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Relationship fundraising: How to keep donors loyal

Sargeant, Adrian

Authors

Adrian Sargeant



Abstract

This article explores how relationship marketing and its variant relationship fundraising may be used to assist nonprofits in reducing the lapse rate of donors to their organization. Employing a postal survey of ten thousand donors to causes in a variety of categories, the author concludes that although approximately one in five donors might lapse because of a change in financial circumstances, a similar number simply elect to switch their support to other organizations. The role of the quality of service offered to the donor in enhancing retention is also highlighted, as are donor perceptions of the feedback they receive and the impact they believe their gift might have on the cause. © 2001 Wiley Periodicals, Inc.

Citation

Sargeant, A. (2001). Relationship fundraising: How to keep donors loyal. Nonprofit Management and Leadership, 12(2), 177-192. https://doi.org/10.1002/nml.12204

Journal Article Type Article
Publication Date Jan 1, 2001
Journal Nonprofit Management and Leadership
Print ISSN 1542-7854
Electronic ISSN 1542-7854
Publisher Wiley
Peer Reviewed Peer Reviewed
Volume 12
Issue 2
Pages 177-192
DOI https://doi.org/10.1002/nml.12204
Keywords fundraising, donor, commitment, charity
Public URL https://uwe-repository.worktribe.com/output/1085276
Publisher URL http://dx.doi.org/10.1002/nml.12204


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