Where fundraising methods are used. Fundraiser is a new profession in the field of investment. How did the phenomenon come about

Economic terms, whatever they may be, more and more penetrate the lexicon of ordinary citizens. We have known for a long time what insurance is for and whether it is worth working at Forex. Not so long ago, a new word has spread - fundraising.

Fundraising: the meaning of the term

A fundraiser is a person who is involved in attracting material, monetary, informational or human resources that are necessary for a particular enterprise.

Consequently, fundraising is the process of organizing the attraction of these funds. Not quite clear? Move on.

What is the meaning of the word fundraiser? In order to understand the semantics, you need to turn to the English word fundraising, formed from the phrase to raise fund, which means "raising funds."

Who needs fundraising and why?

Despite the fact that we live in the 21st century and, it would seem, should have a good idea of the structure of cash flows and the ways of their redirection, in the domestic economy many issues related to raising funds seem incomprehensible to many. How do our non-commercial businesses operate?

They, for the most part, do not raise funds at all, but are content with what they get. As you understand, they do not get a lot a priori, and therefore the company either badly needs help, or there is simply not enough money.

At the same time, turning our eyes to the West or even Europe, we will see that the situation there is quite different. Very often, entrepreneurs, without even developing a project, are already for its implementation. This is due to the fact that the state has little participation in financing social spheres... At its core, a fundraiser is the same investor, with the difference that funds are attracted mainly for non-commercial projects, although they may well be used for commercial purposes.

Fundraising sources

Where to get these resources, what is the source of fundraising? These can be private companies or individuals, state enterprises and non-state foundations. How is the fundraising carried out? In different ways, depending on who the above sources are. And they can be investors, sponsors, donors, patrons or grant-giving organization.

Fundraiser: Responsibilities and Tasks for Raising Funds

So, what is the fundraiser directly involved in? Of course, primarily by collecting funds from the above sources. Second, building new relationships is an important part of a fundraiser's responsibilities. Any project or organization needs friends who can support, advertise or offer lucrative partnerships.

Besides, new project should be publicized, and therefore the fundraiser is engaged in a kind of advertising of the organization's activities, informs about its goals and strategies.

It should be noted that, according to the method of implementation, fundraising can be external and internal.

An internal fundraiser is a person working directly in an organization who is looking for an external one. External is carried out with the assistance of specialized consultants, experts and fundraising firms.

Fundraising in Russia

In our country, fundraising appeared in the early nineties, along with the gradual development of various non commercial enterprises... Today this discipline is taught at universities along with the basics of marketing, social management.

It should be noted that we still have a low share of the population and state enterprises participating in the generation of income for Russian non-profit organizations... However, the market situation forces us to look for new shape and ways to attract financial resources, and therefore there is a process of fundraising development, which is approaching the pace of the United States.

Not so long ago, namely in November 2013, the Association of Fundraisers of Russia was formed. The purpose of this association is to promote the development of philanthropy through fundraising, subject to the awareness and support of the inhabitants of the country. According to the director of the new association, Irina Menshenina, today the most important thing for the members of the organization is to raise awareness of the country's citizens about such a type of activity as fundraising. Russians do not know that a fundraiser is a specialist in the field of raising finance, and they confuse honest activity with fraud.

The Association offers two types of membership - for individuals and for companies that can be businesses (structures or NPOs). The services provided by the Association are as follows:

training activities that are carried out in real time or remotely;
informing the members of the association;
consulting activities on accounting, economic and legal topics;
participation of members of the organization in social research.

Fundraising - attracting material ( cash, goods) and intangible resources (participation of volunteers, Information support, useful connections) for the implementation of public and charitable projects that do not have commercial benefits.

Fundraising can be attributed to a specific type of sales, when the role of a product is an opportunity to do a good deed, to help someone in need. This type of activity is a whole science, which is designed to interest in the project, to convince others that the purpose of the organization is socially important, and that the declared problems can really be solved, or to take serious steps to make progress towards their solution.

Fundraising principles

In order for the result to justify the efforts, the following principles must be adhered to.

Certainty

Before approaching potential donors for support, you should build a flawless logical diagram of the planned project. It should take into account everything: the required project budget, a phased plan for the implementation of activities, deadlines, necessary materials, transportation costs and other costs. Each point must be reasoned. Overall result performing all activities should have a positive effect on both sides.

