Crowdfunding as an effective form of fundraising: prospects for libraries

Abstract

The purpose of the article is to study the theoretical and applied foundations of fundraising as purposeful integrated marketing activities to attract supporters and resource partners of the library, as well as to identify opportunities for crowdfunding and attracting investors in certain areas of library and information activities to understand the prospects of library business. Methodology. The theoretical basis of the research was scientific theoretical developments and concepts of leading scientists. The following methods were used in the research process: theoretical method generalization and comparison, the system method, method of induction and deduction, etc. The importance and possibilities of using crowdfunding as an innovative tool for the long-term development of libraries and librarianship in Ukraine have been studied. The scientific novelty of the research is to deepen and generalize the trends of crowdfunding in the world and to determine the prospects of this innovative tool for the development of libraries in Ukraine. Conclusions. The organization of crowdfunding initiatives is a very promising business in the world in general, and in Ukraine in particular. Given current trends, crowdfunding can become an alternative form of organizing funding for library development and support for literary projects. Key words: fundraising, crowdfunding, crowdfunding platform, investor, financing, libraries, library business.