DIGITAL FUNDRAISING AND PR IN THE ACTIVITIES OF NON-GOVERNMENTAL ORGANIZATIONS OF SOCIAL ORIENTATION: APPLIED TECHNOLOGIES OF RESOURCE MOBILIZATION

Abstract

Introduction. The article examines the transformation of communication strategies of non-governmental organizations (NGOs) in the social sphere during the transition from traditional to digital models of resource mobilization. The relevance of the topic is due to the need to overcome the resource deficit of NGOs through the implementation of Web 3.0 tools and Web 4.0 predictive technologies. The role of digital fundraising and PR is considered not just as auxiliary marketing tools, but as fundamental competencies of a modern social worker, ensuring the sustainability of social services in conditions of a protracted crisis and war. Purpose and objectives of the article. The purpose of the article is the theoretical substantiation and practical analysis of the evolution of fundraising paradigms, the identification of psychological mechanisms of digital content’s influence on donor behavior, and the development of applied recommendations for the use of P2P technologies and ethical storytelling in the activities of socially oriented NGOs. Results. For the first time, the work proposes a comparative model of the evolution of digital resource mobilization (from paradigm 2.0 to 4.0), based on changing the donor’s role from a passive recipient to a proactive ambassador (“intellectual patron”). Based on the analysis of cases of leading Ukrainian foundations (“Tabletochki”, “Come Back Alive”), the effectiveness of the transition from the “aesthetics of shock” to the “aesthetics of resilience” is proven, allowing an increase in donor LTV by 30–45%. The concept of “communicative solidarity” is substantiated as a network mechanism for overcoming compassion fatigue. Statistical data from the Dobro.ua platform and the World Giving Index 2024 report are processed, confirming the dominance of mobile traffic (82%) in the structure of the modern charitable segment of Ukraine. It is proved that the synergy of PR technologies and social work methods ensures the capitalization of trust through the digital presence of the NGO. It is established that the key asset of an non-governmental organization in Web 3.0 is semiotic capital and reputation, rather than just a contact database. Deontological boundaries for the use of AI and Big Data in social PR are formulated, where the priority remains digital humanism and protection of the client’s dignity. The research results can be used to optimize the communication strategies of social sector NGOs and enhance their financial sustainability.