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Relationship fundraising
Relationship fundraising is an approach to the raising of philanthropic income in which the emphasis is placed not on monetary transactions but on meeting the needs and expectations of the donor. It bears a close resemblance to relationship marketing, with its central focus on retention and satisfaction.

History
The term was first coined in 1992 by Ken Burnett, who defined it as "an approach to the marketing of a cause which centres not around raising money but on developing to its full potential the unique and special relationship that exists between a charity and its supporter." Ten years later, this same approach was described by Penelope Burk as "donor-centrism", and numerous practitioners and academics have developed these ideas in the time since.