TRENDS OF DEVELOPMENT OF UNIVERSITY FUNDRAISING IN MARKETING ACTIVITIES OF EDUCATIONAL INSTITUTIONS
The article analyzes the trends of university fundraising - the activity of universities in attracting and accumulating working capital from external sources necessary for the implementation of their projects and programs, which increasingly covers both foreign and Russian universities. The most effective ways of improving the economic mechanisms of functioning of higher education institutions through the formation of university endowments are considered. The contents of the main models of the formation and use of university endowments in world practice are disclosed; their difference in the funding of trust funds is noted. The reasons for insufficient fundraising activity of non-profit organizations in the Russian regions and incentives for the development of fundraising are analyzed. The role of managing the promotion of fundraising activities through the marketing communications system is assessed. The authors give the examples of the functioning of the target capital funds and the dynamics of the change in the value of money resources in the endowments of the capital and regional universities of Russia. The main tools used by Russian universities to promote their endowments are considered. The concept of social responsibility of business and social investments, reflecting the notion of sustainable development not only of business, but of society as a whole, is considered. The reasons constraining the process of replenishment of university endowments and possible ways of overcoming this problem at the regional level are noted.