Relationship Fundraising
Relationship Fundraising

It’s Time to Rethink How You Relate to Your Donors

“Everything we know about how to build a good relationship as a parent or friend we can apply to fundraising.”

In 1992, Ken Burnett’s ideas behind Relationship Fundraising established a benchmark for how to effectively connect with donors. But the world has changed significantly over the past 25 years.

In light of the changing landscape of fundraising, today’s nonprofit professionals are facing new questions…

  • What truly inspires a donor to give?
  • How do we appropriately connect with that motivation?
  • How do we engage donors in a way that not only inspires them to give today, but become a lifetime supporter of our organization?

Organizations that know how to answer these questions make significant strides towards achieving a long-term, sustainable impact in the world.

At Pursuant, we’re committed to providing you with the ideas and tools you need to reach more donors and raise more money. That’s why we partnered with technology provider Bloomerang and Rogare, a world-renowned think tank for fundraising, to sponsor groundbreaking research by Rogare’s director Ian MacQuillin,  and fundraising experts Adrian Sargeant and Jen Shang.

We are proud to bring you the full four volume study, plus additional resources, which can be downloaded below.

Dr. Sargeant and Ian MacQuillin recently presented a webinar on relationship fundraising, which you can view by clicking here.

We also welcome you to watch the following message from Dr. Sargeant in which he shares a key finding from the study.

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Study Authors

Ian MacQuillinIan MacQuillin
Director, Rogare
University of Plymouth

Adrian SargeantAdrian Sargeant
Director of the Centre for Sustainable Philanthropy
University of Plymouth

Jen ShangJen Shang
Director of Research at the Centre for Sustainable Philanthropy
University of Plymouth


Relationship Fundraising Pocket Guide: “The Donor Journey”
You want to reach people with the resources to make your vision a reality. Then you want them to give — again. And again, and again. Studies show it costs far less to keep a…
The Donor Journey: How to Use Relationship Fundraising to Grow Philanthropy
Last week we brought you the first study on relationship fundraising conducted in twenty-five years. The new research from Rogare, the fundraising think tank, rewrites the rulebook on how to engage donors at every level of…


Volume 1 — The Why — Why Relationship Fundraising?

Relationship marketing has completely transformed the way businesses interact with consumers. Volume 1 explores why the concept matters for nonprofits by assessing whether this can be transferred to fundraising and under what circumstances.



Volume 2 — The How — Best Practices in Relationship Fundraising

Volume 2 explores how fundraisers can utilize and adapt current and emerging theories in social psychology to build better relationships that help meet their donors’ needs.



Volume 3 — The Who — Insights & Tips from Leading Practitioners

In Volume 3, leading relationship fundraising practitioners from around the world describe current trends in relationship fundraising and outline some of key challenges they think it faces, and what the profession needs to do to meet those challenges.



Volume 4 — What Next? — Next Steps: Applying the Principles for Fundraising Success

Volume 4 helps you put insight into action by summarizing the findings from volumes 1-3 and recommending future directions that relationship fundraising could take going forward.