Interest

When attracting people to cooperation, it is important to interest them in your idea, to convey its significance. Convince the person that this is important to him too, and together you can do it.

Personality

In any organization, people work, it is to them, and not to abstract individual entrepreneurs and LLCs, that fundraisers turn for help. You need to place your bet on a certain person: the head of the company or a responsible employee. Start communication with what is close and understandable to this person. Show how important is his contribution to the common cause and what the final result will be.

Long term

Every effort should be made to ensure that the donor's support is not one-time. Try to establish long-term partnerships. Regularly personally remind of yourself with interesting ideas, original presentation of the project.

Awareness

Before starting the process of attracting a potential donor, you should collect as much information about him as possible. Find out what projects and with what amounts he has already supported, what project topics he is interested in, what is his priority.

Publicity

The more people know and talk about the project, the better. To reach a large audience, you can advertise on radio, TV, leave business cards with project data to potential benefactors. Placement of topics on Internet resources is popular.

Money box

Even an insignificant donation in total has its own weight. This is a human contribution to the implementation of the project. Gradually, serious figures emerge from small amounts.

Gratitude

Be sure to thank people for their support. Give names at events, publish reviews on the site.
A person needs sincere compliments.

Fundraising principles

Fundraiser principles and ethical standards are enshrined in code of ethics... According to this document, the principles of work are determined:

Conscientiousness and honesty;
Respect for a common cause;
Openness and responsibility.

Ethical aspects of activity

Ethical standards are taken into account in the code labor process fundraiser:

Fundraising is carried out entirely on a voluntary basis;
The purpose of spending funds is agreed with the benefactor on a mandatory basis;
Funds cannot be used for the personal benefit of the fundraiser;
The risks to the organization in obtaining funds from persons with a negative reputation in the community should be assessed;
Be responsible to the employer, donor and beneficiary;
Do not engage in unfair competition;
Use and provide only reliable information while observing the rules for working with confidential data;
The amount of payment for services cannot be expressed as a percentage of the amount of funds collected, the salary is negotiated in advance;
It is forbidden to receive remuneration from any person when making a decision on cooperation on behalf of the organization;
You cannot provide false information about your achievements in previous projects.

When implementing projects to attract potential benefactors, one should take into account their religion, mentality, and national traditions.

Another awkward point is administrative costs. charitable organization... Donors want to see that their funds helped a real person and were not spent on wages fund employees. If these expenses cannot be paid from other sources, then it is worth mentioning this in a separate line in the information about the items of the planned expenditure of donations. This will be honest with donors, avoid conflict situations and maintain trust between the parties.

A good reputation is the key to successful fundraising.

Types of fundraising

Internal (employees of the organization are directly involved in the search and attraction of new resources);
External (for a guaranteed positive result, professional consultants and fundraisers are involved).

There is a gradation of fundraising into project and operational. In the first option, funds are attracted for a specific project, in the second - for the current expenses of the organization in the course of its functioning.

Methods, forms and tools for raising funds

The list of methods for attracting potential donors consists of:

