From database to face‐to‐face —wateraid's donor development programme

Abstract

This paper was first presented at the Henry Stewart Conference, ‘Relationship marketing for charities: Latest thinking and best practice’, on 23rd February, 1996. The paper describes the implementation of the Donor Development Programme at WaterAid and the lessons learned during this process. The analogy of a courtship is used for the development of the relationship between the supporter and the charity.