Year of Graduation
Crowdfunding as Marketing Instrument of NCO for Donors Attraction
The number of socially-oriented NCOs according to the Federal State Statistics Service grows annually, while in 2015 both the amount of revenues in recalculation per one SO NCO and the share of revenues from budgets in the total amount of receipts in SO NCOs decreased, and so there is a need for NCOs to search for new instruments of raising funds, one of which is crowdfunding. Within the framework of the research, a number of tasks are being solved: the systematization of the definition of crowdfunding, the identification of key characteristics of crowdfunding in terms of the theory of fundraising and marketing, the development of a model for evaluating the performance of crowdfunding within the framework of the practice established in Russia; an estimation of influence of factors on performance on an example of Russian crowdfunding platform Planeta. The main result is the identification of tools for improving the performance of crowdfunding as an NCO practice in Russia.