Pregledni rad
Marketing libraries with the purpose of fundraising
Antal Balog
Sažetak
The current situation which is characterized by the stagnation of public library funding made it necessary for the libraries to look for alternative sources. This growing need is made even more problematic by the increasing number of users’ needs and expectations, satisfying of which is in the core of every library’s mission. This challenge has no alternative and libraries must react to it. Additional resources for library activities can be directly requested from the industry and other institutions that are willing to give some of their funds to libraries. Fundraising, in the circumstances of uncertain marketing activities, through the use of adapted concepts and methods of non-profit marketing can have positive results. The results of this research can motivate library directors and their co-workers to initiate fundraising projects. In addition to the direct financial and material results, the libraries can also achieve highly valuable immaterial results. Thus the inclusion of libraries in general marketing activities and their direct connection with economy through projects, as well as with alternative funding sources, becomes their relevant and inevitable task in the conditions of global economic recession.
Ključne riječi
social marketing of libraries; fundraising; collaboration and partnership
Hrčak ID:
80505
URI
Datum izdavanja:
8.3.2011.
Posjeta: 1.249 *