Mass mailing. An ordinary paper letter with an advertisement for the project is sent to hundreds of addresses. The main disadvantage of this method is the low response rate for such an appeal if letters are sent to random recipients. If people have previously worked with an organization and are familiar with its type of activity, the response rate rises to 20%.
Unaddressed calls... The essence of the method is to distribute brochures, advertising posters, leaflets in shops, on the streets, and in other places of large gatherings of people. The response rate is up to 2%, but sometimes you can randomly find a donor on an ongoing basis.
Piggy boxes, donation boxes. They are most often installed in stores, under a poster with an appeal. The disadvantage of the method is the donor's anonymity. It is impossible to find out who and how much contributed and to develop further relationships with donors. In addition, the box can be stolen.
Dialogue with passers-by. The representative of the organization in crowded places addresses the problem and asks for assistance. The advantages are personal contact with people on an emotional level, and a quick result, money is donated immediately. Cons: a one-time promotion, people make contributions spontaneously, the second time the response from the same people will be no more than 10%.
Conducting various events... One of the most popular methods. Charity evenings, auctions, exhibitions. At these events, potential benefactors are brought together, offer some kind of joint interesting action, and collect donations. Often famous personalities are invited for greater response and effect. These activities are quite costly and do not always pay off.
Advertising on TV or in the media... This is a type of impersonal advertising, they simply voice the problem and ask for help, indicating the details. The appeal covers a wide range of people. High-quality advertising finds an approach to hearts and wallets.
Contact by phone... People are being called on the phone base with a request for a donation. The result is about the same as for the letters. The best responses to such calls are those people who have ever participated in such promotions, donated funds.
New technologies... This category includes requests via the Internet, mobile communications (SMS, mailings via messengers). Special sites are being created with attention-grabbing banners, detailed and emotional materials (photos, videos). Requisites for assistance are required, with payment options (from bank cards to electronic money). An Internet resource is the most successful way to attract potential helpers: both volunteers and donors.
Business cooperation... Quite a popular and really working way to raise funds. There are several mechanisms: individual negotiations, invitations to charity events, official mailing of promotional materials. Many companies are already involved in permanent partnerships with funds, thereby enhancing their image, increasing the loyalty of the authorities.
Friends and acquaintances... Since in recent times ordinary people do not believe in advertising, most of them listen only to real reviews of friends and acquaintances. Therefore, ideas have spread to personally invite friends for help, to promote ideas through friends, relatives, and colleagues.

Successful examples in Russia and abroad

Let's start with Russia. A striking example of large-scale fundraising with great public outcry is the “Red Nose - Kind Heart” campaign held by the Life Line charitable foundation. The main goal was to help seriously ill children, the secondary goal was to convey the idea that helping others is important, not difficult and accessible to everyone.

The name of the action veiled the image of a clown with a red nose. Everyone associates this circus artist with laughter, kindness and a festive mood. It was such accents that helped to shift the mood of the action from pity to belief in the best.

According to the idea of the event, everyone who bought a red nose contributed to fundraising for the treatment of heart defects in children. The partner was the Svyaznoy company, in retail outlets which sold red noses, covering almost the entire territory of Russia. Within the framework of the action, exhibitions and competitions were held. Active participation hosted by show business stars. The action attracted the attention of the media and the public.

A website was created to publish reports on the movement of charitable funds. The campaign was held annually for three years, each time for up to 3 months. During this time, more than eight million rubles were collected, which saved the lives of more than fifty seriously ill children.

Spanish creative

Interesting ideas shares sold all over the world. So in Spain they launched a project in which the handwriting of homeless people is taken as a basis for the development of typefaces by leading designers. Many companies have acquired this type of font. Its cost for legal entities is about 300 euros, an individual will pay about 20 euros.

American Challenge - Ice Bucket Challenge

One of the most famous examples of fundraising has been the ice-cold water challenge. It quickly spread all over the world and gained massive popularity. Famous and influential businessmen, politicians, singers, actors, computer geniuses and the players, pouring a bucket of ice water over themselves, recorded a video in which they challenged others. Those who were able to do this donated 10 dollars, and those who could not - 100.

This frivolous activity in less than a month replenished the fund's piggy bank by $ 16 million. The aim of the action was to draw attention to a rare type of disease and to raise funds for the ALS Association, which will be used to find methods of treatment for this disease.

Examples of successful promotions emphasize the fact that even the most insane idea, but sufficiently verified and well-organized, has a chance to work effectively. Someone's work is always behind success, in this case it is the painstaking work of a fundraiser.

How to become a fundraiser

The fundraiser qualification does not officially exist. There are fundamental sciences that help to master this type of activity. These include: marketing, advertising, psychology. Copywriting skills will come in handy. This knowledge can be obtained both in educational institution, and independently. There are many different webinars on the topic of fundraising on the network, conferences and trainings are gaining popularity, books are being written.

However, knowledge without practice will not give anything. The experience of other people will not help you to become a professional based only on theoretical knowledge. It is necessary to start practical activities, make mistakes, analyze them in order to prevent next projects, and try again. It is important to constantly develop, follow the news in the area of interest, communicate with successful fellow fundraisers.

Fundraising is a targeted search for investors, sponsors, donors for your project, idea, business. This is not one-time requests for money, but a whole science of how to find permanent sources of funding.

