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

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  • Weir Laura
  • HIBBERT SALLY

Abstract

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.

Suggested Citation

  • Weir Laura & HIBBERT SALLY, 2000. "Building Donor Relationships: An Investigation into the Use of Relationship and Database Marketing by Charity Fundraisers," The Service Industries Journal, Taylor & Francis Journals, vol. 20(2), pages 114-132, April.
    • Handle: RePEc:taf:servic:v:20:y:2000:i:2:p:114-132
    DOI: 10.1080/02642060000000023
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    Cited by:

    1. James H. McAlexander & Harold F. Koenig & Beth DuFault, 2014. "Advancement in higher education: the role of marketing in building philanthropic giving," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(2), pages 243-256, December.
    2. Moon, Sangkil & Azizi, Kathryn, 2013. "Finding Donors by Relationship Fundraising," Journal of Interactive Marketing, Elsevier, vol. 27(2), pages 112-129.
    3. Scherhag, Christian & Boenigk, Silke, 2010. "Relationship Fundraising: Stand der empirischen Forschung, theoretischer Bezugsrahmen und zukünftige Forschungsfelder," ZögU - Zeitschrift für öffentliche und gemeinwirtschaftliche Unternehmen, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 33(4), pages 354-367.

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