Chapter 3 turns to practices intended to attract donors (advertising and branding) and thereafter to retain donors (via relationship marketing). It begins with a review of research into the relationship-building activities of fundraising nonprofits, and also into the problems of ‘slacktivism’ and the recruitment of unprofitable donors that relationship fundraising can create. The chapter then discusses research into nonprofit advertising, focusing on criticisms that nonprofits frame advertisements in excessively negative manners (seeking to induce feelings of guilt, shame, sadness, etc.) when raising funds. Finally, the chapter considers issues connected with nonprofit branding, including brand orientation and attempts to define the ‘personalities’ of particular brands.