It is interesting! The word came to Russian from of English language... Fundraising literally means "to raise funding" (raise - find, fund - money).

In Russia, fundraising is sometimes confused with social actions, fundraising for non-profit activities, but they are not the same thing. Collecting donations is one of the areas, but not only charitable, but also commercial projects collect money.

Fundraising principles

Any activity can become the object of a fundraising scheme:

release of a music disc;
opening of a medical office;
environmental protection;
Scientific research.

Sometimes Russian citizens become fundraisers without even knowing it. When a girl publishes a photo of a kitten on her VKontakte page and announces a fundraiser for his treatment, or musicians publish an appeal for financial assistance to record a new album, these are elements of a spontaneous fundraising strategy.

However, serious fundraising is a targeted resource-seeking strategy that uses modern tools and technology. A fundraiser is a professional who gets paid for his work, and a fundraising company is a serious organization with a dozen employees. She uses the achievements of different sciences (psychology, sociology, marketing) to make fundraising regular, to turn individual streams of charity into cash flow.

Thus, fundraising is the rules, methods and technologies for attracting money and other resources. The attraction work meets three criteria:

transparency and openness (a person must understand where the money is going, what is going on);
accessibility (easy to donate, no barriers);
control (people need confidence in the intended use of their money).

Charity Traditions in the USA and Western Europe

In France, Germany, entire clinics, scientific laboratories, art galleries are functioning thanks to the attraction of voluntary contributions. Charity people and corporations - a long tradition. Individuals oversee institutes and schools, hospitals and hospices, and support non-profit and business projects - sometimes throughout their lives. Even poor people feel obligated to donate some of their income to non-profit activities.

Those who use Wikipedia paid attention to the request of the site administration to make a donation for the development of the resource. This is a vivid example of working on a fundraising scheme. The electronic encyclopedia does not publish advertisements, so funds to support the resource are collected by the non-profit organization Wikimedia Foundation. For 2 years it has raised 20 million dollars with a planned annual budget of 28 million. The money is contributed by organizations and individuals.

In Europe, in the second half of the 20th century, there was a reduction in subsidies for culture from the state, and fundraisers got down to business. Mediating fundraising agencies were created: Arts & Business, Comedia in the UK (provide financial support cultural projects), charitable foundation"Gan" in France (sponsored by French cinema), the German Federal Cultural Foundation in Germany. In Russia, a similar role is played by the Institute for Cultural Policy, founded in Moscow in 2002.

In the United States, the Metropolitan Museum operates under a fundraising scheme. Its resource department has 75 employees. Their tasks include marketing planning and market surveillance, preparing and conducting fundraising campaigns from individuals and corporations. These are just large examples - there are hundreds of such projects in Western Europe and the USA.

You should know this! Companies collect and accumulate funds, and also look for candidates who could receive funding (grants). The agency's profitability and its reputation depend on the “correct”, targeted use of funds.

What is the work of a fundraiser

The profession "fundraiser" is absent in the classifier, but in the list of vacancies it is found more and more often in Russia. Businesses and non-profit organizations would welcome a fundraiser in their state. But finding an experienced person in Russia is difficult - you have to raise professionals on your own.

A fundraiser (in Russia such people are also called founders) does not stand with a donation box near shopping center... He develops a fundraising strategy, communicates with potential donors, participates in television broadcasts, prepares shares, seeks investments and grants.

In general, the work algorithm of the fundraiser can be divided into the following stages:

Provide information about your activities to potential investors (donors).
Find people who are supportive of the activities promoted by the fundraiser; get resources and money from them.
To motivate loyal donors to become permanent curators of the organization's activities.

Who can be a donor and transfer funds:

individuals;
commercial enterprises, corporations;
state institutions;
non-profit charities.

In Russia, attracting resources from a wide audience is the business of socially oriented non-profit organizations. To support a business, it is better to apply for a grant from special funds (non-profit structures that raise money for financing certain types activity). Among the private investors are the Soros Foundations, Ford, Xerox Foundation, Apple, General Electric Fund (the latter finance projects in related activities). The foundation has conditions and criteria for granting grants - they are distributed on a competitive basis.

