Онлайн-фандрайзинг в российских НКО: масштабы и влияющие факторы
The article is devoted to online fundraising among Russian NGOs and the role of factors facilitating or impeding fundraising. What is referred to as ‘online fundraising’ is the activities aimed at at-tracting resources via the Internet need-ed for the implementation of non-profit projects and programs of non-profit organizations. The aim of this paper is to describe online fundraising trends in Russia and abroad and to summarize empirical studies devoted to determi-nants of the use of fundraising by NGOs. The paper is based on a nationwide sur-vey among Russian NGOs conducted in 30 subjects of the Russian Federation (N = 1000). Binary logistic regression is used to test hypotheses about the im-pact of the selected factors on the use of online fundraising by the Russian NGOs. The findings reveal predominant role of factors characterizing the interaction of NGOs with the external environment compared to traditional advantages, such as a large number of employees or a strong resource base.