Building Donor Relationships: An Investigation into the Use of Relationship and Database Marketing by Charity Fundraisers

The Paper reports empirical research into the use of fund - raising databases by UK Charities. The findings suggest that using a fund - raising database is not enough, by and of itself, to improve effectiveness in building donor loyalty. Rather, relationship and effectiveness in building donor loyalty. Rather, relationship and databasse marketing principles need to be applied in the use of the database to achieve greater loyalty from the charity's donors.