ABSTRACT
This chapter reviews the concept of relationship fundraising, mapping out the characteristics of the approach and how this might differ from more transactional perspectives. It confirms relationship fundraising as a choice rather than the default applicable in all circumstances. The chapter then looks for learning in the domain of social psychology and thus how human beings form relationships that might be applied into the relationships that donors develop with their charities. It draws on a number of theories to posit practical changes to fundraising communications that might enhance their efficacy. Notable here is the notion of who donors might derive value from a relationship with. It might be the organization, but it could also be beneficiaries, other donors, a charismatic leader, the brand or even a God figure. Once the nature of the focus is established communications may be focused on developing that link.
