POTENTIAL PHILANTHROPISTS AS SO- CIAL ACTORS AND COMMUNICATORS HELPING RETIRED ARTISTS
The charitable activity in Rus-sia is actively developing today. Apart from numerous charitable foundations, each having programs for different target groups, there are also non-commercial organizations (such as Donors Forum) uniting them. The government agen-cies support charitable organizations at the institutional level. At the same time, experts note a lack of information about what is happening in the industry. This article is based on a study that was part of a Master research seminar for the Faculty of Communications, Media and Design of the National Research University. The seminar was organized in cooperation with the Artist Charity Foundation. The authors describe how respondents understand the concept of charity, peculiarities and prospects of its development in Russia, and motivation for charitable giving; they also provide communication characteristics of the studied group. The research method is in-depth interviews involving actual and potential benefactors in the aged artists care industry ( N = 60).