Communication Strategy of a Charitable Foundation as a Tool for Building Trust and Raising Funds (Fundraising)

Y. Matsiura, N. Sanakoieva

Abstract


Purpose of research. The research is to examine how modern charitable organisations in Ukraine (the KOLO Charitable Foundation, the Tabletochki Charitable Foundation, and the UAnimals Charitable Foundation) utilise communication and PR methods to build public trust and raise funds.

Research methodology. The theoretical framework is based on the works of Ukrainian scholars (I. Vakhovych, K. Verbytska, L. Kot, et al.). Comparative, situational and analytical approaches were applied. Methods: description, comparison and generalisation. The descriptive method was used to characterise the activities of charitable organisations and the application of communication tools in fundraising. The comparative method involved analysing the characteristics of PR strategies employed by foundations in various fields of activity and their effectiveness in attracting donors. Generalisation was used to systematise communication practices and draw conclusions regarding strategic PR communications in the charitable sector of Ukraine.

Results. The strategic communications of leading foundations have been analysed. It has been established that communication strategy is a key factor in building trust. The specific features of using advertising and PR tools have been examined using the example of charitable organisations in Ukraine, and the relationship between communication practices and fundraising effectiveness has been identified. The effectiveness of the integrated use of crowdfunding, digital advertising, influencer marketing and media partnerships in the context of competition for donors’ attention has been demonstrated. The role of communication methods in achieving set goals has been identified.

Novelty. Models of strategic communication during a period of full-scale war (2022–2026) have been identified, based on the transformation of PR tools to overcome «donor fatigue».

Practical significance. The practical significance of the study’s findings lies in their potential application to improving the communication strategies of charitable organisations, as well as in the development of training courses on professional communication within the charitable sector and in further academic research focused on the development of the charitable sector.

Key words: fundraising, crowdfunding, digital communications, PR, reputation, influencers, gamification.


References


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DOI: http://dx.doi.org/10.32840/cpu2219-8741/2026.2(66).10

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