The state also allocates financial resources - this is the competence local authorities authorities and regional state funds to support entrepreneurship. The fundraiser's task is to find a specialized organization, prepare a package of documents and apply for a grant.

Important! It is very important for the donor (philanthropist) to know that the money transferred to him will be used for its intended purpose. Therefore, part of the fundraising department's job is to convince them of the targeted use of funds.

Promotions and events

To attract the attention of potential investors, the organization carries out a set of measures. It can be:

fairs, charity bazaars, lotteries, auctions;
television shows, concerts, holidays;
targeted fee for holding a one-time event or in favor of a specific person.

Representatives of the organization meet with sponsors in person or send a mailing list interested parties... They also announce fundraising through television and the Internet, using ad sites, press, crowdfunding sites, social networks... The purpose of "high-profile" events is to attract an audience, collect information about potential investors and people who are ready to donate money for goals they understand. Then the founder starts working with the database. He calls people, sends letters of gratitude, informs about the following events, reminds of himself.

You should know! A serious fundraising company plans to operate 3-5 years in advance. A quarterly list of events is compiled, taking into account the territorial aspect. Along with planning and conducting promotions, their analysis and control is carried out.

The money-seeking strategy is somewhat similar to starting a business. Its main stages:

1. A business plan of the project is drawn up	They calculate income and expenses, determine the sources of funding: which items will be paid for with clients' money, which ones - with personal funds, which ones - with donations.
2. The target audience is determined	It is required to answer the question of which social (professional) group it is better to apply for funding. If the project is related to scientific research, then it will be supported by people with higher education, corporations working with high technologies.
3. A sponsorship offer is issued	The answer is given to the question: what exactly to ask a potential sponsor (donor) and what the organization offers in return.
4. A set of measures is being taken to draw attention to the project and raise money	They organize promotions, send letters and invitations, hold personal meetings with investors.
5. Completing the project, analyzing its effectiveness, making adjustments to the further work plan	At the end of the project, the results are summed up, thanks for the participation of sponsors, a report on the funds spent is necessarily generated.

Important! The donor must understand the purpose of the funding. Also, the fundraiser is obliged to provide reports on the use of funds.

Fundraising technologies

In what ways does the fundraiser collect funds:

in cash to the cashier or donation box;
non-cash to the settlement account of the organization;
through the sale of souvenirs, commemorative badges, tickets for the event;
in the form of a grant or subsidy;
with the help of deductions of interest for the goods sold.

The cosmetic companies Mary Kay, Avon have programs to raise funds for scientific research on the problem of cancer: when a product marked with a special marker is sold, deductions are made to the corresponding fund. For the consumer, this is a convenient form of donation - there is no need to travel somewhere to deposit money; in addition, in exchange for the contributions, the consumer receives the goods. For cosmetic brands, this is both charity and advertising, since customers are loyal to a company that is ready to participate in social projects.

One of priority directions of the founder's activities - to make contributions not only regular, but to simplify the process so that a person does not have to go to the bank's cashier, fill out multi-level questionnaires. Fundraising websites have buttons that make it easy to donate money. There is also a mechanism for regular payments - for example, 1% of the amount of Internet purchases is deducted to the current account.

Note! Internet banking has opened new mechanisms for fundraising management, because organizing the collection of money through electronic payments is much easier and safer than collecting funds “manually”.

Although technology has been practiced in cultural and social projects, fundraising management has also become part of commercial ventures. One of its varieties is crowdfunding (fundraising for launching a commercial project via the Internet).

5 ways to become a successful fundraiser

study the needs of the market, convince the audience that it will support important project, to form a sense of belonging to a common cause;
analyze the motives and incentives that drive people willing to help with monetary or other resources;
seek and implement simple ways money transfers;
keep in touch with patrons and donors, provide reports on the funds spent;
regularly hold "loud" events, come up with original ways to attract attention to your project.

Specificity of Russian patronage

In Russia, the fundraising market is at an early stage of development. In the USA and Europe, 50-70% of citizens make voluntary contributions, in our country this figure does not exceed 5%. So far, an operational type of donation is flourishing in Russia (when funds are raised for a specific person or event), but even here the amount of funds collected is incomparable with the amounts collected by popular founders in America or Europe.

