Improvement of marketing activities as a factor of realizing the fundrising potential of cultural and leisure institutions

In modern conditions cultural institutions cannot rely only on budgetary funding and must work to attract additional funds. The article examines the relationship and mutual influence of marketing and fundraising activities of cultural institutions. The development of the institution marketing activities allows expanding the consumer audience, attracting a larger number of consumers. In turn, the larger the audience, the more consumers of services a cultural institution has, the better its image and reputation, the more willing potential donors will agree to help it by allocating certain resources simply for its current activities or for the implementation of some significant social and cultural project. The typical negative aspects of the marketing activities of institutions of cultural and leisure type are highlighted. Their elimination will lead to the development of the financial and economic activities of the institution, including those related to raising funds. A number of directions for their elimination is proposed. These directions are based, first of all, on the activation of the information campaign of institutions and the development of new directions in their work. The presented scheme for the implementation of the fundraising potential of cultural and leisure-type institutions includes the interaction of institutions with four groups of subjects. These are the media with which cultural and leisure-type institutions can interact on the basis of long-term mutually beneficial cooperation; authorities - interaction both in the line of receiving subsidies and in the line of various kinds of targeted programs; donors (individuals) with whom interaction is possible both in terms of attracting financial resources and in terms of their volunteer potential; corporate donors, interaction with which is possible in the form of both current and project fundraising.