ABSTRACT
Marketing has a contentious reputation within society, seen by many as a business tool that has as its core purpose to take advantage of others for the pursuit of profit. Debates around the ethical nature and role of marketing will continue; but within the non-profit marketing sector, marketing tools are primarily used for the purpose of helping the vulnerable in society. Charities have traditionally acted as the intermediaries between the beneficiary and the donor markets. In a resource-constrained sector, and, on the premise that donor retention is more cost-efficient than donor acquisition, fundraisers have relied on building long-term relationships with benefactors, and this has often been hailed as the key to their survival and success.
