Transactional Fundraising: Development of a Support Project

The research work is devoted to the study of the concept of transactional fundraising, identification of the project implementation potential and development of a pool of recommendations for the implementation of transactional fundraising in a commercial company in Russia. The paper analyses the theoretical foundations of fundraising, its development in Russia and abroad, as well as practical examples of the use of transactional fundraising. The research methodology includes two stages: a case study method to analyse existing practices and qualitative interviews with experts working in CSR and CSR departments of commercial companies. The main focus of the paper is to assess the effectiveness of current transactional fundraising practices and to develop recommendations for their implementation in commercial organisations. On the basis of the identified data, the paper considers the map of risks arising in the implementation of projects, which will further use this work to prepare recommendations and develop a project of crisis response in the implementation of transactional fundraising projects. The study showed that transactional fundraising has significant potential to attract new donors and strengthen the financial sustainability of non-profit organisations. The findings and conclusions of the study can be useful for the further development of innovative digital fundraising strategies and for improving the partnership between the commercial and non-profit sectors.