CONCEPTUAL MODEL OF CREATING A FUNDRAISING PROJECT IN THE CONTEXT OF PROVIDING SOCIAL SERVICES

Abstract

The article is devoted to the development of a conceptual model of a fundraising social project in the field of providing psychological assistance to the population under martial law. The relevance is due to the growing need for accessible and high-quality psychological services and the need for effective financial support for such initiatives within the non-profit sector. Social projects face systemic challenges: limited financial resources, the need to maintain high professional standards and build trust in services. Scientific research does not sufficiently highlight the integration of fundraising with service quality management, which determines the relevance of the work. The purpose of the article is the theoretical justification and development of a conceptual model of the Polytech-Resource Center, which operates on the basis of the Odesa Polytechnic National University and provides psychological support to the population. The model is based on the institutional potential of the institution and the involvement of interdisciplinary student resources as a key factor in the sustainability of the project. The research methodology consists of systemic analysis, generalization and statistical interpretation, as well as service quality management based on the SERVQUAL model. Social project management is considered as an adaptive process of harmonizing financial, personnel and communication strategies with the needs of the audience. Special attention is paid to the formation of a hybrid model that combines free social initiatives with partial financing through fundraising. The problem of the dominance of free services, which can lead to professional burnout of specialists, is analyzed. Management solutions are proposed to support the level of specialists, optimize resources and develop partnerships with donors and public organizations. The role of communication policy in forming a reputation, overcoming mistrust and ensuring the anonymity of clients is separately considered. The results show that the integration of the university base and interdisciplinary interaction of students and specialists creates an effective resource for the development of social initiatives and increasing the availability of psychological assistance, ensuring sustainable project functionality and a high level of service provision in crisis conditions.