What prevents fundraising technologies in Russia from gaining momentum:

low financial literacy (people are sure that some organizations that collect money on a voluntary basis are scammers);
people's distrust of Russian business as such (why give money to someone who will not succeed anyway);
the memory of the Soviet era, when contributions were collected from the citizens of the USSR for all kinds of projects in a compulsory manner.

As a result, a number of Russian crowdfunding projects (SmartMarket, VCStart) were forced to cease their activities. Remained Planeta.ru (supports artists and musicians) and Boomstarter (finances business startups and creative projects).

The Association of Fundraisers operates in Russia. Its founders are heads of non-profit charitable projects and foundations. The organization conducts seminars, workshops, publishes informational articles and information about vacancies.

It is interesting! International practical conferences "White nights of fundraising" are held annually in St. Petersburg.

Conclusions and summaries

Fundraising is a set of activities that will help you find resources for your project and make voluntary injections regular. The fundraiser has its own tools and technologies that will help to interest investors, patrons and sponsors. To achieve the result, it is important to conduct a market survey (assess how ready the society is to voluntarily finance someone else's activities), choose the right social direction to carry out the action, ensure control over the expenditure of the collected money.

Important! According to experts, fundraising schemes have proven to be viable in times of crisis. People limited themselves to purchases, but continued to transfer money to projects close to them. In Russia, an avalanche-like implementation of fundraising strategies is expected in the next 2-3 years.

Fundraising is the process of raising funds and other resources that the organization cannot provide on its own and that are necessary for the implementation of the project.

Possible sources of attracting resources: companies; individuals; foundations; government bodies.

The main tasks of fundraising will be: fundraising; acquiring new partners and friends of the organization; the opportunity to openly declare yourself and inform about your goals.

Fundraising can be "internal" and "external" in the way it is carried out. Internal fundraising is when the development and implementation of the search for funding is carried out by the employees of the organization on their own. External fundraising is a fundraising search carried out through the involvement of professional fundraising consultants. In this case, this role can be played by both independent experts and specialized fundraising firms.

Telefundraising is an appeal to potential donors and benefactors by phone and fax.

Mail fundraising is an appeal to potential donors and benefactors by mail.

Individual fundraising is a personal appeal to donors and benefactors in a personal conversation.

Solo fundraising - purchase of support.

Events fundraising - holding various events (auctions, exhibitions, lotteries, presentations, dinners, etc.)

26. Sources of project financing

Funding projects, as a rule, includes the following stages: 1) preliminary search for resources; 2) development of a financial strategy; 3) development of operational financial plans; 4) conclusion of contracts with potential investors. Sources of financing for projects are funds used as investment resources. They are divided into internal (equity) and external (attracted and borrowed capital).Internal financing (self-financing) is provided by the enterprise planning the implementation of the investment project. It involves the use of own funds - the authorized (share) capital, as well as the flow of funds formed in the course of the enterprise's activities, first of all, net profit and depreciation charges. Self-financing can be used only for the implementation of small investment projects. Capital-intensive investment projects are usually financed from not only internal but also external sources. External financing provides for the use of external sources: funds from financial institutions, non-financial companies, the population, the state, foreign investors, as well as additional contributions of the monetary resources of the founders of the enterprise.

27. An innovative project, the specifics of managing an innovative project

Innovative project- a project containing a technical, economic, legal and organizational justification of the final innovative activity. The result of the development of an innovative project is a document that includes a detailed description of the innovative product, justification of its viability, the need, possibility and forms of attracting investments, information on the timing of execution, performers and taking into account the organizational and legal aspects of its promotion.

Implementation of an innovative project is a process of creating and launching an innovative product on the market.

The goal of an innovative project is to create new or change existing systems - technical, technological, informational, social, economic, organizational, and achieve, as a result of reducing the cost of resources (production, financial, human), a radical improvement in the quality of products, services and a high commercial effect.

Innovation projects are managed by innovation management.

