Estrategias de Comunicación y Captación de Fondos aplicados al triángulo conformado por la ciencia, el arte y la restauración/conservación: El caso de las colecciones privadas en la Bodleian Libraries de la Universidad de Oxford.

! XII!Congreso!Internacional!de!Investigación!en!Relaciones!Públicas! “RRPP,!retos!y!oportunidades!para!la!estrategia”! 3-5!de!mayo!de!2017.!Pontevedra.!España! ! ! ! FUNDRAISING!AND!COMMUNICATIONS!STRATEGIES!APPLIED!TO!THE! TRIANGLE!ENCLOSED!BY!SCIENCE,!ART!AND!RESTAURATION/CONSERVATION:! THE!CASE!OF!SPECIAL!COLLECTIONS´HERITAGE!AT!BODLEIAN!LIBRARIES,! UNIVERSITY!OF!OXFORD.!TITLE!AND"SUBTITLE" ! ! ESTRATEGIAS*DE*COMUNICACIÓN*Y*CAPTACIÓN*DE*FONDOS*APLICADOS*AL*TRIÁNGULO* CONFORMADO*POR*LA*CIENCIA,*EL*ARTE*Y*LA*RESTAURACIÓN/CONSERVACIÓN:* EL*CASO*DE*LAS*COLECCIONES*PRIVADAS*EN*LA*BODLEIAN*LIBRARIES*DE*LA*UNIVERSIDAD*DE* OXFORD.* ! " Rocio*Torres-Mancera.*Universidad*de*Málaga.*[email protected]* Carlos*de*las*Heras-Pedrosa.*Universidad*de*Málaga.*[email protected]* " Introduction!! * A*research*of*actual*quality*interaction*between*Science,*Art*and*Restauration/conservation* from* the* perspective* of* a* fundraising* desirable* sustainability,* trough* inside-outside* PR* communications*tools*to*strength*and*ensure*a*better*future*for*heritage*world,*exemplified* in* the* economical* and* curating* sustainability* of* special* collections* at* Bodleian* Libraries,* University*of*Oxford.** " Theoretical!framework!! ! The*Fundraising*and*PR*communications*strategies*are*understood*in*this*research*as*the* pool*of*actions*focused*on*raising*funds*and*drive*financial*resources*from*public*and*private* entities,*enterprises*and*private*individuals,*with*the*purpose*of*sustainable*contributing*to* top* artistic* and* sociocultural* projects.* that* reverts* to* development* and* benefits* a* broad* sector*of*society.*The*use*of*multidisciplinary*research*and*development*(R&D)*applied*to* techniques*and*methodologies,*along*with*enabling*legal*frames* Should* be* able* to* encourage* altruism,* patronage,* social* corporate* responsibility* and* sponsorship.* Private* stakeholders* become* alternative* sources* of* fundraising* to* decrease* the* level* of* dependence*on*local*British*and*European*grants,*when*a*proactive*and*effective*PR*plan*is* strategically* settled* to* nurture* an* engaged* sustainable* progress.* Nevertheless,* these* strategic*practices*are*not*common*in*general*terms*at*universities,*public/private*entities* nor*artistic*legacies´*management.** " Methodology! ! *The* current* exploratory* work* is* based* on* a* qualitative* and* quantitative* methodological* combination*trough*a*deep*half-structured*designed*interview*constructed*specifically*with* the* aim* of* collecting* relevant* inputs* that* allow* the* subsequent* analysis* of* consistent* contents* to* support* or* deny* the* hypothesis* formulated.* A* conceptual* model* based* in* a* previous* research* leads* high-quality* indicators* to* test* its* consistency* trough* deep* interlocutions* with* key* actors* involved* in* private* collections* economic* maintainability* at* University*OF*Oxford*through*its*Bodleian*Libraries.** ! Results! ! The*correlation*between*the*Bodleian*Libraries´*special*collection*objectives,*its*fundraising* tools*and*the*main*hardware*and*software*communication*support*to*strategical*approach* with*stakeholders*are*key*factors*to*sustainably*acurating,*exhibiting*and*developing*private* historic*collections´*lifetime*within*the*University*of*Oxford*framework*and*its*worldwide* extension.** * Conclusions! ! PR*and*communication*sciences*are*required*to*support*art*and*restauration/conservation* of* private* heritage* by* fundraising* from* public* and* private* benefactors.* Even* if* United* Kingdom*has*be*traditionally*the*cutting*edge*of*fundraising*for*third*sector*in*Europe,*their* professional*model*will*need*to*give*a*new*turn*to*raise*funds*from*stakeholders*because*of* the*2016*British*exit*of*European*Union.* The*findings*are*applicable*to*many*entities*in*charge*of*artistic*heritage*management*within* the*new*European* horizon* context,*revealing*the*significance*of*new* public* relations*and* strategical*communication*approaches*to*assure*present*and*future*fundings*based*in*local* and* global* community.* Supported* by* a* forecast* conceptual* model,* the* research* highlight* with*evidence*that*private*sector*and*civil*society*stakeholders*simultaneously*become*the* real*actors*and*benefactors*of*short,*medium*and*long-term*cultural*heritage.