FUNDRAISING AS A STRATEGIC TOOL IN MUSEUM MANAGEMENT
DOI:
https://doi.org/10.5281/zenodo.18411524Keywords:
Fundraising; Museum Management; Project-Based Fundraising; Corporate Sponsorship; Digital Fundraising; Financial SustainabilityAbstract
Fundraising has become a key strategic tool in museum management amid declining public funding. The
transition toward multi-channel financing has increased museums’ reliance on private donations, corporate sponsorship,
and project-based fundraising mechanisms. This study examines fundraising as a strategic component of museum
management through a qualitative analysis of academic literature and international best practices. A stage-based
fundraising model—planning, implementation, control, and analysis—is applied to systematize fundraising activities. The
findings demonstrate that project-based fundraising is the most effective approach due to its transparency and strong
alignment with donor motivations. The study emphasizes the importance of strategic integration and the use of digital
tools in ensuring the financial sustainability of museums.
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