"Events" in the System of the Integrated Communications of the Charitable Organizations and Funds

Research Context: The study is focused on examination of events and their role in integrated communication system of charitable organizations and funds. The research consists of three chapters: the first refers to comprehensive observation of theoretical foundations of events as a part of the integrated communications system of charity organizations. The second chapter describes the results of conducted analysis of some Russian and foreign funds, the third part is focused on perceived outcomes of the survey. Purpose: The study aims to examine theoretical foundations of event-marketing and its use in Russian and foreign charity organizations. Methodology: Qualitative and quantitative methods were applied in this research. The method of content-analysis was aimed at defining fundamental organizational characteristics of charitable funds and some features of their events. Web survey was used in order to define the attitude of respondents to charity and their preferences in charitable events. Linear Regression was used for statistical data analysis. Findings: The role of events in communication practice of charity organizations of different types was defined. Furthermore event types and their economic efficiency were revealed as well as target audiences that correspond to these types of events. Originality and Value: The study showed that there are preferred types of events among actual and potential benefactors. Also some important factors, that influence the decision-making process when visiting a charitable event, were revealed. This study will help charitable funds to organize the events more effectively and to develop communication strategy. Keywords: event, event-marketing, integrated communication, charitable fund