Integrated fundraising communications: substantiation of the concept and its introduction into scientific circulation

Fundraising is the process of raising money and other resources to support socially significant projects. In foreign literature, you can find the term “integrated fundraising campaigns for non-profit organizations,” which refers to a range of activities aimed at attracting donations. Integrated campaigns often involve a combination of online and offline fundraising strategies. However, integrated fundraising communications remain a relatively understudied area in modern science. Despite numerous studies conducted in the field of fundraising, the concept of integrated fundraising communications is currently not used, disclosed, or scientifically substantiated in modern domestic and foreign scientific literature. The purpose of this study is to provide a scientific justification for the term “integrated fundraising communications” and to argue for its use in the theory and practice of fundraising.