Relationship Marketing and Communication as a Driver of Fundraising Loyalty and Success in Non-Profit Organizations

Abstract

Competitiveness is becoming a growing phenomenon. The quality and innovation in the art of doing business is becoming increasingly evident, showing to the need for organizations to create mechanisms capable of adding value to consumers and occupying a better positioning in their minds. Therefore, fundraising policy planning becomes a priority for non-profit organizations (NGO). This chapter aims to prove the contribution of fundraising to the sustainability of NGO and the impact of relationship marketing in establishing lasting relationships between NGO and all its stakeholders. The data collection of the latter is achieved through the application of the interview technique, to which content analysis will be applied as a method of analyzing the results. The main results of the research demonstrate the need for NGO to rethink how they interact with their audiences, especially business patrons, in order to build their loyalty and be more successful in their fundraising activities.