The theoretical significance of the study is an attempt to decision actual theoretical and practical problems of the various forms of charitable activity: charity, sponsorship, philanthropy, fundraising in the education market, based on the effective inter-sectoral interaction of economic agents in Russia. Proposed comparative analysis of socio-oriented forms of university charity will improve relationships with all investors, educational innovation and will contribute to the innovation infrastructure of the university in the public interest.
Keywords: The market of educational services, philanthropy, sponsorship, patronage, philanthropy, fundraising, social investment, attributive characteristics, the effectiveness of funding.