The importance of relationship marketing to charities - especially in fundraising
Author: CIM CMG
Professor Stephen Lee, of Cass Business School’s Centre for charity effectiveness, will share his thinking, enabling you to build better and stronger relationships with donors and supporters at this interactive session on 10 May, chaired by Professor Ian Bruce CBE.
While transactional marketing helps charities design their offerings, relationship marketing gets to the essence of why charities exist: to build supportive relationships with beneficiaries underpinned by constructive long term relationships with donors and other funders. A critical necessity in building trust and rewarding relationships in a climate of uncertainty and lack of confidence.
There is a growing discussion in the UK charity sector of the importance of relationship marketing. Stephen is one of the country’s leading academics on the subject, but as a past Chief Exec of the Institute of Fundraising he also has his feet on the ground.
Here are a few links to the academic literature for readers who are interested. But you will see not a lot has been published recently so coming along to this talk will be well worth it. You can find out more and book here.
Further reading
Donor trust and relationship commitment in the UK charity sector: The impact on behavior
A Sargeant, S Lee - Nonprofit and Voluntary Sector Quarterly, 2004 - journals.sagepub.com
... The relationship I have with (this charity) is something I intend to maintain indefinitely. The relationship I have with (this charity) deserves maximum effort to maintain. a. Reverse-coded item. ... Journal of Marketing Research, 23, 254-262. Anderson, E., & Weitz, B. (1989). ...
R Bennett, A Barkensjo - International journal of service industry …, 2005 - emeraldinsight.com
... Conway (1997) suggested three further reasons why charitable organisations should adopt relationship marketing: 1. ... high degrees of interactivity, mean, in the words of Brennan and Brady
(1999), that “the charity sector is an ideal domain for relationship marketing” (p. 331). ...
The identity salience model of relationship marketing success: The case of nonprofit marketing
DB Arnett, SD German, SD Hunt - Journal of marketing, 2003 - journals.ama.org
... and (4) repay- ers: people who are motivated by having benefited person- ally from the charity
or know ... Identity Salience Model of Relationship Marketing Success / 93 ... is pri- marily based on social exchange: The majority of nonprofits raise funds through charitable donations or ...
R Bennett, A Barkensjo - … , Measurement and Analysis for Marketing, 2005 - Springer
... Thus, around half of all the people who give to a charity more than once are ... As the costs of obtaining replacements are substantial, investments in effective relationship marketing are typically ...the financial value of the person's contributions during the first year of a relationship. ...
K MacMillan, K Money, A Money, S Downing - Journal of Business …, 2005 - Elsevier
... Furthermore, the study set out to test the applicability of relationship marketing approaches to the NPO sector whilst not seeking to develop a general model of NPO funding. A study based on one NPO and its funders was therefore appropriate. ...
Cited by 279 Related articles All 10 versions Cite Save
A Sargeant, S Lee - Psychology & Marketing, 2004 - Wiley Online Library
... trust plays in defining both the credibility and legitimacy of the charity sector and in ... not feel confident.” Indeed, a number of writers have argued that charities perceived as ... Deshpande, & Zaltman, 1993) particularly with regard to the importance of trust in relationship marketing.