Digital Transformation of Fundraising in Non-Profit and Cultural Projects

The article examines the process of digital transformation of fundraising in non-profit and cultural organizations at the current stage of development in Russia and abroad. The authors survey the theoretical foundations of digital fundraising, highlight its main digital tools (social networks, crowdfunding platforms, CRM systems, PR campaigns, email marketing). The paper also presents a comprehensive model of digital fundraising, which includes a methodology for setting goals (SMART), strategic analysis (SWOT), and a system of efficacy evaluation indicators (KPI, ROI, NPS). The statistical data analysis of the crowdfunding platform Planeta.ru is performed and the main trends in the development of digital fundraising in Russia are identified. The research results demonstrate that the integration of traditional fundraising mechanisms with digital tools contributes to the sustainable development of cultural organizations in the culture field. It is concluded that the last needs a modernization at the expense of the skilled workers renewal, the uprise of their digital competence, electronic platforms distribution in the regional institutes, and the adoption of the experience of financing them by the effect of multiple stakeholders.