In world practice, the management of innovative projects is a special area of professional activity, the right to conduct which is secured by a certificate. There is an international association for the management of innovative projects, which issues such certificates with an international status. The innovation manager has special requirements. He must be well-versed in various types of professional activities corresponding to different phases of the innovation process - marketing, design, production, investment, etc. He must have a good understanding of the specific "language" of each profession - drawings, technological processes, algorithms, budgets, etc. He must be a highly qualified and experienced leader who is fluent in management functions: planning; organization; coordination; motivation; control; representation; selection and admission of personnel; Information Support; provision of resources.

When managing an innovation project, the most important task of an innovation manager is the coordination and control of phase projects: 1. By content. So that there is no lack of necessary design solutions or, conversely, their duplication (criterion of completeness and consistency). 2. By data streams (information). Each project has a certain set of data at the entrance to it, which are necessary for the development of design solutions. At the exit from the project, data is formed that are input for subsequent projects. The tasks of the manager are: coordination of data streams; providing relevant information; installation of a unified regulatory and documentation base. 3. By time. When coordinating project work in time, as far as possible, the manager should provide for the parallel implementation of different design work in order to reduce the time frame and exclude "temporary gaps" in work. 4. By resources and priorities. In conditions of limited resources, the manager determines the priority of certain design work. For example, the priority may be to ensure a high quality product or low price with standard quality, or product promotion, sales organization. 5. By participants in the innovation process. The main participants are: customer - a legal entity or individual acting as a consumer of the project results; investor - a legal entity or individual investing in a project. An investor can be a customer at the same time; designer (developer) - specialized organizations that carry out research and development work necessary to achieve the goals set in the project. The designer also conducts a feasibility study of the project and prepares design estimates; executor (manufacturer) - organizations (usually manufacturing firms) that manufacture (materialize) an innovative product, according to project documentation. The designer and the executor can be one person. The most important task of the innovation manager is to stimulate the innovation process so that it does not turn into a “slow process” and does not end completely. In this regard, the manager must have alternative solutions, provide for all kinds of reserves for finance, personnel, materials and predict possible difficulties and risks. At the same time, the manager must provide for optimistic, pessimistic and realistic options for the development of innovative activities.

Previously, I worked for a large media company and was involved in advertising sales. Then I was terribly tired of all this, there was an acute desire to work in the field of culture. I have been thinking about starting a company that combines finance and cultural projects for a long time. And after we met Ksenia Tarakanova, V Confession Agency appeared - a company specializing in fundraising for projects in the field of contemporary culture. The first fundraising project was the Ural Industrial Biennale of Contemporary Art.

What are the responsibilities

Fundraiser helps to find funding for various projects. It is important to understand: there are no benefactors, since all organizations do not cooperate on a gratuitous basis, there are no selfless patrons of the arts. In fact, there are only sponsors - they get something in return for their support. The sponsoring company allocates a certain amount for the implementation of the project, for which it receives certain opportunities. For example, PUMA once supported the New York Minute exhibition in the Garage center, for which it was able to present its brand on the site (a special area with ping-pong tables, neon signs, kickers was created), hold its own private event within the framework of the exhibition , the brand name was printed in all booklets and promotional materials of the exhibition. The company also used partnership status in shaping its brand image.

If we talk about skills, a fundraiser needs to be able to negotiate, be diplomatic, be able to convince and process large amounts of information. As a link between cultural institutions and commercial organizations, we must have a good understanding of the needs of both parties so that everyone is ultimately satisfied with the cooperation. Since our agency is engaged in fundraising specifically for cultural projects, we primarily interact with companies that want to be associated with various cultural initiatives. We have new clients every week, who, as a rule, become regular ones. We serve at least four projects a month, so we have several people involved in fundraising.

Where to study

I graduated High school economics, studied marketing. To some extent, the knowledge gained helped me, but I cannot call it a specialized education. Fundraising training programs are available in many universities, at the same HSE.

Perspectives

So far, we are the only ones who are engaged in fundraising in this area on an ongoing basis. And in the West there are a lot of such agencies, the system of cooperation between cultural institutions and fundraisers is well-functioning, there are generally accepted forms of interaction. We are, to some extent, pioneers, and we ourselves are creating a system of interaction between culture and commerce in Moscow.

It seems to me that the prospects for this profession are very great, at least we are working on this and developing the industry. We are faced with the fact that it is very difficult to find personnel for such work, so it is easier for us to grow them ourselves.

Text: Zlata Onufrieva