and a wide, more or less continuous range, the FRV was expressed in terms of breeding density at different spatial scales for non-colonial species. Out of the 88 species considered, we were able to formulate FRVs based on PVA for 47 populations belonging to 21 species, and breeding density for 15 further species; lack of adequate data prevented us from defining FRVs for the remaining species. Further work should focus on the translation of FRV density values into population size and on the definition of reference values for range and habitat.