What Is Relationship Fundraising?

Relationship fundraising is the process by which your organization strives to fulfill the needs of everyone who comes into contact with you. Instead of being 'money-centric,' your fundraising becomes 'donor-centric' or 'constituent-centric.' Your vision permeates all aspects of your fundraising when you base it on relationships, and therefore you maintain your focus on changing lives and making a difference.

How Is This More Effective Than Traditional Fundraising?

Traditional fundraising often involves fewer than twenty communications a year. This limit on communication results from the steep cost of traditional campaigns and mailings. However, relationship fundraising involves around twenty communications a month. By using inexpensive options like e-mail, your organization can save money and communicate more! But frequent communication isn't the only reason Relationship Fundraising is effective. It allows you to "court" your donor before you "propose." Do you know anyone who approaches acquaintances and strangers and, without saying anything prior, blurts out the words, "Will you marry me?" Almost none, right? Because marriage is a huge commitment, just as donating a percentage of one's hard earned income is a huge commitment. This is where dating comes in -- you have to first build the relationship, trust, and value. Once you have done that, then you can pop the big question and expect a "Yes."

The Central Principles of Relationship Fundraising

1. Consistent Communication -- it can be short, but should be inspirational and of value to the recipient. Use e-mail instead of snail mail. It's instantaneous, recipients can easily forward your message to others, and it's inexpensive if not free. Your messages will not be considered an annoyance if they meet the needs of your recipients. Again, if you aren't sure what those needs are, ask them! 2. Outreach -- reach out to everyone your organization comes across. Not just those that fit into your mission statement, but vendors, the restaurants your staff frequents, personal friends, acquaintances, family of staff, etc. An easy way to reach out is to have a website and/or e-mail newsletter or daily inspirational e-mail that you promote EVERYWHERE, as individuals and as an organization. 3. Storytelling -- it's the easiest way to connect with another human being. Start collecting stories around your organization -- from members, staff, clients, supporters, constituents, and anyone else you come in contact with. Try to find stories that are related to your mission, but as long as they are humorous, inspirational, or fun, any story can build a relationship between you and those who receive it (share the stories on your website, in your publications, in your meetings, and of course in e-mail and other communications. 4. Trust and Belief -- you have to trust and believe that meeting the needs of those around you will translate into your needs being met as well. Look at virtually any ancient text, especially the Bible, and you will always see a reference to the concept that "Givers Get." For example, you will find in 2 Corinthians 9:6 the following: "Remember: a stingy planter gets a stingy crop. A lavish planter gets a lavish crop" (taken from the Message Bible). Non profits operate on the belief that human nature disposes us to honestly wish to give to others. The best way to realize such a belief is to first give yourself, and then watch those you gave to give back.