Marija Šain, Iva Buljubašić, Vlatka Mihaljević: THE POWER OF (UNCONVENTIONAL) MARKETING IN FUNDRAISING: THE PERSPECTIVE OF THE CULTURAL SECTOR
Scientific paper
Marija Šain, Academy of Arts and Culture in Osijek, Josip Juraj Strossmayer University of Osijek
Iva Buljubašić, Academy of Arts and Culture in Osijek, Josip Juraj Strossmayer University of Osijek
Vlatka Mihaljević, Elementary School Josipovac
DOI: https://doi.org/10.59014/NFUW3755
Keywords:
fundraising, financing, cultural sector, (unconventional) marketing
Abstract
This paper analyzes the importance and use of marketing for fundraising in the cultural
sector. Namely, due to limited public financial resources and social changes in
general, the cultural sector should turn to the market and to new sources of financing
and implement a fundraising strategy. Activities are needed to attract financial
resources from various sources to ensure the income necessary for its operation and
sustainability.
To be successful in fundraising and ensure stable business, the cultural sector needs
to implement various activities that are usually associated with the profit sector (planning,
management, marketing, analysis), which also includes an entrepreneurial way
of thinking and acting. This paper aims is to identify the role of marketing in fundraising
and the effectiveness of marketing strategies for the success of fundraising in
cultural institutions. Empirical research was conducted on cultural institutions in
the Republic of Croatia with an emphasis on the use of unconventional marketing
for fundraising purposes. The conclusion is that this type of marketing affects the
successful collection of funds and, ultimately, the success of the business and the
financial result of the cultural institution. The results of the research indicate that
it is necessary to implement an appropriate marketing strategy for the purpose of
successful fundraising, as well as to educate the employees of cultural institutions in
the field of marketing and fundraising.
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